The PGA of America reached a partnership that will see Legends handle the organization's merchandising efforts. As part of the deal, Legends will operate on-site, online, licensing and corporate merchandising for the PGA's spectator championships: the PGA Championship, Ryder Cup, KPMG Women’s PGA Championship and KitchenAidSenior PGA Championship. In addition, starting in late '22, PGA members will be able to create online stores for their golf facilities and pro shops that will provide improved digital shopping experiences and greater inventory access.
Legends will replace Fanatics, which has handled e-commerce duties for the PGA of America under a contract that expires at the end of the year. The PGA of America will lean on Legends' data-driven expertise to improve its merchandise strategy and product selection, and create new revenue streams. The PGA of America's merchandising and licensing operations have been led by Michael Quirk. As part of the new agreement, Quirk and his team of four staffers will become employees of the Legends Global Merchandise group. Quirk will continue to lead his team as Senior VP/Golf & Strategic Growth.
