Legends, the US sports marketing agency, has revealed it generated record hospitality and merchandise sales at the NFL’s showpiece Super Bowl last Sunday (February 13) at SoFi Stadium in Inglewood, California.
The company operates hospitality, which includes concessions and premium spaces, at SoFi Stadium and has a partnership with the NFL to provide on-site retail for the Super Bowl and other NFL tentpole events.
The overall price per person for Super Bowl LVI, including general concessions, premium dining, and merchandise sales, was $167.37, the highest number in history for a full capacity Super Bowl.
This represented game day sales at SoFi Stadium only and marked a 14% increase over the previous record at Super Bowl 50 in San Francisco.
In total, Legends generated over $18 million in revenue for all NFL-related activities (between February 5 and February 13), including SoFi Stadium sales, NFL Shop, additional Super Bowl retail pop-ups, and hotel locations throughout Los Angeles, and on-site merchandise for the 2022 Pro Bowl in Las Vegas.
The 70,000-seat stadium – home to the Super Bowl champion Los Angeles Rams – featured more than 900 concession points of sale (fixed and handheld) for food and beverages, while there were 24 merchandise locations inside the stadium, including the main team store.
Dan Smith, president of Legends Hospitality, said: “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.”
Jason Gannon, managing director of SoFi Stadium and Hollywood Park, added "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,".
Legends was the NFL’s official retail merchandise concessionaire for Super Bowl LVI. In addition to the main NFL Shop, there were five pop-up locations throughout Los Angeles and 30 hotels carrying merchandise, all operated by Legends.
The company manages on-site retail at NFL tentpole events, including the Super Bowl, Pro Bowl, NFL Draft, and NFL Combine.
In addition, Legends and the league recently partnered to open NFL Las Vegas, an NFL-themed store located at Caesars Palace.
The 2023 Super Bowl will be held at the State Farm Stadium in Glendale, Arizona.