As college football season begins, retailers nationwide are capitalizing on fan excitement with strategic merchandising that blends school spirit, seasonal timing, and omnichannel convenience.
Gameday Drives Sales
College football represents a lucrative seasonal opportunity, with fan-driven demand extending beyond apparel into grilling gear, outdoor furniture and tailgating essentials. Major retailers like Target, Academy Sports + Outdoors, Fanatics and Dick’s Sporting Goods have launched NCAA-branded collections aligned with regional team loyalties and kickoff schedules.
According to the National Retail Federation, July 2025 saw sporting goods and hobby stores up about 10% year-over-year. Tailgating purchases like portable grills, coolers and branded canopy tents are seeing a spike in August and September, especially in regions with large football followings.
Multichannel Playbook
Retailers are deploying omnichannel strategies to win the season:
- Online-exclusive collections with custom logos or limited drops.
- Local store curation, featuring school-specific displays and regional brands.
- Bundled promotions combining apparel, drinkware and tailgate setups.
Regional Relevance Matters
In SEC, Big Ten and Big 12 territories, fan loyalty translates into higher average basket sizes during kickoff weekends. Retailers are leveraging alumni networks and local marketing to personalize merchandising tactics.
