Legends coffers jingle at Super Bowl show


Legends announces record-breaking sales for Super Bowl Image: LA Rams

Legends, a global premium experiences company, announced on February 16th record-breaking sales for food and beverage, as well as merchandise for Super Bowl LVI at SoFi Stadium in Inglewood, California (US).

The ‘Legends’ stated that Legends operates hospitality, which includes concessions and premium spaces, at SoFi Stadium and is partnered with the National Football League (NFL) to execute on-site retail for the Super Bowl and other NFL tentpole events.

Super Bowl LVI was an American football game played to determine the champion of the National Football League for the 2021 season. The National Football Conference champion Los Angeles Rams defeated the American Football Conference champion Cincinnati Bengals 23-20. It was held on February 13th, 2022 at the SoFi Stadium.

The 70,240-capacity SoFi Stadium is a sports and entertainment complex in Inglewood, California, United States. SoFi occupies the former site of the Hollywood Park Racetrack, three miles from Los Angeles International Airport and immediately Southeast of The Forum indoor arena.

The National Football League (NFL) is a professional American football league consisting of 32 teams, divided equally between the National Football Conference and the American Football Conference.

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree data and analytics fueled service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports, collegiate, attractions, entertainment, and conventions and leisure.

The ‘Legends’ further stated that the overall per cap for Super Bowl LVI, including general concessions, premium dining and merchandise sales, was $167.37, the highest overall per cap in history for a full capacity Super Bowl. This marks a 14 percent increase over the previous record at Super Bowl 50 in San Francisco (US). The number is for Super Bowl gameday sales at SoFi Stadium only.

In total, Legends generated over $18 million in revenue for all NFL-related activities (February 5th-February 13th), including SoFi Stadium sales, NFL Shop presented by Visa at the Super Bowl Experience, additional Super Bowl retail pop-up and hotel locations throughout Los Angeles, and on-site merchandise for the 2022 Pro Bowl in Las Vegas, Nevada.

Said Dan Smith, President of Legends Hospitality, “Our team was incredibly proud to be a part of Super Bowl LVI, turning up the spotlight on Los Angeles and celebrating the diverse culture of the area through our food and beverage program at SoFi Stadium and unique merchandise partnerships with local artistes. The buzz around the game and the City was incredible, with the home team playing and back to a full capacity Super Bowl. Our team worked around the clock to ensure an expedient, first-class experience for fans inside the stadium and at the retail locations throughout the City.”

Maintained Jason Gannon, Managing Director, SoFi Stadium and Hollywood Park, “SoFi Stadium was built to host world-class events like the Super Bowl. We collaborated with Legends on our point-of-sale infrastructure from Day One. For the Super Bowl, we added additional point-of-sale locations and provided multiple types of access points throughout the building and across the Hollywood Park campus for food, beverage and merchandise. This allowed us to operate for the NFL at the highest level and create an unforgettable Super Bowl experience for guests at SoFi Stadium.”

Throughout the stadium there were more than 900 concession points of sale (fixed and handheld), making for easy access for fans to get food and beverages without having to wait in long lines. There were 24 merchandise locations inside the stadium, including the main team store. Outside the venue, there were 12 portable retail trailers.

Legends were the NFL’s official retail merchandise concessionaire for Super Bowl LVI. The NFL Shop presented by Visa at the Super Bowl Experience was open for one week from February 5th through February 12th and covered 30,000 square feet. The store offered the largest collection of Super Bowl merchandise anywhere, with the majority of the product mix being exclusive. In addition to the main NFL Shop presented by Visa, there were five pop-up locations throughout Los Angeles and 30 hotels carrying merchandise, all operated by Legends.

Legends manage onsite retail at NFL tentpole events, including the Super Bowl, Pro Bowl, NFL Draft, and NFL Combine. In addition, Legends and the NFL partnered recently to open NFL Las Vegas presented by Visa, an innovative NFL-themed store located in the renowned Forum Shops at Caesars Palace in Las Vegas, Nevada (US).

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