The partnership will kick off with a public vintage pop-up in San Francisco known as the eBay End Zone, where shoppers can purchase rare inventory from curated sellers, including trading cards, sports collectibles, and retro football gear. It will also feature appearances from sports stars such as former New England Patriot Rob Gronkowski and San Francisco 49er Christian McCaffrey, who will also star in a live shopping broadcast that aims to connect fans at home with the events in California. Attendees will also be invited to bid on tickets to watch the Super Bowl in person, for as little as one cent, with proceeds from the auction to support the NFL Professional Athletes Foundation. “This year, eBay is bringing 60 years of football fandom and culture to life in a way no other platform can – offering unique live shopping experiences, the thrill of big wins, and unmatched selection – whether fans are on the ground at the game, or watching from home across the country,” says Emily O’Hara, global head of brand and media at eBay.

The convergence of the sports and fashion world is a reflection of the diversity of audiences tuning into the game today. People are entering the world of sports not only for the love of the game, but they’re also seeking connection, identity, and representation that showcases the multiplicity of sports fans today. By anchoring their resale shopping events to the Super Bowl, both brands are giving further credibility to circular practices and championing a place for resale, moving further into the mainstream fashion economy. This comes at a time when retro collectibles and sportswear are on the rise and resonating with people’s desires for cultural artefacts and status symbols. As such, brands can help reframe resale culture and invite new audiences into the game by moving from a space solely focused on price or sustainability to one that hinges on taste and curation. This is similar to how TikTok Shop is shedding its image as a trove of cheap finds to one that offers high-end pre-owned items.