What Happens to the Losing Team’s Super Bowl Merchandise? 

At 9:17 p.m. CT last night, the Philadelphia Eagles secured their second Super Bowl championship by defeating the Kansas City Chiefs. Since the outcome was unpredictable, the NFL had prepared custom Super Bowl LIX champion merchandise for both teams, ready to celebrate either one as the winner. So, what happened to all the Kansas City Chiefs hoodies, hats and other memorabilia? Keep reading to find out!

The history of unused Super Bowl merchandise

Once the game ends, Super Bowl merchandise featuring the winning team’s logo is quickly distributed on the field and placed on fan store shelves.

But, in the case of yesterday’s game, for every hat or hoodie in midnight green, there is also one in red and gold. What happened to the Kansas City Chiefs’ merch? 

Before 1997, the NFL would destroy any unused merchandise. However, that year, the evangelical organization World Vision stepped in.

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World Vision, which works to combat poverty in over 100 countries, suggested that the unsold merchandise be put to good use by providing clothing to communities in need around the world.

In 2015, the responsibility for distributing unused merchandise was passed to Good360, a nonprofit based in Alexandria, Virginia. Now, Good360 works to distribute the clothing internationally.

Good360’s charity extends beyond football as the organization also collaborates with Major League Baseball to repurpose the losing team’s gear from the World Series.

Where does Super Bowl-losing team gear go?

Thanks to Good360’s efforts, clothing that would have otherwise ended up in a landfill has been distributed to those in need in countries like El Salvador, Haiti, Zambia, Nicaragua, Romania and many others.

“At Good360, we believe in the power of partnerships to create lasting change,” said Good360’s CEO, Cinira Baldi in an emailed statement. “Whether it’s responsibly distributing apparel with the NFL, activating in areas impacted by natural disasters, or providing critical supplies to communities in need, our mission is to ensure that donated products serve a meaningful purpose. Together with our corporate and nonprofit partners, we are driving sustainability, meeting urgent needs, and building resilience for a better future.”

After the championship, the NFL instructs retailers to send the losing team’s merchandise to a distribution center on the East Coast, where Good360 then distributes it internationally through global partners.

Can you buy the Losing Team’s Super Bowl Merch?

Unfortunately, fans hoping to buy Super Bowl LIX Kansas City Chiefs merchandise can’t officially purchase NFL-produced gear that incorrectly labels their team as Super Bowl champions.

This rule is largely due to Good360’s efforts to establish protocols that prevent the general public from seeing merchandise from the non-winning team.

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“With this donation, it’s a bit sensitive, so we don’t disclose the exact locations they go,” Good360’s then-Chief Marketing Officer Shari Rudolph told the Los Angeles Times in 2022. “What I can say is they end up in countries in Africa, the Middle East, Asia and South America.”

The NFL also plays a role, as they aim to prevent resellers and collectors from profiting off merchandise from the losing team.

In 2022, a shirt claiming the Cincinnati Bengals as Super Bowl XXIII champions—despite their loss to the San Francisco 49ers—was listed on eBay for $10,000.