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It’s sports swag even noobs can use.
Super Bowl is the most celebrated football game of the year — but for some viewers, the Big Game is just background noise to the main event: the snacks.
Food and sports go hand-in-hand, and rather than sporting merch for a specific team, two-time Super Bowl MVP Eli Manning is encouraging fans who don’t really care about sports to wear it on their sleeves.
The 45-year-old former NFL quarterback teamed up with King’s Hawaiian, a beloved snacking staple on game day, to drop a line of limited-edition Super Bowl swag for so-called “soft fans,” who are only there for the winning eats.
“Fans love King’s Hawaiian sliders for the taste and tradition,” Eli Manning said in a statement. “Soft fans show that love in a lot of creative ways, because being ‘here for the food’ is a winning strategy – and King’s Hawaiian is here to support that.”
The Soft Fans collection is designed for these so-called “Soft Fans” who show up mainly for the food.
The limited-edition, ultra-soft football merch line includes a crewneck, long sleeve, hat and socks, and each includes fun slogans that have nothing to do with football, like “Here For The Food,” “Run the Ball, Pass the Sliders,” and “Defense Wins Games. Sliders Win Hearts.”
And for those fans who really have no idea what’s going on sports-wise, some of the merch comes with a “cheat sheet” on the sleeve.
The cheat sheet includes phrases that “always work,” such as “Gotta win the line of scrimmage,” “We need a stop here,” “Throw it deep,” and “Get back to basics and run the ball.”
“Football has always been about bringing people together, and that includes every kind of fan,” said Raouf Moussa, CMO of King’s Hawaiian. “As a brand that’s been part of football food traditions for generations, we wanted to spotlight the fans who show up for the joy, the togetherness, and the food.”
“The Soft Fans Collection celebrates the softer side of the game in a way only King’s Hawaiian could and partnering with Eli — someone who truly understands both the game and the culture around it – felt like the perfect way to bring it to life.”
Many of these soft fans on social media were thrilled to see merch that reflects their personal favorite team: food.
“LOVEE the ‘here for the food’ sweater!!” one exclaimed.
“This might be my next fave merch,” another said.
“Basically, my official tagline,” someone shared.
“How did you know exactly what i needed on a hat,” a user added.
“I know what I’m wearing for the big game!” another shared.
The Soft Fans Collection is available nationwide for a limited time — and the King’s Hawaiian website has some fun gameday snack recipes for Super Bowl Soft Fans to bring to the party.
