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Borussia Dortmund and Legends unite to create unique merchandise offering

Published: Updated: 17:02, 29 Feb 2024
The Bundesliga club have partnered with the globally recognised merch giant in a long-term deal

Bundesliga club Borussia Dortmund have recently announced a long-term partnership with Legends, a leading provider of sporting experiences. This collaboration is set to revolutionize the club's e-commerce platform, providing fans with an enhanced and comprehensive merchandise experience.

This partnership marks a strategic move by Dortmund to amplify its online presence and cater to the evolving needs of its global fanbase. Under this agreement, BVB and Legends will work together on developing an innovative e-commerce platform that aligns with today's global market trends.

Collaboration between Dortmund and Legends set to transform fan merch experience

Legends' globally recognized merchandise division will play a pivotal role in this endeavour. They will work closely with Dortmund’s merchandising, IT, and e-commerce teams to ensure the seamless integration of their expertise into the new platform.

Legends Managing Director of Central Europe, Nick von Doetinchem, 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.”

This collaboration between Borussia Dortmund and Legends goes beyond just enhancing the club's e-commerce platform. It also includes supporting BVB’s marketing initiatives aimed at sustainable growth across international markets.

By leveraging Legends’ expertise in sports retailing and merchandising solutions, Dortmund aims not only to strengthen its brand presence but also to foster deeper engagement with Dortmund fans worldwide.

This initiative transcends geographical limitations allowing fans from all corners of the world access to exclusive merchandise while feeling more connected than ever before.

The partnership is another step in the right direction for fan-centric Dortmund

This multifaceted collaboration underscores Dortmund’s commitment towards holistic growth as well as fan-centric initiatives that aim at improving overall fan experience both online and offline.

Carsten Cramer, the Managing Director of Borussia Dortmund, 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 fulfilment centre to reduce shipping lead times and costs for fans worldwide were key factors in our decision to work with them.”

Established in 2008 and backed by Sixth Street, Legends has emerged as a leading force in retailing solutions for sports franchises.

Their impressive track record spans prestigious events like the Paris Olympics and the FIFA World Cup, alongside collaborations with top-tier sports franchises such as the Dallas Cowboys and Real Madrid.

Their extensive experience in omnichannel retail operations makes them an ideal partner for BVB as they seek to enhance their merchandise offering and overall fan experience.

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