IndyCar and IMS extend retail partnership with Legends

Multi-year extension includes ecommerce, brick and mortar store operations, as well as live events.

IndyCar and the Indianapolis Motor Speedway (IMS) have extended their retail partnership with Legends.


  • Multi-year extension includes ecommerce, brick and mortar store operations, as well as live events
  • The agency will rollout store upgrades, plus new and expanded merchandise offerings
  • Legends will also manage a new traveling IndyCar store

Context: Legends has been partnered with IndyCar and IMS since 2014, with an operation that includes more than 50 stores at the famous racing venue during the Indy 500.

Comment: Mark Miles, president and chief executive of Penske Entertainment, said: “The extension of this partnership with Legends is great news for our loyal fans. Our retail offerings have increased in quality and quantity over the last eight years with Legends, and we will work together to provide an even wider variety of all categories of apparel and collectibles in the years to come.”

Coming next: Following the opening race of the season on 5th March, IndyCar returns on 2nd April at the Texas Motor Speedway.

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