Super Bowl 50 Case Study


In honor of the NFL’s 50th Super Bowl, the league wanted to celebrate the history of the game and have an expanded retail experience in and around San Francisco the week leading up to Super Bowl 50. The NFL partnered with Legends to execute all in-venue and pop-up retail locations for the game.


Legends sourced and delivered eight mobile retail units, which consisted of trucks and shipping containers. Over 900 team members and 75 managers led operations on the ground, directing traffic and putting together a cohesive retail experience for guests.


As Super Bowl 50 concluded, Legends established a gross volume Super Bowl sales record, bringing in over $4.6 million in merchandise sales. Additionally, a record game-day per cap was set at $58.77.