Borussia Dortmund and Legends team up to enhance merchandise offerings

Borussia Dortmund have partnered with Legends to enhance their e-commerce platform, providing fans with an enhanced and immersive merchandise experience.

Borussia Dortmund (BVB), a football club which plays in the Bundesliga, have unveiled a long-term partnership with Legends, a premier provider of sporting experiences.

The collaboration aims to elevate the club’s e-commerce platform, offering fans a more immersive and comprehensive merchandise experience.

Under a long-term agreement, BVB and Legends will collaborate to develop an innovative e-commerce platform suited for today’s global market. Legends’ renowned global merchandise division will play a crucial role, collaborating closely with Dortmund’s merchandising, IT, and e-commerce teams. This partnership signifies a strategic move to enhance the German club’s online presence and cater to the evolving needs of their fanbase.

In addition to enhancing the e-commerce platform, Legends will also support BVB’s marketing endeavours, prioritising sustainable growth across global markets. Leveraging Legends’ expertise, Dortmund seeks to bolster its brand presence and foster deeper engagement with Borussens worldwide, transcending geographical limitations. This multifaceted collaboration underscores Dortmund’s commitment to holistic growth and fan-centric initiatives.

Nick von Doetinchem, Managing Director of Central Europe, Legends, said, “BVB is an iconic brand with one of the most passionate fan bases in football. Legends is proud to become part of the incredible black and yellow family to help deliver the ultimate online shopping experience for BVB fans globally,” 

Carsten Cramer, BVB Managing Director, said, “Partnering with Legends represents a significant milestone in our journey to offer the best possible e-commerce experience to our Borussia Dortmund fans worldwide. Legends’ international expertise in e-commerce and marketing coupled with the possibility of using an international fulfillment center to reduce shipping lead times and costs for fans worldwide were key factors in our decision to work with them.”

Established in 2008, Legends, backed by Sixth Street, has become a leading force in retail and merchandising solutions. With a track record spanning prestigious events like the Paris Olympics, and FIFA World Cup, and collaborations with sports franchises such as the Dallas Cowboys and Real Madrid, Legends’ extensive experience in omnichannel retail operations is evident.

Currently placed fourth in the Bundesliga standings, Schwarzgelben have secured 11 wins, eight draws, and four losses in the ongoing season. Their upcoming match is against 1. FC Union Berlin on March 2 at 8:00 PM IST.

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