Legends Global, the international premium experiences firm, has announced the appointment of experienced retail executive Aimee Carroll as its new president of merchandise.
Carroll joins the firm having most recently served as president of Catalyst Brands, the US-based fashion brand owner, which owns the likes of Aéropostale, Brooks Brothers, and JCPenney, from September 2020 through November 2025.
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In her new role, she will oversee the merchandising and e-commerce arm of the agency, including in-venue retail operations, live event merchandising, physical point-of-sale management, brand licensing, and more.
Before her spell at Catalyst, Carroll held a range of roles across the fashion industry, including head of fashion business development and strategic brand management at e-commerce behemoth Amazon (June 2012-2018).
Speaking on her appointment, Legends president and chief financial officer Brett Parker said: “With a track record of driving growth across some of the industry’s most recognized brands, Aimee combines large-company experience with a strong commercial focus and a consumer-first mentality that will deliver results for our partners.”
He added that the firm’s aim, supported by the appointment, is “to build the premier merchandise platform in sports and live entertainment.”
Carroll herself added: “I'm excited to join Legends Global at a pivotal moment for the merchandise business," said Aimee. "The scale of this platform, spanning live events and venues, digital, and licensing, offers a rare opportunity to build something that meets fans wherever they are.
“I look forward to working with our partners around the world to bring bold, connected retail experiences to life across every touchpoint."
Legends Global is the new name of the merged company formerly known as Legends/ASM Global, following the former's acquisition of the latter in 2024.
That deal allowed Legends to bolster its offering by adding venue planning, development, and management services; content and event booking services; partnerships and premium ticketing services; and merchandise and hospitality services.
Legends Global has a network of more than 250 venues in North America, including top stadiums such as Caesars Superdome in New Orleans, US Bank Stadium in Minneapolis, and Soldier Field in Chicago; arenas such as Desert Diamond Arena in Glendale, Paycom Center in Oklahoma City, and T-Mobile Center in Kansas City.
In terms of merchandising operations, earlier in 2026, Legends supported the Indian Wells Masters, one of the biggest tennis events outside the four Grand Slams, to a record level of retail sales for its 2026 tournament.
In the four years since taking over merchandise operations for the BNP Paribas Open, Legends Global has more than tripled merchandise sales revenue, increasing it by 227%. During this period, the company also raised merchandise per cap by $19, average transactional value by 59%, and capture rate by 93%.
The 2026 percentage bump was supported by a 14% rise in average transactional value, a 25% increase in merchandise per cap, and a 9% growth in capture rate, all of which surpassed last year’s performance records.
