Legends’ global merchandise division will work closely with Dortmund’s merchandising, IT, and e-commerce teams. (Frederic Scheidemann/Getty Images)

Borussia Dortmund, the German soccer giants, have today announced a new, long-term partnership with premium sporting experiences company Legends.

Under the agreement, the two parties will work together to create an e-commerce platform.

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Legends’ global merchandise division will work closely with the Bundesliga club’s merchandising, IT, and e-commerce teams to develop “a more integrated, seamless international e-commerce experience with new and more comprehensive merchandise offerings.”

The team at Legends will also support Dortmund’s marketing by “focusing on sustainable growth in all international markets for the online shop.” 

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.”

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Founded in 2008, Legends is financially backed by private equity investment firm Sixth Street and its retail and merchandising vertical solution spans e-commerce, in-venue retail, large-scale live events, brick-and-mortar store operations, licensing, and customer merchandise.

The company has operated omnichannel retail experiences for several major sporting events and organizations, including the 2024 Paris Olympics and Paralympics, 2023 Rugby World Cup, FIFA Women’s World Cup 2023 and FIFA Online Store, 2023 Ryder Cup, Dallas Cowboys, New York Yankees, and Real Madrid.