PRESS RELEASE: Legends Global Announces Record-Breaking Merchandise Sales for Super Bowl LX in San Francisco Bay Area
Legends Global, the premier partner to the world’s greatest live events, venues, and brands, today announced record-breaking merchandise sales for Super Bowl LX in the San Francisco Bay Area. This includes merchandise revenue at Levi’s Stadium, Super Bowl Experience, hotels, storefronts, and pop-up locations throughout San Francisco. Overall merchandise sales saw a 22% increase over Super Bowl LIX in New Orleans and surpassed the previous record at Super Bowl LVIII in Las Vegas by 12%. The average transactional value for Super Bowl LX sales increased by 9% compared to last year. Merchandise per cap for Super Bowl LX also set a new record (for a non-COVID year), up 16% over the previous high set at Super Bowl LVI in Los Angeles.
NFL Shop presented by Visa at the Super Bowl Experience presented by Jersey Mike’s, which was open Sunday through Saturday this year, outperformed the previous year by 16%.
Super Bowl LX game day merchandise sales at Levi’s Stadium saw a 26% increase over last year. There were 11 merchandise locations inside Levi’s Stadium and 5 portable retail locations outside the stadium. The stadium featured a self-checkout solution for fans where the average transaction time was 35 seconds.
“We’re incredibly proud to have partnered with the NFL to deliver record-breaking sales for Super Bowl LX. Surpassing our previous records by double digits is a testament to our commitment to raising the bar for the fan experience through innovation and strategic execution,” said Mike Quirk, Chief Commercial Officer of Merchandise, Legends Global. “From the flagship NFL Shop at Moscone Center to game day at Levi’s Stadium, we curated a diverse mix of products that truly resonated with fans while ensuring a seamless shopping environment.”
Legends Global had more than 350 employees in the San Francisco Bay Area, leveraging resources from across the country, working to provide a first-class experience for fans across all Super Bowl merchandise operations. The NFL Shop at the Super Bowl Experience was open for seven days from Sunday, February 1 through Saturday, February 7 and covered 27,000 square feet. The store offered the largest collection of Super Bowl merchandise anywhere, with 830 styles available for fans of all ages, including offerings from more than 35 different licensees. In addition to the main NFL Shop, there were three additional storefronts, two mobile shops, pop-ups hosted by STARTER and ’47 Brand and 24 hotels carrying merchandise, all operated by Legends Global.