PRESS RELEASE: Legends Announces Increased Merchandise Sales for Super Bowl LVII

February 16, 2023

Overall Merchandise Sales up 14% from Last Year and 30% from Super Bowl XLIX in Arizona 

NFL Shops Score 38% Increase from Last Year in Weeklong Pregame Sales 

Legends, a global premium experiences company, today announced increased merchandise sales for Super Bowl LVII at State Farm Stadium in Glendale, Arizona and NFL Shops around town the week leading up to the game. Overall merchandise sales were up 14% from last year and 30% from Super Bowl XLIX in Arizona. Legends is partnered with the NFL to execute on-site retail for the Super Bowl and other NFL tentpole events. 

Fans turned up big in advance of the big game in Arizona with a 38% overall year-over-year increase in sales during the weeklong lead in across all NFL Shops in town. The NFL Shop presented by Visa at Super Bowl Experience at the Phoenix Convention Center outperformed last year’s main Super Bowl Experience store by 36%. This marks the second highest ever merchandise sales at Super Bowl Experience, behind Super Bowl 50, which was open for an extended eight days compared to seven days this year. Super Bowl retail pop-up and hotel locations throughout Phoenix, Scottsdale and Old Towne saw a 44% increase in merchandise sales over 2021 in Los Angeles. 

The merchandise per cap for Super Bowl LVII game day sales at State Farm Stadium saw a 31% increase over the last Super Bowl in Glendale in 2015. There were 36 merchandise locations inside State Farm Stadium and 10 portable retail trailers outside the stadium. 

“Legends is proud to have partnered with the NFL to give fans an exceptional experience and wide array of products for Super Bowl LVII at State Farm Stadium and NFL Shops throughout the surrounding area,” said Kirta Carroll, President, Legends Global Merchandise. “As the NFL continues to enhance and expand the pregame experience and events the week leading up to Super Bowl, we are seeing more fans buy merchandise in advance at our NFL Shops around town to wear game day. We expect this trend to continue and look forward to expanding our footprint further next year to provide fans even easier access to the Super Bowl gear they want in advance of the game.” 

Legends was the NFL’s official retail merchandise concessionaire for Super Bowl LVII, with more than 600 employees working to provide a first-class experience for fans across all Super Bowl merchandise operations. The NFL Shop presented by Visa at the Super Bowl Experience was open for one week from Saturday, February 4 through Saturday, February 11 and covered 30,000 square feet. The store offered the largest collection of Super Bowl merchandise anywhere, with 1,000 styles available for fans of all ages, including offerings from more than 30 different licensees with the majority of the product mix being exclusive. In addition to the main NFL Shop presented by Visa, there was an NFL Shop at Super Bowl Experience in Hance Park, six pop-up locations around Phoenix, Scottsdale and Old Towne and 35 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, Nevada.

See also: Press Release