NEW YORK – On Monday, January 19, the College Football Playoff (CFP) National Championship saw record merchandise sales on-site at Hard Rock Stadium, host of the 2026 game. Compared with the previous record-setting 2024 CFP National Championship gameday in Houston, merchandise sales in Miami rose by 18%. Legends Global has managed omnichannel merchandise for the College Football Playoff since the 2021-22 season.

Leading up to gameday, the CFP Shop was located at Playoff Fan Central inside the Miami Beach Convention Center with additional shop activations at Lummus Park and key hotels throughout Miami. Fans had an enhanced shopping experience featuring fresh collections from Antigua, Aviator Nation and Axia Watches, shop-in-shop experiences from adidas, Blue 84, New Era, Nike, Retro Brands, Something Inked and 47 Brand as well as customization stations from New Era and Nike. RFID checkout lanes allowed fans to get in and out quickly with an average transaction time of just 26.2 seconds.

“This year’s CFP Shop was brought to life all across South Florida, stretching from downtown Miami to South Beach and Hollywood, culminating in a historic national championship game at Hard Rock Stadium in Miami Gardens,” said Mike Quirk, Chief Commercial Officer of Merchandise, Legends Global. “By working hand in hand with the CFP, our team was able to deliver a truly once-in-a-lifetime experience for both local residents and traveling fans throughout the entire week.”

Top-selling items at the CFP Shop included national championship branded school-specific merchandise, match-up gear, a specially curated, limited-edition merchandise collaboration with global superstar Pitbull, Die Casts cars and Lusso luxury bags and jackets.

A portion of the proceeds from all CFP merchandise sales supports the work of 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 Global’s fully-integrated retail and merchandising platform spans eCommerce, in-venue retail, large-scale live events, brick-and-mortar operations, licensing, and custom merchandise.

About the College Football Playoff
The College Football Playoff (CFP) is the event that crowns the national champion in college football. The CFP Selection Committee ranks the top 25 teams at the end of the season. The 12 playoff participants consist of the five highest-ranked conference champions, plus the next seven highest-ranked teams. The four highest-ranked conference champions are seeded one through four and receive a first-round bye. The schools seeded five through eight host those seeded nine through 12 in first-round games. The quarterfinals and semifinals rotate annually among six bowl games – the Goodyear Cotton Bowl Classic, Vrbo Fiesta Bowl, Capital One Orange Bowl, Chick-fil-A Peach Bowl, Rose Bowl Game presented by Prudential and the Allstate Sugar Bowl. The College Football Playoff National Championship was Monday, January 19, 2026, at Hard Rock Stadium in Miami Gardens, Florida. For additional information on the College Football Playoff, visit CollegeFootballPlayoff.com.

About Legends Global
Legends Global is the premier partner to the world’s greatest live events, venues, and brands.  We deliver a fully integrated solution of premium services, including feasibility & consulting, owner’s rep, sales, partnerships, venue management, hospitality, merchandise, and content & booking. Through our white-label approach, we keep our partners front and center while leveraging the power of our global network: over 450 venues, 20,000 events, and 165 million guests annually.  To learn more, visit us at www.LegendsGlobal.com and follow us on LinkedIn and Instagram.