U.S Soccer Federation and Legends Announce Retail Partnership Extension

Partnership aims to elevate national team event and digital retail experiences for U.S. soccer fans.
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License Global

November 16, 2022

A U.S. Soccer store.
A U.S. Soccer store.Legends

The U.S. Soccer Federation (USSF) and


have announced a long-term, multiyear agreement, building on four years of partnership to keep Legends as the provider for all U.S. Soccer Store experiences both online and at events. 

“We're incredibly excited and energized to extend our partnership with Legends,” says Maribeth Towers, vice president, consumer products, U.S. Soccer Federation. “Providing our fans with the best-possible shopping experiences at our events and online is a priority for us, and Legends has a proven record of doing just that while also helping us provide an amazing range of merchandise. We're excited to continue building on the foundation we've established over the past few years.” 

Legends recently executed a complete redesign of the online U.S. Soccer Store, presented by Visa. Legends and U.S. Soccer will continue to evolve the digital shopping experience to serve fans. In addition, Legends will continue to operate retail experiences at all official USSF events including

Visa Fan Studio, a mobile unit that can be deployed at U.S. Men’s and Women’s National Team matches. 

Plans include implementing an interactive version of the Visa Fan Studio that will feature exclusive fan engagement experiences, first-look product drops and the largest product selection available yet. 

“Legends is proud to continue our partnership with U.S. Soccer both digitally and via physical footprint at all USSF events,” says Kirta Carroll, president, Legends Global Merchandise.   

 “There is so much momentum behind the sport within our nation and we are thrilled to help the federation best serve their growing fanbase through great product and custom, incredible experiences.” 

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