The European Tour Partners With Legends To Deliver Merchandise Solutions

— Comprehensive Omnichannel Partnership Spans E-Commerce and On-Site Retail European Tour Events —  

LONDON – 22 September 2021 – The European Tour today announced a partnership with Legends, a premium experiences company, to manage its expansive omnichannel retail programme, inclusive of an all-new official global online store and on-site merchandise stores at multiple events.

The partnership will utilise Legends’ global expertise across merchandising, sales, partnerships, planning, technology, and hospitality to manage the European Tour’s merchandise operations.

It will help the Tour to further develop relationships with golf and sports fans across the world, delivering a fully integrated retail experience across all digital and physical merchandise touchpoints.

That includes a new European Tour Official Online Store, which is available now via, featuring both premium and exclusive merchandise for fans of all ages.

The new e-commerce platform will feature an exceptional customer-centric user experience and innovative design elements. It will be supported by Legends Global Merchandise’s integrated strategy and digital marketing, which will help drive engagement.

Furthermore, Legends Global Merchandise will also deliver the onsite retail programme for fans attending European Tour events in person, promoting new product launches, capsule collections and exciting collaborations.

Tom Johnson, the European Tour’s Marketing & Consumer Director, said: “Our partnership with Legends will offer a true omnichannel experience, which is a fundamental part of our strategy for supporting the continued growth of the European Tour Brand and driving engagement among a dedicated and passionate following.

“The aim is to offer a seamless purchase experience at every step of our fans’ journey, whether that’s from the comfort of their home or on-site at an event.”

Victoria Hawksley, Legends’ Vice President of International Retail, said. “The launch of the European Tour e-commerce site is just the beginning of what will be a long and prosperous partnership with the European Tour, and we are extremely excited for what the future holds,” “Our shared vision brings together a dynamic approach to product, retailing and customer experience where we will deliver a seamless omnichannel journey and European Tour brand experience.”

Notre Dame Global Partnerships Welcomes Nextiva as an Official Partner of Notre Dame Athletics

SOUTH BEND, IN and SCOTTSDALE, Ariz.– September 16, 2021 – Notre Dame Global Partnerships has entered into a new partnership with connected communications company Nextiva. As a new Official Partner of Notre Dame Athletics, Nextiva branding will adorn the headsets of the Fighting Irish football coaching staff and appear on the football communications box on the Notre Dame sideline.

“Notre Dame Athletics is excited to help Nextiva promote its connected communications solution as the newest partner of our Athletics program” said President of Notre Dame Global Partnerships Theodore Loehrke. “We look forward to working closely with Nextiva over the coming season.”

“Nextiva’s business communications are the foundation of winning teams in business and on the football field,” said Al Campa, CMO of Nextiva. “The best teams are excellent communicators, whether they’re communicating internally, speaking to customers, or selling a new prospect. Partnering with Notre Dame, a program synonymous with excellence, winning and bringing people together, is a natural fit for Nextiva.”

This marketing partnership was secured through Notre Dame Global Partnerships, the joint venture company formed in 2018 between Legends and JMI Sports to oversee Notre Dame’s athletics sales, marketing, sponsorship, hospitality, multimedia rights and branding services on a local and national level.

College Football Hall of Fame and Legends Enter Wide-Ranging Multiyear Partnership

– Premium experiences company bringing its 360º suite of services and world-class attractions experience to College Football’s shrine–

ATLANTA, GA – September 15, 2021 – The Chick-fil-A College Football Hall of Fame today announced a multiyear partnership with Legends – a premium experiences company specializing in holistic solutions for sports and entertainment organizations and venues – to manage operations and the fan experience at the interactive and immersive Hall of Fame in the heart of downtown Atlanta.

Through this all-inclusive partnership, Legends will implement its 360º services platform across every major facet of the attraction’s business to build upon the Hall of Fame’s success and keep the Hall at the forefront of the next evolution of fan experience. Leveraging its deep-rooted operational and experiential acumen, Legends will manage a range of services for college football’s shrine including sponsorship sales, ticketing, hospitality services, merchandise, and activation of its global tourism network.

