PRESS RELEASE: College Football Playoff and Legends Global Announce Record-Breaking Merchandise Sales for 2026 National Championship
On-Site Gameday Merchandise Sales Increased 18% Against Previous Record
On Monday, January 19, the College Football Playoff (CFP) National Championship saw record merchandise sales on-site at Hard Rock Stadium, host of the 2026 game. Compared with the previous record-setting 2024 CFP National Championship gameday in Houston, merchandise sales in Miami rose by 18%. Legends Global has managed omnichannel merchandise for the College Football Playoff since the 2021-22 season.
Leading up to gameday, the CFP Shop was located at Playoff Fan Central inside the Miami Beach Convention Center with additional shop activations at Lummus Park and key hotels throughout Miami. Fans had an enhanced shopping experience featuring fresh collections from Antigua, Aviator Nation and Axia Watches, shop-in-shop experiences from adidas, Blue 84, New Era, Nike, Retro Brands, Something Inked and 47 Brand as well as customization stations from New Era and Nike. RFID checkout lanes allowed fans to get in and out quickly with an average transaction time of just 26.2 seconds.
“This year’s CFP Shop was brought to life all across South Florida, stretching from downtown Miami to South Beach and Hollywood, culminating in a historic national championship game at Hard Rock Stadium in Miami Gardens,” said Mike Quirk, Chief Commercial Officer of Merchandise, Legends Global. “By working hand in hand with the CFP, our team was able to deliver a truly once-in-a-lifetime experience for both local residents and traveling fans throughout the entire week.”
Top-selling items at the CFP Shop included national championship branded school-specific merchandise, match-up gear, a specially curated, limited-edition merchandise collaboration with global superstar Pitbull, Die Casts cars and Lusso luxury bags and jackets.
A portion of the proceeds from all CFP merchandise sales supports the work of the College Football Playoff Foundation, which assists PK-12 teachers nationwide. The CFP Foundation’s primary initiative, Extra Yard for Teachers, is dedicated to enhancing the teaching profession by inspiring and empowering educators in four focus areas: resources, recognition, recruitment and retention, and professional development—all aimed at preparing our nation’s students for success.
Legends Global’s fully-integrated retail and merchandising platform spans eCommerce, in-venue retail, large-scale live events, brick-and-mortar operations, licensing, and custom merchandise.