Josh Allen was crowned the NFL merchandise sales king after topping the NFL Players Association’s year-end top 50 player sales list.
What happened?
The Buffalo Bills quarterback had a successful 2025 season in terms of merchandise sales, despite the team's heartbreaking loss in the divisional round of the playoffs.
He was No. 1 on the list, which tabulates consumer purchases from March 2025 through February 2026 across online and in-store retail.
Why it matters for Josh Allen
This is the fifth time Allen has made the top 10 in NFLPA’s year-end top 10, with seven quarterbacks making the top 10, including Patrick Mahomes.
Allen's merchandise sales included jersey, apparel, collectibles, bobbleheads, figurines, wall decals, backpacks, drinkware, pet products and more.
What comes next?
The NFLPA reported that NFL player merchandise generated more than $1.9 billion in retail sales, with Shedeur Sanders breaking a revenue record with $17.7 million in licensing income.
Sanders was among five rookies to make the Top 50 list, coming in at No. 31, and was joined by Travis Hunter, Cam Ward, Ashton Jeanty and Jaxson Dart.
The top 20 player year-end sales list included Josh Allen, Drake Maye, Saquon Barkley, Jaxon Smith-Njigba, Jayden Daniels, Patrick Mahomes, Jalen Hurts, Caleb Williams, Jordan Love, Micah Parsons, Bo Nix, Christian McCaffrey, Justin Jefferson, Aidan Hutchinson, T.J. Watt, Jahmyr Gibbs, Amon-Ra St. Brown, Brock Purdy, Lamar Jackson, and C.J. Stroud.
And the NFLPA’s list is based on sales from March 2025 to February 2026.
But the list also shows that Josh Allen is a fan favorite, with his merchandise sales topping those of other popular players.
So the question is, what's behind Allen's popularity?
The answer may lie in his performance on the field, where he has consistently shown his skills as a quarterback.
Key statistics
As of February 2026, Josh Allen had topped the NFLPA’s year-end top 50 player sales list, with $1.9 billion in retail sales.
The top 20 list included seven quarterbacks, with Patrick Mahomes coming in at No. 6.
And Shedeur Sanders broke a revenue record with $17.7 million in licensing income, mostly from trading cards.
But the list also shows that other players, like Saquon Barkley and Christian McCaffrey, are also popular among fans.
So the competition for merchandise sales is fierce, with many players vying for the top spot.
The NFLPA’s list is a testament to the power of NFL players to drive sales and revenue.
And for Josh Allen, being crowned the NFL merchandise sales king is a significant achievement.
But it's not just about the sales - it's also about the fans who support him.
And those fans will be eagerly waiting to see what's next for Josh Allen and the Buffalo Bills.
The team's performance in the 2025 season was disappointing, but with Allen at the helm, they may be able to turn things around.
So far, the signs are positive, with Allen's merchandise sales topping those of other popular players.
And with the NFLPA’s list showing that he is a fan favorite, it's likely that his popularity will continue to grow.
But for now, Josh Allen can bask in the glory of being crowned the NFL merchandise sales king.
And his fans will be happy to support him, both on and off the field.