“We are thrilled to join forces with Legends to continue to elevate all aspects of our business and the memorable experiences we create for college football fans across the country,” says Kimberly Beaudin, President and CEO of the Chick-fil-A College Football Hall of Fame. “This partnership will strengthen and expand resources ensuring our ability to fulfill our mission and deliver an unparalleled destination as the national home of college football.”

“Legends is honored to represent this iconic Hall of Fame in the great city of Atlanta, and through our 360 approach and attractions expertise we are excited to deliver unforgettable experiences that celebrate the immortals of the game that we all love,” said Mike Tomon, Co-President and COO of Legends.

Including today’s news, Legends’ focus and commitment to Atlanta’s sports, entertainment and tourism business continues to grow and includes an impressive list of other notable teams, venues and attractions, including Georgia Tech. Additionally, Legends has represented the Atlanta Falcons and Mercedes-Benz Stadium as well as State Farm Arena and the Atlanta Hawks’ Emory Sports Medicine Complex. The company’s global attractions business also includes operating several experiential attractions including the One World Observatory in New York City and The View from The Shard in London.

Legends names pair of managing directors in Europe

Via Sportico

Atlanta’s College Football Hall of Fame has agreed to an “all-inclusive” multi-year partnership with Legends—the sports hospitality, sponsorship and sales consultancy and experiential agency—to manage operations and fan experience at the Hall.

Legends will work across every major facet of the Hall of Fame’s business, managing services including sponsorship sales, ticketing, hospitality, merchandise and activation of its global tourism network.

“We’ve kind of been running solo for quite a while, and we’ve had success, but knowing the resources that we can take advantage of with Legends—a global company—to help us really meet some lofty goals that we have and continue to grow [is huge],” Kimberly Beaudin, president and CEO of the Chick-fil-A College Football Hall of Fame, said in an interview.

Beaudin said the Hall’s attendance has steadily increased each year since it relocated to Atlanta from South Bend, Ind., in 2014. In addition to ticket salesand some ancillary income from merchandise sales, private event revenues and sponsor dollars were among the Hall of Fame’s top revenue streams prior to the pandemic.

“Like any live event venue or attraction, we’ve had our share of challenges in the last 18 months with all of our revenue streams pretty much decimated for a period of time due to COVID,” Beaudin said. “We’re seeing attendance getting pretty close to 2019 levels and some positive movement on the events side, but that’s really going to be the last thing to come back. So we’re excited to have Legends’ expertise in all of this as we continue to [position] the Hall as the premier Hall of Fame in the country.”

A shrine to college football’s greatest, the non-profit Hall of Fame houses both artifacts and interactive, experiential multimedia exhibits. With 50,000 square feet of event space and a newly constructed on-site podcast studio, home of SEC football podcast The JBoy Show, which was acquired by Colin Cowherd’s The Volume in September, the venue itself has potential, not to mention the market it’s in.

“Football is certainly one of the pillars when you look at sports entertainment, and so when we think about the College Football Hall of Fame, we think about it right up there with the iconic brands that are in our sphere,” said Mike Tomon, co-president and COO of Legends. “Our business is focused on premium experiences wherever people congregate. When you look at the proposition of the College Football Hall of Fame, that’s ultimately it…. It’s a great place for partners and sponsors to be engaged.”

The Hall, which falls under the National Football Foundation’s umbrella, counts Chick-Fil-A, Atlanta’s Chick-Fil-A Peach Bowl, Coca-Cola, Kia Motors, Allstate and The Home Depot, among others,  as current corporate sponsors.

The Hall is one of many properties Legends works with in Atlanta. The consultancy signed a partnership with Georgia Tech in late 2020, taking over the athletic department’s multi-media rights from Learfield IMG College and bringing all of the Yellow Jackets’ revenue streams under a single umbrella. Legends has also worked with the Atlanta Falcons and Mercedes-Benz Stadium, as well as the Hawks’ State Farm Arena and the NBA club’s Emory Sports Medicine Complex.

