CONMEBOL appoints Legends to oversee Copa America 2024 official stores

The deal with Legends includes both physical and digital storefronts, with fans able to purchase merchandise in all 14 Copa America 2024 host cities across the US.

The governing body of football in South America, CONMEBOL has selected Legends, a premium experiences company, to manage the official merchandise sales for the Copa America 2024 national team competition.

The partnership will see the firm handle the tournament’s official stores as well as unique competition merchandise.

The agreement includes both physical and digital storefronts, with supporters able to purchase jerseys, scarves, caps, flags, pennants, and pins in all 14 host cities across the United States, as well as online at

Alejandro Domínguez, President of CONMEBOL, said, “The CONMEBOL Copa América 2024 will be an unprecedented event for the Confederation. We want all fans to experience and feel the grandeur of South American football, and this collaboration with Legends will bring us closer to that goal, as everyone interested can purchase exclusive tournament-branded products both physically and digitally.”

Legends is a global premium experiences firm that provides amazing live and digital experiences for fans worldwide by partnering with some of the most recognisable and cutting-edge sports and entertainment companies. In order to help its partners increase income, strengthen their brand, and carry out their vision, the firm provides a 360-degree service solution platform powered by data and analytics.

Kirta Carroll, President of Legends Global Merchandise, commented, “We are very excited to partner with CONMEBOL and serve as the official merchandise provider for the CONMEBOL Copa América 2024. Our team is designing and producing a wide range of exclusive apparel and novelty items for fans at each match and for those watching globally to commemorate this incredible event.”

In recent times, CONMEBOL has also announced many commercial partners for Copa America, such as TCL, BYDAbsolut SportUnilever, and Betano.

The 48th edition of the 16-team Copa America has returned to the United States for the first time since 2016. The first game of the tournament saw Argentina defeat Canada 2-0 at the Mercedes-Benz Stadium in Atlanta.

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