As the official partner for the NFL League Store, BDA was tasked with the annual Super Bowl request for premium branded merchandise and detailed large-scale event management support for Super Bowl LI in Houston. The challenge was to design and develop premium SBLI staff uniforms, activate sponsors with fan giveaways, manage the on-site traveling store, and create/kit/distribute hospitality gifts to VIPs and corporate partners surrounding Super Bowl Sunday. 

BDA outfitted the Super Bowl game day staff with custom jackets and hats, and managed a full-service traveling store on-site in Houston for employees and partners to purchase SBLI merchandise.  More than 121,000 units of co-branded merchandise were created activating 19 of the NFL’s largest corporate sponsors, including: Bud Light, Verizon, USAA, and DIRECTV, among others. Don’t forget the 2,500 VIP hospitality gifts that were kitted and distributed to elite NFL partners. 

Super Bowl LI was a branded merchandise success! SBLI merchandise saturated the city of Houston and left a positive feeling among staff, partners and fans. SBLI staff uniforms alone generated 38,000+ brand impressions and NFL partners raved about their commemorative VIP gifts. To top it off, the NFL League Store saw a 99% sell-through rate of all Super Bowl LI program merchandise.