Super Bowl attendees spent a record amount on concessions and merchandise during Sunday’s big blowout, according to stadium operations company Legends, which worked with the NFL to manage the unprecedented experience this year.
Fans spent an average of $212 in the stadium, dropping $132 on food and drinks and $80 on merchandise, both Super Bowl records, Legends announced. The average spend was up nearly 40% over fans’ average spend five years ago in Super Bowl 50. Among the crowd of 24,835 were more than 7,000 vaccinated health care workers.
Buccaneers fans likely gobbled up souvenirs as Tampa Bay cruised to a 31-9 victory. Raymond James Stadium’s concessions, meanwhile, were set up to be contactless, thanks in part to a partnership with Visa. Many fans also walked into the game with $255 gift cards as a replacement for the lack of pregame festivities offered this weekend. Inside, T-shirts went for $45 while beers could be had for $13 to $15, with some prices marked down, like the “fan-friendly” $5 hot dog, according to the Tampa Bay Times.
“We’ve invested heavily in innovating the guest experience so that fans feel safe, confident and comfortable engaging with food, merchandise and other stadium amenities, all of which helped contribute to the record-breaking sales,” Legends Hospitality president Dan Smith said in an email.
It probably helped the average sales numbers that 2,000 attendees came from the stadium’s luxury suites. Ticket prices for the game were roughly in line with recent averages. Last-minute tickets went for a median of $8,300, compared to $8,500 last year.
The bump in in-stadium spending was not expected to correlate with a typical boom for the local economy, as COVID-19 dampened expectations despite a team playing a Super Bowl at home for the first time.
In 2019, Legends won the hotly contested chance to manage event merchandise at key NFL events, including the Super Bowl and NFL Draft. Previously, the NFL was reportedly impressed by Legends’s work with the Cowboys, Browns, Titans, Rams and Chargers. The company was co-founded in 2008 by the Yankees and the Cowboys affiliate, Jones Concessions LP.
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