On-Site Merchandise Sales Increased 19% and eCommerce Sales Up 13% Against Previous Records
For the second consecutive year, the College Football Playoff (CFP) National Championship saw record merchandise sales both on-site and online. Compared to the 2024 CFP National Championship weekend in Houston, merchandise sales in Atlanta, host of the 2025 CFP National Championship, rose by 19%, while eCommerce sales experienced a 13% increase year-over-year. Legends has managed omnichannel merchandise for the College Football Playoff since the 2021-22 season.Ā
The CFP Shop locations across Championship Campus in Atlanta offered fans an enhanced shopping experience featuring fresh collections from Aviator Nation, Starter, Axia Watches, Antigua and Logo Brands, as well as shop-in-shop experiences from New Era, 47 Brand, Retro Brands, and Blue 84. RFID checkout lanes allowed fans to get in and out quickly with an average transaction time of just 37 seconds. Top-selling items at the CFP Shop included national championship branded school-specific merchandise, match-up gear, scarves, knits, footballs and pins.
Online at https://shop.collegefootballplayoff.com/, merchandise was available for fans to support the new 12-team format, tailored to each of the 11 game match-ups and respective game winners. Sales throughout the Playoff leading up to the national championship game increased by 309% compared to last yearās four-team format.
A portion of the proceeds from the CFP Shop supports the College Football Playoff Foundation, which assists PK-12 teachers nationwide. The CFP Foundationās 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 developmentāall aimed at preparing our nationās students for success.
Legendsā fully-integrated retail and merchandising vertical solution works with world-class clients worldwide across eCommerce, in-venue retail, large-scale live events, brick-and-mortar store operations, licensing, and customer merchandise. In addition to operating omnichannel merchandise for the CFP, Legendsā global merchandise team works with Ohio State and manages on-campus, online, and gameday merchandise.
