Real Madrid tap Legends to reinvigorate merchandise operations
Real Madrid, the Spanish soccer giants, have teamed up with Legends, the US sports marketing agency, to overhaul their merchandising strategy.
Under the terms of the partnership, announced today, Real will launch a new online store, relaunch three official club stores in the Spanish capital and develop a flagship Megastore at the Estadio Santiago Bernabéu.
Real said the new online store forms a key part of its international growth strategy, with the e-commerce platform available in eight languages.
The new megastore is being built as part of the ongoing redevelopment of the Bernabéu, with an interim store to open at the stadium in due course.
Additionally, Legends will reopen three Real Madrid official stores in downtown Madrid, with the latest Real Madrid kit and training wear, adult and kids apparel, footballs, scarves, gifts, and more. The official team stores are in El Carmen, Gran Via, and Arenal, with additional official stores located in Barcelona and Mexico.
Legends has worked with Real since 2018 when it was appointed to provide strategic insight and guidance into optimising commercial opportunities in the redevelopment of the Bernabéu.
Last week, French champions Paris Saint-Germain signed a 10-year deal with Fanatics, the US online sportswear and equipment retailer.
Fanatics and PSG previously had an e-commerce agreement in place but the new contract is significantly broader, and includes manufacturing rights and management of the club’s apparel, headwear and hard goods licensed products.
Fanatics will exclusively operate the e-commerce business for the Ligue 1 powerhouse and become the master licensee for all products in its portfolio except for Nike and other co-branded offerings.