The Cricket Australia (CA) governing body has announced a new partnership with premium experiences company Legends as it looks to revamp its e-commerce and retail offering ahead of its 2024 kit launch.

Under the deal, Legends’ merchandise division has created a new shopping experience for CA fans internationally through its newly launched online store, which will have more merchandise offerings across all categories. Additional enhancements and product expansion will be added over time.

Legends will also work with CA to deliver its in-venue merchandise strategy and provide support across all match venues.

As part of the deal, Legends will also build a dedicated team in Australia to grow CA’s e-commerce and retail business going forward.

The partnership was announced ahead of today’s launch of the 2023-24 Big Bash League (BBL) kits, which are available on the online shop. CA is also set to announce a new partnership for BBL headwear tomorrow (September 20), followed by the release of the 2023-24 international men’s and women’s kits.

Stephanie Beltrame, CA’s executive general manager of broadcast and commercial, said: “We are very excited to be partnering with Legends to provide the very best service to our fans through world-class and innovative shopping experiences online and in stadiums around the country.”

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CA joins Legends’ growing list of sports clients after developing and operating omnichannel retail experiences for the ongoing 2023 Rugby World Cup, 2022 and 2023 FIFA men’s and Women’s World Cups, golf’s 2023 Ryder Cup, NFL’s Dallas Cowboys, baseball’s New York Yankees, and soccer giants Real Madrid.

Victoria Hawksley, executive vice president of international retail at Legends, added: “We are proud to form this long-term partnership with Cricket Australia to support its global business growth by delivering an e-commerce and retail experience that helps CA further connect with and grow its fanbase.”

Last month (August), CA extended its commercial agreement with Japanese sportswear brand Asics until 2028. Under the deal, ASICS, which first partnered with CA in 2011, will continue to supply its performance apparel and footwear to the national teams.

The governing body is still seeking a shirt sponsor for its men’s national team for home fixtures after Alinta Energy let its deal expire in July. That brand had been a principal partner of the men’s team since July 2018 and activated a one-year extension in mid-2022.

The team’s main sponsor, meanwhile, throughout the Ashes was Australian national airline Qantas.