The BNP Paribas Open has set a new merchandise sales record in 2026, posting a 36% increase compared to the previous year, according to organizers.
Held at the Indian Wells Tennis Garden between March 4 and 15, the tournament continues to strengthen its commercial performance through its long-standing partnership with Legends Global.
Sustained Growth Across Key Metrics
The latest record marks the fourth consecutive year that Legends Global has achieved growth in merchandise sales at the event. The 2026 edition saw notable gains across several key performance indicators:
- A 14% rise in average transaction value
- A 25% increase in merchandise per customer
- A 9% improvement in capture rate
These metrics contributed to the overall 36% jump in total sales, highlighting the effectiveness of the tournament’s evolving retail strategy.
Expanding Retail Experience
Legends Global has significantly expanded the tournament’s retail footprint since taking over merchandise operations in 2022. The on-site store now spans approximately 27,000 square feet and features over 1,500 products from more than 50 brands and vendors.
This year’s edition also introduced enhancements such as live music and 18 checkout terminals to improve the fan shopping experience and reduce wait times.
Brand Partnerships Driving Innovation
A key element of the 2026 success was the involvement of Lululemon, which served as the official apparel and footwear partner. The brand introduced a dedicated retail space within the main store, offering a curated merchandise line tailored to the tournament audience.
Commercial Momentum Continues
Since Legends Global began managing merchandise at Indian Wells, overall sales revenue has more than tripled—representing a 227% increase over four years. The company has also significantly improved per-customer spending and overall conversion rates, reinforcing the event’s position as one of the most commercially successful tournaments outside the Grand Slams.
The continued growth at Indian Wells highlights how strategic partnerships and enhanced fan experiences are reshaping the commercial landscape of modern tennis.