Bucks In Their Eyes: Ohio State Fans Drive CFB Championship Game Merch Sales
Saturday, January 25, 2025 at 02:52PM By Barry Janoff
January 25, 2025: Not only did Ohio State win the first 12-team playoff in college football history, the University and Buckeyes’ fans also drove the College Football Playoff National Championship to record merchandise numbers.
Merchandise sales in Atlanta, with Mercedes-Benz Stadium host of the 2025 CFP National Championship game between Ohio State and Notre Dame Jan. 20, rose by 19% vs. 2024 in Houston (NRG Stadium Michigan vs. Washington), while e-commerce sales experienced a 13% increase year-over-year,.
At CFP Shop locations across Championship Campus in Atlanta, top-selling items included national championship branded school-specific merchandise, match-up gear, scarves, knits, footballs and pins, according to Legends, which has managed omni-channel merchandise for the College Football Playoff since the 2021-22 season.
Sales figures were not shared.
Collections included Aviator Nation, Starter, Axia Watches, Antigua and Logo Brands, as well as shop- in-shop experiences from New Era, 47 Brand, Retro Brands and Blue 84.
Legends said that RFID checkout lanes “allowed fans to get in and out quickly with an average transaction time of just 37 seconds.”
Supporting on-site activation, a dedicated Web site made merchandise available for people to support the new 12-team format, tailored to each of the 11 game match-ups and respective game winners.
Sales throughout the Playoff leading up to the National Championship game increased by 309% compared to last year’s four-team format, according to Legends.
A portion of the proceeds from the CFP Shop supports the College Football Playoff Foundation, which assists PK- 12 teachers nationwide.
The CFP Foundation’s primary initiative, Extra Yard for Teachers, is “dedicated to enhancing the teaching profession by inspiring and empowering educators in four focus areas: resources, recognition, recruitment and retention, and professional development — all aimed at preparing our nation’s students for success.”
Legends said its fully-integrated retail and merchandising vertical solution works with clients worldwide across e-Commerce, in-venue retail, large-scale live events, brick-and-mortar store operations, licensing and customer merchandise.
In addition to operating omni-channel merchandise for the CFP, Legends’ global merchandise team works with Ohio State and manages on-campus, online and game-day merchandise.
The 2026 CFP National Championship is scheduled for Miami’s Hard Rock Stadium Jan. 19; the 2027 CFP National Championship is scheduled for Allegiant Stadium in Las Vegas.
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