Rugby World Cup taps Legends to run retail operation

August 5, 2019

via SportsPro

Experiential services agency Legends has been named the official retail partner and operator for this year’s Rugby World Cup in Japan.

The appointment, made by the international rugby union tournament’s licensing agent IMG, will see Legends operate 73 official merchandise stores across the country.

Each of the event’s 12 host cities will have retail stores at the venues and in their respective fanzones. The stores will sell merchandise featuring all 20 participating nations, as well as exclusive memorabilia for men, women and children, and a range of official licensed products.

World Rugby, the sport’s global governing body, has also revealed that the Rugby World Cup’s flagship 1,000 square metre megastore will open in Tokyo’s Shinjuku Odakyu Park on 22nd August.

World Rugby chief executive Brett Gosper said: “The official merchandising programme is a Rugby World Cup success story and the opening of the flagship store in one of the world’s iconic and busiest locations further underscores why we believe that Japan 2019 will be a very special tournament for fans as we reach the 50 days to go milestone.”

Legends chief commercial officer Nick Price added: “We are excited to engage with the Rugby World Cup organisation as the next step in the expansion of our leading event retail offerings platform. The megastore and the other 73 locations will provide fans with the most convenient, rewarding, and memorable experience at a once in a lifetime event.”

IMG secured the global licensing and merchandising rights for the 2019 and 2023 Rugby World Cups back in October 2017.

The 2019 Rugby World Cup, the first to be staged in Asia, takes place from 20th September to 2nd November.

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