Legends has hired veteran sports merchandising executive Victoria Hawksley to a newly created role of vice president of international retail, where she will lead global merchandise operations and strategy for the growing segment of the premium experiences company.
Hawksley, previously head of retail and visitor attractions for the Premier League’s Tottenham Hotspur, will lead Legends’ efforts in this area, including in-venue retail, ecommerce, brick-and-mortar stores, and custom merchandise.
She will be based in Madrid, Spain, where her first major project will be executing the newly developed omnichannel retail program for La Liga’s Real Madrid, an expansive initiative that will include the revamp of several official club stores, the development of a new flagship megastore, and the rollout of a new online shop.
“I see a huge opportunity to merge the expertise and capabilities of Legends Global Merchandise division, with the insights and local expertise that Legends has in markets across Europe and Asia, to develop customized strategies,” Hawksley said.
Hawksley spent 14 years at Tottenham Hoptsur, where she oversaw the club’s set of visitor attractions for its new stadium that opened early last year.
The international retail operations have been a quickly developing area for Legends, whose historical base has been primarily in American premium seat sales and concessions.
“Legends has significantly grown our international footprint during the past few years, and we are fortunate to add Victoria to our leadership team in Europe as we continue to invest in our global merchandise vertical,” said Andrew Hampel, president of Legends International.