University of Michigan announces new online merchandiser partnership

Despite coming off of the best three-year stretch in school history when it comes to the football program, Michigan football retailer, The M-Den, fumbled the bag.

Facing bankruptcy, The M-Den didn’t just shut down the majority of its stores, but it also closed its online shop, leaving the University of Michigan behind the 8-ball just days before the 2024 season.

Well, at least one solution has been made.

The Michigan athletic department announced on Saturday, hours before kickoff, that it is partnering with Legends to handle its online merchandise. The deal is for 10 years.

Full release

The University of Michigan Athletic Department announced today that it has entered into a 10-year partnership with global premium experiences company Legends to create a best-in-class online shopping experience for fans and at all existing athletics facilities.

Legends will have the exclusive rights to manage, operate, sell, and distribute all Michigan-licensed merchandise and will operate the ‘Official Team Store,’ which will continue under the MDen name. Legends will use a data and fan-led approach to develop an industry-leading customized merchandise solution for Michigan that will deliver an expanded product assortment and enhanced customer experience for students, alumni, and fans wherever they purchase their U-M gear. In addition to the existing athletics facilities, work is underway to secure a new off-campus retail store location.

“Our partnership with Legends will provide our fans with a fully integrated retail experience both in-venue and online,” said Warde Manuel, U-M’s Donald R. Shepherd Director of Athletics. “Fans will be able to purchase a comprehensive assortment of licensed products from a best-in-class retail partner that focuses on a holistic customer experience. We are excited to begin this new venture with Legends.”

“Legends is honored to partner with U-M to deliver their passionate fans an enhanced, seamless shopping experience. Our team will work alongside U-M to maximize fan expression and the University’s powerful brand affinity through compelling products and premium experiences,” said Kirta Carroll, President, Legends Global Merchandise.

Added Mike Behan, President, Legends College: “Innovative universities like U-M are thinking differently about generating revenue in the new collegiate landscape. Legends’ expertise in creating customized solutions focused on the fan experience and monetization for premier athletic departments makes this a perfect fit.”

Michigan and Legends’ partnership expands beyond merchandise and includes Legends research arm CSL executing a premium experiences study for Michigan Stadium.

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe. This includes vast experience developing and operating eCommerce and retail experiences for some of the world’s largest sporting events and organizations: Super Bowl, Paris 2024 Olympic and Paralympic Games, PGA Championship, College Football Playoff, Dallas Cowboys, New York Yankees, Real Madrid and a growing roster of NCAA partnerships, including Indiana University, Georgia Institute of Technology, Ohio State University, Purdue University, and Villanova University.