The United Football League (UFL) today announced that Legends, a global premium experiences company and leading provider of innovative merchandise solutions, will serve as the Official Event and eCommerce Partner of the UFL.

Under this partnership, Legends’ Global Merchandise division will oversee event merchandise sales, including in-stadium shopping experiences for fans attending UFL events and eCommerce operations, including the League’s online retail platform,

“We are thrilled to collaborate with Legends as our exclusive event and eCommerce partner,” said Ryan Segers, Vice President of Consumer Products at the UFL. “Their proven track record of delivering high-quality merchandise and creating engaging fan experiences aligns perfectly with our vision for the UFL. Together, we aim to elevate the fan experience both online and in-person, setting a new standard for excellence in sports merchandise.”

Legends brings extensive experience in the sports and entertainment industry, specializing in creating unique merchandise programs that resonate with fans across the globe. Their expertise in eCommerce and event merchandise operations will be vital in enhancing the UFL fan experience and driving revenue growth for both parties.

The partnership between Legends and UFL will also see the company design and produce merchandise for the League.

“We are excited to partner with UFL to offer fans of all ages comprehensive merchandise offerings to sport their fandom and celebrate their favorite teams,” said Kirta Carroll, President, Legends Global Merchandise. “In addition to handling the league’s omnichannel merchandise, we are looking forward to partnering with the UFL to design and produce exclusive products for fans as a licensee partner.”

About Legends:

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree data and analytics fueled service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. We are the industry leaders in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit and follow @TheLegendsWay on Twitter and Instagram.

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Mark Perry Editor
Mark Perry, a devoted sports journalist and founder of UFL News Hub, has been a key figure in XFL, USFL and UFL coverage since 2018.

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