The European Tour Partners with Legends to Deliver Merchandise Solutions

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The European Tour has 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, 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.”

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