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2022 Super Bowl sets new record as average fan spend hits US$167.37

Legends generates US$18m in revenue from 2022 Super Bowl and Pro Bowl.

17 February 2022 Rory Jones

Getty Images

  • New revenue record marks 14% jump from previous best set in 2016  
  • SoFi Stadium offered more than 900 concession points during Super Bowl

The 2022 Super Bowl set a new record for average spend per fan, hospitality firm Legends has revealed.

Spectators spent US$167.37 on average across general concessions, premium dining and merchandise sales at SoFi Stadium, where the Los Angeles Rams triumphed 23-20 over the Cincinnati Bengals at their home ground.

This year’s Super Bowl set records in food, drink and merchandise sales, marking a 14 per cent increase on the previous record, which was set in San Francisco during the 2016 edition of the National Football League’s (NFL) title game.

Legends said that it generated more than US$18 million in revenue through its activities at the Super Bowl and Pro Bowl. These included sales at both event venues, as well as additional Super Bowl retail pop-up stores, plus hotel locations throughout the host cities of Los Angeles and Las Vegas.

For the Super Bowl there were more than 900 concession points in and around SoFi Stadium, plus 24 in-stadium merchandise locations, as well as 12 portable retail trailers outside the venue.

Legends also opened a 30,000 square foot NFL shop on 5th February onsite in Los Angeles for the week building up to the game on 13th February.

Sales were boosted by SoFi Stadium’s advanced retail technology, provided by partners such as Tappit and Square, which allow for faster customer processing.

Legends operates hospitality at SoFi Stadium and also partners with the NFL for on-site retail around its marquee events.

“SoFi Stadium was built to host world-class events like the Super Bowl. We collaborated with Legends on our point-of-sale infrastructure from day one,” said Jason Gannon, managing director of SoFi Stadium and Hollywood Park.

“For the Super Bowl, we added additional point-of-sale locations and provided multiple types of access points throughout the building and across the Hollywood Park campus for food, beverage and merchandise. This allowed us to operate for the NFL at the highest level and create an unforgettable Super Bowl experience for guests at SoFi Stadium.”

Elsewhere, the Super Bowl also saw increased betting activity in New Jersey. Punters gambled more than US$143.7 million during the game, up 22.4 per cent on the US$117.4 million wagered last year.

The historically leading betting state of Nevada reported a record US$179.8 million in bets for the 2022 Super Bowl, a 32 per cent year-over-year (YoY) increase.

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