Super Bowl 50 produced a record $4.6M in merchandise sales at Levi’s Stadium, according to sources. Officials with Legends, which ran the event’s retail operation in conjunction with FMI, could not confirm the numbers, but said in addition to the in-stadium sales, they hit records in the week leading up to Super Bowl at their location outside nearby Santa Clara Convention Center. On the food and drink side, Centerplate’s total sales were $6.2M, which with the game attendance of 71,088 results in a per cap of $87.57. MetLife Stadium, host of Super Bowl XLVIII, holds the record of $94.60. In Santa Clara, a total of 3,284 food and drink orders were placed through the Super Bowl 50 mobile app for both in-seat delivery and express pickup, according to data compiled by VenueNext, Levi’s Stadium’s tech provider. By comparison, the average number is 2,000 for a 49ers’ regular-season game. At the Super Bowl, Bud Light was the top seller for mobile ordering and the average time to deliver drinks to fans in their seats was less than 10 minutes. Food orders were restricted to express pickup and not an option for in-seat delivery, a decision made by the NFL to streamline the process. All told, 46% of Super Bowl attendees, which translates to more than 30,000 fans, downloaded the app. Percentage-wise, it is 16 points higher than any previous 49ers home game, officials said. A record 55% of all users tapped the GameCenter feature to view game replays and the same commercials that ran on the CBS broadcast, a huge increase of 36 percentage points compared with previous stadium events. Thirty-three percent of users activated the wayfinding feature for directions around the stadium, a higher number than usual considering most were new visitors to the facility.
