PRESS RELEASE: Legends Global Achieves Record-Breaking Merchandise Sales at The 2026 BNP Paribas Open For The Fourth Consecutive Year
Legends Global, the premier partner to the world’s greatest live events, venues, and brands, announced today that it achieved record-breaking merchandise sales for the fourth year in a row at the 2026 BNP Paribas Open, held March 1-15 at the Indian Wells Tennis Garden.
In 2026, merchandise sales were 36% higher than the previous record achieved by Legends Global last year. This growth was supported by a 14% rise in average transactional value, a 25% increase in merchandise per cap and a 9% growth in capture rate, which all surpassed previous performance records set in 2025. In the four years since taking over merchandise operations for the BNP Paribas Open, Legends Global has more than tripled merchandise sales revenue increasing it by 227%. During this period, the company also raised merchandise per caps by $19, average transactional value by 59% and capture rate by 93%.
Central to this year’s success was a landmark partnership between Legends Global and lululemon, the new official apparel and footwear outfitter for the BNP Paribas Open. lululemon designed a custom, dedicated space for their brand within the Tennis Paradise Shop to expand its presence and provide fans with a curated merchandise line featuring high-performance and high-style tennis gear.
“The BNP Paribas Open offers an incredible opportunity for our team at lululemon to bring the passion we feel for our guests, and our love for tennis to one of the most prestigious tournaments in the world. We take pride in designing styles that bring high performance on and off the court,” said Frank Ha, Vice President, Strategic Partnerships, lululemon. “Legends Global was a natural partner in bringing this innovative, premium product directly to tennis players and fans. They are proven leaders in this space, and we look forward to building on this exciting momentum together in the coming years.”
“Alongside the BNP Paribas Open, we take immense pride in enhancing the retail experience year after year at one of the world’s premier tennis events,” said Michael Quirk, Chief Commercial Officer of Merchandise, Legends Global. “Collaborating with a global and creative partner like lululemon this year enabled us to create a shopping environment for fans that perfectly reflects a tournament defined by athletic excellence and continued innovation.”
As the official on-site merchandise provider for the BNP Paribas Open, Legends Global constructed an expansive retail shop spanning 27,000 square feet, featuring the largest collection of BNP Paribas Open and tennis merchandise in the tournament’s history. Over 1,500 items from more than 50 brands and vendors were available for fans of all ages. The improved shopping experience at the Tennis Paradise Shop was also highlighted by a live DJ and 18 terminals for enhanced customer service and faster checkout speeds.
Legends Global’s fully-integrated retail and merchandising platform spans eCommerce, in-venue retail, large-scale live events, brick-and-mortar operations, licensing, and custom merchandise.