Legends has announced the appointment of Sergio Nieto to the new role of general manager, retail for Real Madrid, where he will oversee the end-to-end merchandise operations for Legends’ omnichannel retail partnership with Real Madrid. 

An industry leader, Nieto joins Legends after 20 years in the sports industry. From 2006 to 2016, Nieto launched Under Armour’s retail programs in Spain and Portugal – including implementing a comprehensive omnichannel program, introducing the brand locally and opening 46 stores and shop-in-shops in 10 years. In recent years, Nieto led a consulting agency that worked with brands like Patagonia and Nike and was responsible for the sales, marketing and distribution for these brands in the Iberian market. Nieto’s previous work also included working with Olympic federations on customized merchandising collections. 

Working closely with Legend´s corporate office in London, and the Legends Global Merchandise division, Nieto will lead Legends’ operations from Spain, including managing the Real Madrid official stores, e-commerce platform and the new Flagship Megastore at the Estadio Santiago Bernabéu. His team will oversee the delivery of customer service, multi-channel marketing, merchandise development and delivery to market and operations to support Real Madrid’s expansive omnichannel retail program and its global franchise program. Nieto will report to Victoria Hawksley, vice president, international retail, Legends.

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