Hospitality spend sets ‘new records’ at Super Bowl LV


Despite Super Bowl LV taking place in a season that has seen Covid-19 limit crowds, including a restricted attendance at the Big Game, which took place at Raymond James Stadium in Tampa Bay, it didn’t impact hospitality and merchandise spending according to one source.

In fact, Legends, a premium experiences company, announced record game day spending across food, beverage, and merchandise sales at Super Bowl LV.

Representing the significant pent-up demand for live sporting events and experiences, and bolstered by the Tampa Bay Buccaneers making history as the first-ever team to win the Super Bowl at their home stadium, fan spending exceeded expectations with more than $212 per capita on game day hospitality and merchandise.

The average game day food and beverage spend was $132, a new Super Bowl record. Legends’ Hospitality division manages general and premium hospitality at Raymond James Stadium. The per cap on game day merchandise spend was $80, also a Super Bowl record. Legends’ 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 sanitizer to all fans at Raymond James Stadium on Sunday.

Last year, Legends’ merchandising division, Legends Global Merchandise, 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’ 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 acumen required to successfully execute hospitality and merchandise programs 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 done significant work to adapt its operations using data, technology, and science, so that fans feel safe and comfortable engaging with updated protocols around stadium amenities such as food and merchandise.

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James has been Editor of Stadia since 2018 having worked at print and digital magazines and websites around the world covering everything from lifestyle to sport, technology, motoring, and more. He also edits Electric & Hybrid Vehicle Technology International.

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