College Football Playoff & Legends Announce Record-Breaking Merchandise Sales for 2024 National Championship

January 11, 2024

The 10th anniversary of the College Football Playoff (CFP) National Championship achieved historic highs for merchandise sales on-site and online. Sales surpassed the previous high achieved in the first year of the national championship game by 28% overall. Legends has managed omnichannel merchandise for College Football Playoff since the 2021-22 season. 

Compared to the 2023 CFP National Championship weekend in Los Angeles, merchandise sales in Houston increased across the board, including stadium game day sales on-site up 6%, Playoff Fan Central sales up 62%, and hotel sales up 36%. 

eCommerce sales saw a 70% jump over the previous high driven by a new shop-in-shop promotion helping fans on-site avoid lines by offering the same products on As Michigan clinched its first national championship in the College Football Playoff era, the website spiked and initial quantities of the Michigan 2024 National Champions hat and hoodie sold out within three minutes, and most other national championship products went in under 10 minutes. 

Fans were excited by an expanded product offering this year, including a wider selection of school-specific products and new clothing, headwear, accessories, and novelty items, including premium products from nationally-known apparel brands, athleisure wear, big oversized hats, and College Football Playoff mascot merchandise featuring Perry the Pylon. Collectibles were also popular this year with Michigan and Washington both vying for their first College Football Playoff National Championship. 

A portion of the proceeds from the CFP Shop benefit the College Football Playoff Foundation in support of PK-12 teachers nationwide. The CFP Foundation’s primary cause platform, Extra Yard for Teachers, is dedicated to elevating the teaching profession by inspiring and empowering teachers in four focus areas: resources, recognition, recruitment and retention, and professional development, all in order to prepare our nation’s students for success. 

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe across e-commerce, in-venue retail, large-scale live events, brick-and-mortar store operations, licensing, and customer merchandise.

See also: Press Release