Legends, co-founded in 2008 by the New York Yankees and Jones Concessions LP, an affiliate of the Dallas Cowboys, was valued at $1.35 billion earlier this year, when private equity firm Sixth Street purchased majority ownership of the company. Sixth Street now owns 51% of Legends, while the Cowboys and Yankees each own just over 20%, and an undisclosed investor holds the rest.

Tourism Ireland Now Official International Travel Destination of Notre Dame Athletics

South Bend, IN — September 15, 2021 — Tourism Ireland is delighted to announce it has entered into a partnership with Notre Dame Global Partnerships, which will launch before the Notre Dame football game against Purdue on Saturday, September 18th, with a sweepstakes for the chance to win a trip to Ireland for two.


“Ireland has always been a destination vacation for Notre Dame fans around the World due to its culture and incredible history,” said University vice president and James E. Rohr Director of Athletics Jack Swarbrick. “Our new partnership with Tourism Ireland fits perfectly within the fabric of Notre Dame and our deep Irish heritage.”


“Tourism Ireland is excited to join forces with Notre Dame Athletics to launch this new brand partnership,” said Alison Metcalfe, Executive Vice President, Tourism Ireland U.S. and Canada. “An initiative such as this allows us to further strengthen the long-established links between Notre Dame and the island of Ireland and to encourage fans and alumni alike to keep Ireland front of mind.”


Metcalfe continued, “We look forward to being part of the special Ireland promotion at Notre Dame Stadium on September 18th and hope that by showcasing the best of Ireland’s unique experiences throughout this integrated campaign that any Notre Dame fans and alumni will start planning a vacation to Ireland in the near future.”


The campaign will run through April of 2022 and throughout the partnership, Tourism Ireland will bring the “Best of Ireland” to Notre Dame’s loyal nationwide following across a variety of digital and in-person platforms as well as through game day promotions, radio and print media.

The partnership kicks off on campus on September 18th with a special game day promotion where Fighting Irish fans can visit the Tourism Ireland booth near the Hammes Notre Dame Bookstore to enter for the chance to win a trip for two to Ireland. More information can be found at

Additionally, fans of the Fighting Irish can look forward to video storytelling and stunning photography from Notre Dame alumni and former sports stars on-location in Ireland. The ambassadors will travel to Ireland in Spring 2022 and share highlights from their journey as well as from their time at the University across Tourism Ireland and Notre Dame Athletics social channels.

The partnership with Notre Dame Athletics is part of Tourism Ireland’s strategy to engage with non-travel brands to bring the island of Ireland travel vacation story to life and reach targeted audiences in new and innovative ways. Notre Dame Global Partnerships, a joint venture between Legends Global Partnerships and JMI Sports, facilitated the partnership.

Tourism Ireland: Official International Travel Destination of Notre Dame Athletics

Square and SoFi Stadium Exclusively Partner to Welcome Back Fans with Omnichannel, Contract-free Commerce

Square and SoFi Stadium Exclusively Partner to Welcome Back Fans with Omnichannel, Contact-Free Commerce

Powerful ecosystem of software, payments, and hardware products makes Square an ideal technology partner for large organizations like stadiums

Los Angeles, Calif. – September 9, 2021 – In a first-of-its-kind, 10-year partnership, Square has been selected as the exclusive point-of-sale (POS), payments, software, and merchant services provider for the new SoFi Stadium, home to the Los Angeles Chargers and Los Angeles Rams, and Hollywood Park, the 300-acre mixed-use development being built by Los Angeles Rams Owner/Chairman and SoFi Stadium developer E. Stanley Kroenke. Together, Square, SoFi Stadium and Hollywood Park, and Legends are ushering in a new standard for fan experience and commerce that enables seamless commerce centered around delighting and engaging sports fans and concert-goers, while rising to meet the new challenges, needs, and opportunities facing the entertainment and sporting industry.

