Super Bowl Matchups and Their Impact on NFL Shop Apparel Demand

Download our latest report for a data driven look at NFL Shop apparel performance during the Super Bowl 2026 run up.

Super Bowl 2026 marked one of the sharpest shifts in licensed apparel demand in recent years. During the 14-day run-up to game day, NFL Shop GMV declined materially year over year, with performance concentrated heavily within participating teams.

This report provides a structured, data driven analysis of run-up demand trends, team contribution dynamics, and underlying purchasing behavior across recent Super Bowl cycles, helping brands and retailers contextualize event driven volatility in licensed apparel.

In this report, you’ll get:

• Run-up GMV performance across recent Super Bowl cycles
• 2025 vs 2026 run-up performance and YoY shift
• Participating vs non-participating team contribution to overall demand
• Units, GMV, and AOV trends to assess what drove the 2026 contraction

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