Rugby World Cup Japan 2019 Case Study

Previous Next


Legends International was appointed by World Rugby as the official retail partner and operator for Rugby World Cup 2019 Japan. Legends operated 80 official merchandise stores across the country, including the 10,000 sq. ft. Megastore, which opened in August 2019. All 12 host cities had retail stores at the venues and in their respective Fanzones.



The semi-permanent Megastore, the largest of the retail locations, served as an official flagship store and was located in the newly created Shinjuku Odakyu Park in front of the world’s busiest train station in Shinjuku in Tokyo, which serves about 3.64M people per day.


Legends, along with EPOS partner Bleep, developed the self-checkout solution for Rugby World Cup 2019. The innovative point of sale solution for the Rugby World Cup merchandise store features a mix of traditional point of sale terminals and self-service checkout kiosks. The multi-language Self-Service solution allows shoppers in the Rugby World Cup Megastore to scan their items at the kiosk and then pay on the integrated card payment terminal.


Intelligent Self-Service can improve your speed of service and reduce costs. The Self-Service kiosk can even be configured for a complete self-checkout functionality, with items scanned directly at the kiosk by the shopper. Additionally, Self-Service kiosks can be placed in Hi-traffic / concourse areas to pre-order merchandise and collect upon exit from Megastore.


To help drive footfall and sales, Legends International also created a robust marketing and communications strategy. This included creating dedicated merchandise social media channels to promote the Rugby World Cup 2019 product offering. These channels were also used to promote special promotions, events and activations at the Megastore such as Mastercard Ambassador Appearances, Webb Ellis Cup appearances, live radio broadcasts, media events and more.



  • Largest official merchandise store in Rugby World Cup history
  • First self-checkout solution to be installed in an event merchandise store
  • First retail store to bring contactless to Japan, courtesy of Mastercard
  • Opening ceremony attracted international media attention
  • In the first five days of opening, the Megastore was over 400% ahead of budget
  • 60+ articles, 30+ interviews and 15+ videos published on the Megastore alone