By leveraging all that Square’s ecosystem has to offer, SoFi Stadium is creating a multifaceted and dynamic approach to the game-day commerce experience that will delight and engage fans from pregame through overtimeAs a fully cashless venue, SoFi Stadium selected Square’s ecosystem of products and services to power commerce and contactless payments across every checkout and purchase point, spanning hundreds of concession stands, bars, roving hawkers, and merchandise retail stores. Square’s integrated POS software and hardware enable fast, reliable, and convenient transactions and create safe, streamlined payment experiences for fans, including fast check-out speeds and reduced lines.

“SoFi Stadium is a world-class facility and the largest stadium in the NFL. Maintaining that level of service requires selecting technology partners who can match that scale,” said SoFi Stadium and Hollywood Park Chief Technology Officer Skarpi Hedinsson. “Square is at the forefront of innovation across payment and transactions and shares our passion for incredible customer service. As a cashless venue, our partnership will offer fast, reliable and secure contactless payments for guests that helps to create a safe and streamlined experience at SoFi Stadium.”

Here’s how SoFi Stadium uses Square’s powerful ecosystem of services to create compelling, omnichannel commerce experiences across the venue:

  • Commerce and Operations Software: Integrated Square software solutions including Point of Sale and Team Management offer rich data and sales insights in real-time, enabling stadium managers to better understand trends. This includes information like top-selling items and busiest purchasing times for all concessions, bars, and hawkers, which empowers the stadium to make smart decisions, on the fly, to optimize staffing, inventory, and promotions. Square for Retail powers merchandise locations with business analytics features like inventory and sales reports to maximize revenue opportunities throughout each game or event, while Square Team Management supports the employee experience, enabling quick and easy access to Square’s POS, with unique permission sets that ensure enterprise-scale access controls throughout the system. Both are simple to learn and use, which makes hiring and training large stadium staffs easy for operators.
  • Square Hardware: The stadium uses more than 1,000 Square Register and Square Terminal units to power sales throughout the NFL’s largest venue. With separate seller- and buyer-facing displays, Square Register enables smoother, faster payment experiences for employees and fans alike. Additionally, Square Terminal’s handheld, all-in-one payment processing capabilities enable stadium hawkers to take card and contactless payments directly at fans’ seats. All hardware devices are completely integrated and allow the stadium to flexibly power special food and merchandise pop-ups at any location, for any type of event. Square Register and Square Terminal enable fans to pay in any way they prefer, including contactless transactions through tap credit cards or mobile wallets on smartphones and smartwatches, with payment transactions covered by Square’s best-of-breed PCI compliance, privacy protection, and security.
  • API Integrations: Square’s APIs enable operators to integrate Square into any front-end fan experience or back-end data system, working seamlessly with any technology vision or enterprise architecture. For example, SoFi Stadium is leveraging Square’s Catalog API to manage inventory and product availability and inform mobile application and digital signage of menus at each concession stand. SoFi Stadium is also enlisting Square’s Orders API to transmit order details from Square POS directly to the kitchen, and Square’s Payments API to provide further business analytics.

Square’s platform also integrates with SoFi Stadium’s best-in-class partners for mobile application development, inventory management, kitchen display systems (KDS), and digital signage for a complete tech-advanced stadium. All in all, Square’s platform enables powerful system integrations between back-end and front-end user experiences across in-person, mobile, and online.

“Square’s integrated products and platform enable sellers of all sizes to run their businesses, and as a proud partner of SoFi Stadium – the biggest and most advanced stadium in the country – we’re eager to continue to show what’s possible for stadiums and retail districts,” said Ashley Grech, Global Head of Sales at Square. “Fan experience, fan safety, and long-term fan engagement will remain top of mind for every sports and entertainment venue for many seasons to come. Square’s continued commitment to providing seamless, reliable, and safe contactless commerce, as well as the data insights operators need to optimize their sales, makes us ideally suited to help organizations modernize and future-proof their operations.”

