Legends INDYCAR-IMS deal to ‘drive’ growth

Article posted by Coliseum, March 9^th, 2023

Image: IMS, IndyCar & Legends

INDYCAR and the Indianapolis Motor Speedway (IMS) have renewed their multiyear agreement with the premium experiences company Legends to serve as their official retail partner inclusive of e-commerce, brick-and-mortar store operations and live events. As part of the extended relationship, Legends is increasing its investment and commitment to fans of both entities with new and expanded merchandise offerings, store upgrades and a new traveling INDYCAR store.

‘Legends’ stated that Legends Global Merchandise, a division of the global premium experiences company Legends, has served as the official retail partner of INDYCAR and IMS since 2014. The company operates over 50 stores onsite at the IMS during the Indianapolis 500 presented by Gainbridge and the Month of May, a year-round store at the Indianapolis Motor Speedway Museum, a walk-in store that travels to all NTT INDYCAR SERIES event weekends and the online retail shop for INDYCAR and IMS.

Indiana (US)-based INDYCAR, LLC, is an American-based auto racing sanctioning body for Indy car racing and other disciplines of open wheel car racing.

Apply for membership

The 257,325-capacity Indianapolis Motor Speedway (IMS) is an automobile racing circuit located in Speedway, Indiana, an enclave suburb of Indianapolis, Indiana (US). It is the home of Indianapolis 500 and the Verizon 200, and formerly the home of the United States Grand Prix.

Founded in 2008, New York (US)-based Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree data and analytics fueled 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. They are the industry leaders in designing, planning and realizing exceptional experiences in sports and entertainment.

Legends Global Merchandise’s vision is to be the premier retail and merchandizing company in the world. It offers a fully customized, customer-centric, omnichannel shopping experience for fans worldwide. Its vertical service solution allows it to provide the latest trends, styles, designs, and brand collaborations for different categories.

The Indianapolis 500, formally known as the Indianapolis 500-Mile Race, and commonly called the Indy 500, is an annual automobile race held at the Indianapolis Motor Speedway in Speedway, Indiana, United States, an enclave suburb of Indianapolis.

The INDYCAR SERIES, currently known as the NTT INDYCAR SERIES under sponsorship, is the highest class of regional North American open-wheel single-seater formula racing cars in the United States, which has been conducted under the auspices of various sanctioning bodies since 1920 after two initial attempts in 1905 and 1916.

‘Legends’ further stated that since taking over operations in 2014, Legends has helped INDYCAR and IMS achieve record-breaking sales and revenue for retail. This includes more than doubling retail revenue for INDYCAR, Indianapolis 500 and at shop.ims.com, as well as an over 50 percent increase in overall revenue for IMS at-venue.

Maintained Mark Miles, President and head honcho of Penske Entertainment, “The extension of this partnership with Legends is great news for our loyal fans. Our retail offerings have increased in quality and quantity over the last eight years with Legends, and we will work together to provide an even wider variety of all categories of apparel and collectibles in the years to come.”

Legends is deepening its partnership with INDYCAR and IMS by investing in an all-new traveling INDYCAR store, modernizing the seasonal and year-round stores at the IMS and hiring additional staff as the popularity of the NTT INDYCAR SERIES, INDY NXT by Firestone and the IMS events continues to grow.

Indy NXT, previously Indy Lights, is an American developmental automobile racing series sanctioned by INDYCAR, currently known as Firestone Indy NXT Series for sponsorship reasons. Indy Lights is the highest step on the Road to Indy, a program of racing series leading up to the INDYCAR SERIES.

In addition, Legends will continue to expand retail offerings, adding a wider assortment of products and new brands, including Holderness & Borne, Tommy Bahama, Levelwear, Johnnie O, Columbia, Zephyr, Blue 84, and more. A new, enhanced INDYCAR and IMS online store will also launch in March.

Commented Kirta Carroll, President, Legends Global Merchandise, “INDYCAR and IMS have incredible fans that Legends has proudly served since 2014 and we are thrilled to be continuing our partnership with both entities. We are always looking to work with our partners to find new and exciting ways to connect with their consumers. The new traveling INDYCAR store and the modernization of the retail shops will provide an elevated experience for fans that we are excited to unveil in the next year.”

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at coliseum-online.com/alliance and make use of the 365Coliseum Business.

Watch 250 member-exclusive videos with valuable tips for your venue