The Los Angeles Rams sold about $3.5m (€3m) worth of online merchandise in the 10 days after they clinched a berth at Super Bowl LIII – the same amount they sold over the entire 2016 season.
“We had a fantastic honeymoon when we came back [to LA from St Louis] in 2016, but those were people who were just excited the NFL was back,” said Rams chief operating officer, Kevin Demoff. “We’ve built a fanbase steadily over the past three years. Now, playing in the Super Bowl, it’s got LA excited.”
According to Fanatics, which serves as the NFL’s e-commerce partner, Rams running-back Todd Gurley’s jersey has been the second-best seller of the post-season behind New England Patriots quarterback Tom Brady.
“What’s the value of going to the Super Bowl? It’s really the long tail of getting people excited,” Demoff added. “It’s about trying to convince that person who might be a casual fan to become an avid fan. That’s the greatest benefit we can get from a Super Bowl run, whether we win or lose.”