Before the SB, t-shirts, hats, all kinds of clothing and knickknacks - stuff - needs to be made to sell as soon as the SB ends. One team wins, then what is to be done with the loser's stuff you can't sell as it says "WON Super Bowl 2025". NFL charges a lot in licensing fees and all that stuff is expensive. I'm guessing the "loser" stuff doesn't need to pay the licensing fee as it's unsaleable?
Here's a thought. Sell it to the US Gov't DHS/ICE at a 90% discount to MSRP for illegals being deported. Even provide to illegals that are here and probably won't be deported if they are getting freebies from the gov't. There is a cheap way to "cross-out" WON and add LOSER.
Be creative. What's the alternative?
They usually have it sold in advance, most often to third party jobber/brokers that ship this stuff to non English speaking countries, or they repurpose the merchandise by using appliqués to overwrite the logos, then sell it in dollar stores and other merchants, that buy soft goods by the pound rather than the piece