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Legends lands Rugby World Cup retail contract

Experiential services agency Legends has been appointed as the official retail partner and operator for this year’s Rugby World Cup in Japan.

Legends will operate 73 official merchandise stores across Japan and the appointment coincides with the announcement that a flagship Rugby World Cup megastore will open in Tokyo on August 22.

The 1,000-square-metre store will be located in Shinjuku Odakyu Park in front of the world’s busiest train station in Shinjuku.

The store will stock the complete Rugby World Cup 2019 range, featuring men’s, women’s and children apparel and immersive experiences for fans. Physical stores will complement the online store at www.shop.rugbyworldcup.com.

Legends will open an official store at each of the dedicated fan zones in the World Cup host cities. In-stadium stores will also be opened.

World Rugby chief executive Brett Gosper said: “The official merchandising programme is a Rugby World Cup success story and the opening of the flagship store in one of the world’s iconic and busiest locations further underscores why we believe that Japan 2019 will be a very special tournament for fans as we reach the 50 days to go milestone.”

Legends has been appointed to the role by IMG Licensing, the tournament’s master licensee. The Rugby World Cup will take place from September 20 to November 2.