Legends register ‘super’ sales at Super Bowl


Merchandise sales for last Super Bowl increased Image: Legends

Legends, a global premium experiences company, recently announced increased merchandise sales for Super Bowl LVII at the State Farm Stadium in Glendale, Arizona (US) and National Football League (NFL) Shops around town the week leading up to the game.

‘Legends’ stated that the overall merchandise sales were up 14 percent from last year and 30 percent from Super Bowl XLIX in Arizona. Legends are partnered with the NFL to execute onsite retail for the Super Bowl and other NFL tentpole events.

Founded in 2008, New York (US)-based 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. They are the industry leaders in designing, planning and realizing exceptional experiences in sports and entertainment.

Super Bowl LVII was an American football game played to determine the champion of the National Football League for the 2022 season. The American Football Conference champion Kansas City Chiefs defeated the National Football Conference champion Philadelphia Eagles 38-35. The spectacle was held at the 63,400-capacity State Farm Stadium in Glendale, Arizona, US.

New York (US)-based the National Football League (NFL) is a professional American football league that consists of 32 teams, divided equally between the American Football Conference and the National Football Conference.

The Super Bowl is the annual final playoff game of the National Football League (NFL) to determine the league champion. It has served as the final game of every NFL season since 1966, replacing the NFL Championship Game. Since 2022, the game is played on the second Sunday in February.

‘Legends’ further stated that fans turned up big in advance of the big game in Arizona with a 38 percent 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 in Phoenix, Arizona, outperformed last year’s main Super Bowl Experience store by 36 percent. This marks the second highest ever merchandise sales at Super Bowl Experience (an interactive ‘theme park’ featuring various fan-oriented attractions), behind Super Bowl 50, which was open for an extended eight days compared to seven days this year.

The Super Bowl 50 was an American football game to determine the champion of the National Football League for the 2015 season.

Super Bowl retail pop-up and hotel locations throughout Phoenix, Scottsdale (City in Arizona) and Old Towne saw a 44 percent increase in merchandise sales over 2021 in Los Angeles.

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

Said Kirta Carroll, President, Legends Global Merchandise, “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 the State Farm Stadium and NFL Shops throughout the surrounding area. As the NFL continues to enhance and expand the pregame experience and events the week leading up to the Super Bowl, we are seeing more fans buy merchandise in advance at our NFL Shops around town to wear on gameday. 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 February 4th through February 11th 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 the Super Bowl Experience held at the Margaret T. Hance Park in Phoenix, Arizona, six pop-up locations around Phoenix, Scottsdale and Old Towne and 35 hotels carrying merchandise, all operated by Legends.

Legends manage on-site retail at the NFL tentpole events, including the Super Bowl, Pro Bowl Games (an annual event held by the National Football League featuring the league’s star players), NFL Draft (player recruitment) 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 the Caesars Palace in Las Vegas, Nevada.

The NFL Combine, also known as the NFL Scouting Combine, this four-day, invitation-only event allows NFL scouts to evaluate that year’s top draft-eligible college players on a variety of medical, mental and physical criteria. Only 300 or so players attend each year.

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