Rugby World Cup taps Legends for global merch and retail push ahead of Japan 2019

Legends International, a specialist when it comes to planning, sales and hospitality, has been named the official retail partner and operator for Rugby World Cup 2019. The appointment has been made via Rugby World Cup Limited and its licensing agent, IMG.

This year will see the World Cup – the world’s second largest sporting event – take place in Japan, running from September 20 to November 2.

During the event, Legends will operate 73 official merchandise stores across the country. All 12 host cities will have retail stores at the venues and in their respective Fanzones. The stores will showcase merchandise featuring all 20 participating unions, exclusive event memorabilia for men, women and children as well as a large range of official licensed products.

An official flagship store will be located in the newly created Shinjuku Odakyu Park, boasting around 11,000 square feet of retail space. The store will be open from August 22 to November 20 and will stock the widest selection of Rugby World Cup 2019 merchandise available.

During the tournament, the Webb Ellis Cup, which is awarded to the winner, will also be on display there as well as match updates in real-time.

World Rugby chief executive officer, 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.”

On top of this, City Fanzones will be established in each city by the local prefectures, enabling fans to cheer for their country from a free public viewing space. Legends plans to add official stores to each Fanzone and in each of the venues. All locations will include a selection of apparel. The physical stores will complement the online store at www.rugbyworldcup.ccom/shop

“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.” said Nick Price, chief commercial officer, Legends International Events.

“We are prepared to bring unparalleled customer experience initiatives to the largest stage in rugby.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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