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 https://shop.europeantour.com, 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 and 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.”
–ENDS–
EUROPEAN TOUR COMMUNICATIONS
Wentworth Drive | Virginia Water | Surrey | GU25 4LX | UNITED KINGDOM
Tel: +44 (0) 1344 840400 | Email: Comms@europeantour.com
About Legends
Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Hospitality, Global Partnerships, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree service solution platform to elevate their brand and execute their vision.
Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. We are the industry leaders in designing, planning and realizing exceptional experiences in sports and entertainment. For more information, visit www.legendsinternational.com and follow Legends at Facebook, Twitter and Instagram @TheLegendsWay.
About the European Tour
The European Tour is ‘Driving Golf Further’ through our guiding principles of being innovative, inclusive and global.
Innovative: The European Tour is driving innovation in golf through the creation of award-winning content, pioneering tournament formats and the use of the latest technology and inventive fan engagement. We have recognised the need for golf to modernise for future fans and we are committed to engaging new audiences whilst respecting the tradition of our sport.
Inclusive: We are committed to include all who share a love for the game of golf. We are passionate about a closer collaboration with the women’s game, disability golf and promoting the health benefits of playing golf.
Global: Since the European Tour was formed in 1972, players from 37 different countries have won tournaments, while our live broadcast reaches more than 490 million homes in more than 150 countries every week, generating in excess of 2,200 global broadcast hours for each event. We also enjoy the support of many of the world’s leading business brands with Rolex, BMW, Callaway, DP World, Emirates, Workday and Zoom as Official Partners.
The European Tour also manages the developmental Challenge Tour and the Legends Tour (formerly known as the Staysure Tour) which is the men’s professional golf tour for members aged 50 and older.
The European Tour is also the Managing Partner of Ryder Cup Europe, the body which, alongside the PGA of America, administers golf’s greatest team contest, the Ryder Cup.