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Global sports giant turbo charges Super Rugby shopping experience

New Zealand Super Rugby fans can look forward to a world-class merchandise offering for 2024 and beyond after the five Kiwi Super clubs signed a collective agreement with sports and entertainment premium experiences company Legends.


Legends is a globally recognised retail and merchandising company that delivers the retail experience for some of the most iconic brands in sport such as Real Madrid and the New York Yankees.


Most recently, Legends managed the on-site merchandise offering for the FIFA Women’s World Cup held in New Zealand and Australia, the Rugby World Cup in France, and golf’s Ryder Cup in Italy.


As part of this new collective agreement, Legends will take over the management of the New Zealand Super Rugby club’s online and in-venue merchandise programmes. Legends will also work with each club to deliver improved merchandise infrastructure and sales support tools.


Colin Mansbridge, Crusaders and Matatū CEO, said the partnership was a step in the right direction for Super Rugby and “looked forward to what it means for the future of our merchandise experience”. 

“Crusaders and Matatū are thrilled to partner with Legends, a company with proven success and processes,” Mansbridge said.


“Legends have committed to investing in the retail experience at our games , so members and fans can expect larger retail spaces and an improved experience.”


“They have worked with some of the biggest names in sport around the world, and their partnership with Super Rugby is a confirmation in the quality of our entertainment offering.


The online experience is set to be smoother as well with a uniform look across all e-commerce sites and easy access from


Victoria Hawksley, Executive Vice President of International Retail, Legends said:


“Legends is proud to partner with the New Zealand Super Rugby clubs to deliver an exciting new merchandise offering and enhanced shopping experience online and in-venue for their passionate fans.”


Super Rugby fans can look forward to hearing more about the new retail experience in-venue and online in the New Year.