Having awarded merchandising rights to 2017’s Super Bowl LI in Houston, the NFL is now in the process of awarding stadium and hotel merchandising rights for Super Bowl 50 in Santa Clara, Calif., next February.
Licensing industry sources said an RFP for merchandising rights around Super Bowl 50 was sent to interested parties in late December, with final submissions due by Jan. 23.
Natara Holloway, NFL vice president of consumer products-brand, marketing and retail strategy, said the league hopes to have a decision this spring. The league’s annual licensee meeting will be held in March.
“Above all we’re looking for innovation,” she said.
A copy of the RFP for operating merchandise concessions at Levi’s Stadium in Santa Clara, the NFL Experience shop, official hotels and other retail locations listed “financial considerations; prior performance in business relationships and current financial standing with the NFL; marketing capabilities and strengths, and the company’s track record in the retail management business” as primary considerations in awarding one of the most sought after venue licensing deals.
Aramark was awarded the merchandising rights for next month’s Super Bowl XLIX and 2017’s Super Bowl LI earlier this year.
