Legends, a global premium experiences company, today announced record-breaking merchandise sales for Super Bowl LVIII in Las Vegas, Nevada. Overall merchandise sales surpassed the previous record at Super Bowl 50 in San Francisco and were an 18% increase over Super Bowl LVII in Arizona. This includes merchandise revenue at Allegiant Stadium, Super Bowl Experience, hotels and pop-up locations throughout Las Vegas, and the NFL Las Vegas presented by Visa Store at The Forum Shops at Caesars Palace. Legends was the NFL’s official retail merchandise concessionaire for Super Bowl LVIII.
NFL Shop presented by Visa at the Super Bowl Experience presented by Toyota, which was open Wednesday through Saturday this year, outperformed last year by 24% when compared to equivalent days. Super Bowl retail pop-up, hotel locations, and the NFL Las Vegas Store saw a 135% increase in merchandise sales over 2023 in Phoenix.
For the first time this Super Bowl, the NFL Shop at the Super Bowl Experience featured a first-of-its-kind self-checkout solution for fans. Half of the registers at the Shop were self-checkout, 20 out of 40, and fans chose self-checkout 46% of the time. The average transaction time was a speedy 49 seconds.
The merchandise per cap for Super Bowl LVIII game day sales at Allegiant Stadium saw a 2% increase over last year in Phoenix. There were 13 merchandise locations inside Allegiant Stadium and nine portable retail locations outside the stadium.
“Fans showed up ready to shop in Las Vegas, and our team was ready at locations around the city with an expanded assortment of merchandise offerings from more than 50 partners, including more lifestyle and women’s apparel, the exciting capsule collection co-designed by Usher and the NFL, and unique designs celebrating Las Vegas,” said Kirta Carroll, President, Legends Global Merchandise. “We also helped fans shop faster with self-checkout for the first time at the NFL Shop at Super Bowl Experience. Our team is incredibly proud to partner with the NFL to deliver a first-class experience for fans at Super Bowl looking to rep their favorite team or take home a memory from the big game.”
Legends had more than 500 employees in Las Vegas, leveraging resources from across the country, working to provide a first-class experience for fans across all Super Bowl merchandise operations. The NFL Shop at the Super Bowl Experience was open for four days from Wednesday, February 7 through Saturday, February 10 and covered 30,000 square feet. The store offered the largest collection of Super Bowl merchandise anywhere, with 500 styles available for fans of all ages, including offerings from more than 50 different licensees. In addition to the main NFL Shop, there was a pop-up location at Verizon Activation at the Jimmy Kimmel Comedy Club on the Linq Promenade and 17 hotels carrying merchandise, all operated by Legends.
Legends manages on-site retail at NFL tentpole events, including the Super Bowl, Pro Bowl Games, NFL Draft and NFL Combine. In addition, Legends operates the NFL Las Vegas presented by Visa, an innovative NFL-themed store located in the renowned Forum Shops at Caesars Palace in Las Vegas.