Marketing and Sponsorship

NFL, Legends to open major Las Vegas retail store at Caesars shops

By Ben Fischer
In addition to the store, Las Vegas will host the Pro Bowl in February, the NFL Draft in April and Super Bowl LVIII in February '24GETTY IMAGES

The NFL and Legends will open a flagship store on Jan. 15 inside the Forum Shops at Caesars Palace on the Las Vegas Strip, where the league hopes develop deeper ties with fans through content and original experiences while racking up big sales. The store is a signal of the NFL’s intentions for Las Vegas, officials said, which hosts the Pro Bowl in February, the NFL Draft in April and Super Bowl LVIII in February '24 along with its role as the home of the Raiders at Allegiant Stadium. “It’s always been about creating something more than just real estate where we can sell product, and Las Vegas can really give us that opportunity,” said NFL VP/Consumer Products Ryan Samuelson. The “NFL Las Vegas presented by Visa” will include fan gear for all 32 clubs and the league, NFL events and collaborations with celebrities and local designers. It will be open at least through Super Bowl LVIII, with a consideration of additional or different stores coming based on performance then.

A NEW BET: The NFL has seen great sales from Legends-run pop-up retail stores at major events like the Super Bowl and Pro Bowl, but those temporary locations inside convention centers or stadium concourses don’t allow for sophisticated store design or experimentation. The Vegas store, said NFL Dir of Event Strategy & Business Planning Alex Brooke, ideally allows for the best of both worlds during or before big Vegas events. That goes for NFL payment services technology sponsor Visa, too, which will be deploying new services like RFID-enabled checkout. “It really allows for further investment in the experience, and we’re hoping that can drive some differentiation,” Brooke said. The store will air live games and other NFL content, and could be used to host gaming tournaments and other events. Caesars is the league’s official casino sponsor and one of three top-tier sports betting sponsors.

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