What happens to the Chiefs’ Super Bowl merch after loss? Here’s what to know
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Chiefs’ 2025 Super Bowl run
The Kansas City Chiefs fell to the Philadelphia Eagles in Super Bowl LIX in New Orleans on Sunday, Feb. 9, falling short of a historic third-straight win.
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The Chiefs have lost the 2025 Super Bowl and failed to secure a third-straight championship. But the shirts, hats and sweatshirts celebrating the three-peat that could have been have already been produced.
So what happens now?
The championship merchandise has been lying in wait at Kansas City sporting goods stores and on the sideline at the Superdome in case of a win. But now no one in the U.S. will be able to buy the gear.
What happens to the Chiefs’ merch?
Rally House partners with Fanatics, the merchandise distributor of the NFL, who work with Good360, a global nonprofit that helps distribute items to people in need.
The nonprofit repurposes the losing team’s gear and works with the NFL to donate it to countries outside of North America, like Ukraine, Mongolia, Georgia, Estonia and Latvia, a representative said in 2024.
Once the game is over, the Good360 team immediately starts their work with the NFL to figure out where they want to distribute their clothing.
“The losers’ gear is closely guarded as it makes its way from the stadium to a central location in preparation for distribution,” Good360’s website said. “Good360 will work closely with international NGOs to ensure that the apparel goes directly into the hands of the right communities—and not some place where someone might be able to profit from it.”
Academy Sports returns unused items to their distributor, spokesperson Brooke Fendley said.
The Star’s Joseph Hernandez contributed to this report.
Have more questions about the Chiefs? Ask the Service Journalism team at kcq@kcstar.com.
This story was originally published February 8, 2025 at 5:00 AM.
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