Super Bowl merchandise sales at State Farm Stadium and around the Valley leading up to the big game increased in 2023 from the championship held in Los Angeles in 2022, according to Legends Global Merchandise, the company the NFL partnered with to execute onsite retail around the Super Bowl.
More than week before the Super Bowl was played on Feb. 12 in Glendale, the NFL and Legends opened up Super Bowl merchandise stores around the Valley. The Arizona Super Bowl saw 38% overall year-over-year increase in sales during the week before the big game at NFL Shops in town. The largest shop, which was 30,000 square feet in the Super Bowl Experience at the Phoenix Convention Center, outperformed last year’s main Super Bowl Experience store by 36%.
The NFL opened six pop-up shops around the Valley including in Phoenix and Scottsdale and those saw 44% more sales than pop-ups around the Los Angeles area in 2022. Game day sales at State Farm Stadium were up 31% from the previous Super Bowl in the Valley in 2015. There was a total of 36 merchandise locations inside State Farm Stadium and 10 portable retail trailers outside the stadium.