MLB London Series 2019 Case Study

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Legends was appointed to run the merchandise operations for the first ever Major League Baseball London Series in June 2019. The two games were played at London Stadium and brought in a total of 118,718 people for the two games, including a crowd of 59,659 which was the largest attendance for an MLB game on international soil.



The merchandise operations included three stores throughout the city at Victoria Station, London Yards Fan Zone and The View from The Shard, as well as a 6,000 ft2 Superstore next to the stadium and six in-stadium stores. The event consisted of 100+ temporary staff each day and 50+ tills to deliver record-breaking sales.



 The MLB London Series hit record merchandise sales in London and achieved the following results:

  • Biggest grossing merchandise game in MLB International History
  • Highest sales in any MLB game since the Allstar Game in 2008
  • 1 t-shirt sold every 3 seconds