Sports and live entertainment company AEG has announced a partnership pursuant to which Rank + Rally will operate the company’s online and brick and mortar retail operations, Staples Center and StubHub Center in Los Angeles, US, and Target Center in Minneapolis, US.
Under the terms of the agreement, all retail spaces at the venues will be operated by Rank + Rally, which will also manage e-commerce for the facilities and their home teams.
The in-venue stores at Staples Center will also continue to operate under the TEAM LA brand and at StubHub Center under the Galaxy Team Store brand.
AEG chief revenue officer Todd Goldstein said: “By 2026, licensed sports merchandising is expected to grow to $46.8bn, and consumer’s shopping preferences are continuing to shift to e-commerce platforms.
“This new partnership with Rank + Rally will allow us to better serve our customer’s both in-store and online.”
Through the partnership, which expands AEG’s relationship with Rank + Rally’s parent company Levy, Rank + Rally will serve as the exclusive in-venue retailer for the Los Angeles Lakers, Los Angeles Clippers, Los Angeles Sparks, Los Angeles Kings, Los Angeles Chargers, LA Galaxy, Minnesota Timberwolves, and Minnesota Lynx.
As part of this, Rank + Rally will ensure that the retail experiences for the AEG venues remain at the forefront of technology.
Levy president and CEO Andy Lansing said: “Our wonderful partnership with AEG has allowed us to create unforgettable hospitality experiences for our guests at these great buildings and, through this expanded partnership, we’re excited to create retail and e-commerce experiences that are equally remarkable.”