Fan spending at the Super Bowl LV on 7 February 2021 exceeded expectations, according to hospitality and merchandising provider Legends. The company announced record gameday spending on food, beverages and merchandise.
Legends pointed to contributing factors including pent-up demand for live sporting events and experiences, and the historic nature of Tampa Bay Buccaneers’ win, the first-ever for a team competing in the event at their home stadium.
Fans spent more than US$212 per capita on gameday hospitality and merchandise. The average gameday food and beverage spend was US$132, a new Super Bowl record. The per-cap on gameday merchandise spend was US$80, also a Super Bowl record.
Legends’ Hospitality division manages general and premium hospitality at Raymond James Stadium in Tampa, Florida. Meanwhile, its Global Merchandise division operated NFL Shop locations in Tampa for Super Bowl LV, in the stadium and around Tampa. Legends also worked with the NFL to create and distribute free PPE kits – including a mask, wipes and hand sanitiser – to all fans at the stadium.
In 2020, Legends’ merchandising division and the NFL reached a new agreement to handle event merchandise for the league’s marquee events, including the Super Bowl, Pro Bowl and NFL Draft.
Legends says its partnership with the NFL, along with the ongoing work it has done at venues for NFL teams before and during the pandemic, contributed to the expertise required to successfully execute hospitality and merchandise programmes at Super Bowl LV.
During the past year, Legends has been proactive in helping leagues, teams and venues safely reopen for staff and guests. Legends has worked to adapt its operations using data, technology and science, to ensure fans feel safe and comfortable engaging with updated protocols around stadium amenities such as food and merchandise.