“SoFi Stadium is the most technologically advanced venue in the world, and we’re committed to keep it that way, which means we only wanted to work with partners who are thought leaders and committed to pushing the envelope with innovation,” said Denise Taylor, President, Global Technology Solutions for Legends Entertainment. “With Square, we were really excited about their commitment to continuous improvement and forward thinking development of their platform. Square is able to help us scale into the future, as the guest experience continues to evolve and we look to offer more mobile commerce solutions. We want fans to be able to enjoy a seamless guest engagement in a secure manner, and Square is the partner that enables Sofi Stadium to do that and change the way we all think about sports technology.”

Along with powering operations and payments for SoFi Stadium, Square is also the exclusive Point of Sale and Merchant Services partner for Hollywood Park and YouTube Theater. This expansive agreement showcases Square’s ability and flexibility to build out stadiums and their surrounding districts and create first-class consumer commerce experiences. Partnering with SoFi Stadium and Hollywood Park builds upon Square’s prior expertise powering experiential commerce for venues and organizations, including the Washington Nationals, Ogden Raptors, Speedway Motorsports, the Indianapolis Motor Speedway, and more. To learn more about Square’s stadium and enterprise capabilities, visit

SoFi Stadium and Hollywood Park partnered with Legends, a premium experiences company, in securing this partnership. In addition to operating SoFi Stadium Tours, Legends has been engaged throughout SoFi Stadium on hospitality, premium sales, retail, partnerships and naming rights, technology solutions, and project development.

Credit Union 1 Becomes Official Banking Partner of Notre Dame Athletics

Notre Dame fans can sign up at to receive exclusive banking benefits through the new Fighting Irish Program

NOTRE DAME, IN – September 2, 2021 – Notre Dame Global Partnerships, the multimedia rights holder for the University of Notre Dame Athletics Department, today announced a new multiyear Championship-level partnership with Credit Union 1 to become the Official Banking Partner of Notre Dame Athletics. Credit Union 1, an Illinois-based financial institution that drives family and community success, will provide exclusive services and better banking for all the Irish through the new Fighting Irish Program.

“The University of Notre Dame is one of the finest institutions in America and to officially align our values with its iconic athletics program and faithful supporters represents a tremendous milestone for our financial institution. Through the Fighting Irish Program, which is designed to empower members to maximize their economic potential, we’re excited to exemplify the same level of premier excellence that has come to define Notre Dame in its classrooms and across its athletic fields.” said Todd Gunderson, CEO and President of Credit Union 1.

“When we look for potential partners at Notre Dame, we look for those who are both best in class in their industry and are community oriented – Credit Union 1 fits that vision,” said university vice president and James E. Rohr Director of Athletics Jack Swarbrick. “We’re excited to be able to call Credit Union 1 our Official Banking Partner for many years to come.”

By joining Credit Union 1’s new Fighting Irish Program, all University of Notre Dame students, faculty, proud alumni and devoted fans will have access to the Notre Dame Affinity Debit Card which includes exclusive, best-in-class banking benefits. Program members can choose from one of eight Fighting Irish-themed designs ranging from the school’s iconic Notre Dame Monogram, the Fighting Irish Leprechaun or a striking gold-textured card representing the Athletics program. Specific designs will be available on an edge-to-edge steel core card.

In addition to banking services, Credit Union 1 will have a strong presence through custom Notre Dame broadcast media, on-campus ATMs and a future banking location near campus. They will support Notre Dame Stadium’s innovative efforts to go cashless this season by offering fans the option to use prepaid cards. Credit Union 1 will also launch engaging on-site activations during Notre Dame football, men’s and women’s basketball and hockey games.

Fans can start receiving their exclusive Fighting Irish benefits and Fighting Irish Debit Card today at: 

Notre Dame Global Partnerships, a joint venture between Legends Global Partnerships and JMI Sports, facilitated the partnership.