The PGA of America has signed a new deal with the global premium experiences company, Legends as a strategic partner. The company is specialised in data intelligence with a holistic approach towards sports and entertainment organizations and venues.
Legends will work to develop on-site, online, licensing and corporate merchandising for the PGA’s spectator championships – Ryder Cup, KPMG Women’s PGA Championship, PGA Championship and KitchenAid Senior PGA Championship.
Looking at Legends’ experience in the past, this deal will be a great opportunity for the PGA of America to grow merchandising strategy for spectator championships as this is an area in demand.
PGA of America President Jim Richerson said, “Bringing in Legends to handle this expanding area of our Association is a logical next step in these efforts.”
This transition from PGA’s merchandising and licensing department, which is led by Michael Quirk will be part of the Legends Global Merchandise group. Following a record-breaking sales performance at the Ryder Cup, the team will leverage Legends’ extensive resources to continue to innovate the on-site and online shopping experience for Championships and golf facilities alike.
The PGA’s new e-commerce solution will now allow fans to shop a wider range of online products than ever before. In addition, the e-commerce online stores that will be created in late 2022 can be used by PGA Members for their golf facilities and pro shops.
Legends Global Merchandise is the topmost brand in the world in the event retail and merchandising sector, having worked with some of the top brands in sports and entertainment. With this contract, the company will use its vertical abilities, extensive data, and analytics to fasten the growth of the PGA’s merchandising through this partnership.
Legends Co-President and COO Mike Tomon said, “With PGA’s merchandise team integrating with Legends Global Merchandise, together we will deliver a seamless omnichannel experience on-site and through e-commerce to build a dynamic merchandise approach for the future.”