SPORTS BUSINESS JOURNAL: Legends builds out largest ever Fan Shop for Solheim Cup
By Josh Carpenter
A consistent theme in women’s golf in recent years has been to try and elevate all facets of the game to the same levels experienced by men’s players. From major championship courses to TV windows to shot-tracking data.
This week in Virgnia, the merchandise pavilion at the Solheim Cup is more evidence of that trend.
The Solheim Cup Fan Shop, which is being handled by Legends, spans 10,000 square feet, the largest ever for the event. While not at the same scale as some of the men’s tournaments — the PGA Championship pavilion this year was 50,000 square feet — the structure at Robert Trent Jones Golf Club gives off a big-event feel.
“Our goal here was to partner with the LPGA on what’s the most electrifying event in women’s golf,” said Mike Quirk, the chief commercial officer for Legends Global Merchandise. “We go into all of our relationships just trying to paint that picture for them and extend the story or the brand.”
Legends first signed with the LPGA in the spring of 2023 to manage e-commerce sales as well as the merchandise buildout for the Solheim Cup.
“As women’s sports continues to grow, so are the things that are connected to it,” Quirk said. “The size of the tent warrants the level of the event and the attendance they’ll see this week.”
The pavilion this week is being staffed with about 50 volunteers, four college interns and around 10 Legends employees. Brands inside include Dunning, Imperial, Summit Golf Brands/Zero Restriction for the U.S. team and Ping for the Europeans.
Other collaborations include Malbon Golf, Barstool Sports, Lululemon, G-Fore and New Era.
Merchandise is available for both European and U.S. teams, as well as event-specific items and accessories themed to the Northern Virginia and DC areas.
“It connects with the state of Virginia but also with the global presence of the Solheim Cup,” Quirk said. “It’s trying to do both. You’ve got the Solheim brand and the global presence it has, but then also trying to work in the local flavor.”