After the exhilarating game of the Super Bowl comes to a close, fans eagerly flock to merchandise tables to grab gear celebrating their team’s victory. The NFL is known for pre-ordering thousands of hats, shirts, hoodies, and other memorabilia, designating both competing teams as winners. However, only the merchandise of the actual champion team gets released, leaving the losing team’s gear in limbo. So, what happens to all those losing team’s hats and hoodies after the final whistle blows?
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For years, the NFL had a simple solution to dealing with the losing team’s merch – destroy it. Fast Company reported that up until 1997, this was the fate of the loser’s apparel. However, a shift towards sustainability and social responsibility changed the game plan. Nonprofit organisations like World Vision and later Good360 stepped in to facilitate the donation of unused losing team’s clothing to communities in need outside the U.S. This initiative ensured that the gear went towards a good cause rather than being wasted.
Good360, based in Virginia, now manages the partnership with the NFL, salvaging the defunct Super Bowl merchandise and distributing it to underserved communities globally. Romaine Seguin, the former CEO of Good360, highlighted the impact of this collaboration in 2024, explaining how the gear could benefit children by providing them with essential clothing items. The donation process ensures that the losing team’s merchandise serves a purpose and reaches those who can benefit from it.
While thousands of items from each championship event end up being donated through Good360, the quantity is relatively small compared to the organisation’s vast volume of donations in other areas. This strategic approach not only minimises waste but also maximises the potential for the losing team’s gear to make a positive impact in communities facing various challenges. The commitment to repurposing the merchandise reflects a conscious effort to support communities in need.
Unlike the winning team’s merchandise, fans cannot officially purchase the losing team’s gear that was produced in error. The NFL has stringent protocols in place to ensure that this merchandise does not enter the market for resale. By working with trusted partners and directing donations to international communities, the league prevents collectors or resellers from profiting off the misprinted items. This stringent control over the distribution of the losing team’s gear protects the integrity of the Super Bowl branding and upholds the spirit of fair play.
The process doesn’t stop at clothing; even the Super Bowl confetti is prepared in advance in the colours of the anticipated winning team. Michael Fiur, the executive producer of the Super Bowl Post Game/Lombardi Trophy Presentation, revealed in 2015 that the confetti consists of 98% recycled post-industrial materials. This eco-conscious approach extends to post-game clean-up, where the losing team’s confetti is collected for recycling, reducing waste and environmental impact.
In conclusion, the fate of the losing team’s merchandise after the Super Bowl has evolved from destruction to donation, reflecting a shift towards sustainability and social responsibility in sports merchandising. The collaboration between the NFL and organisations like Good360 demonstrates a commitment to repurposing unused gear for the benefit of communities in need around the world. By ensuring that misprinted merchandise does not enter the market, the league maintains the integrity of the Super Bowl brand and upholds ethical standards in sports merchandising. This behind-the-scenes process sheds light on the efforts to make a positive impact beyond the game of football.