What does the NFL do with the merchandise that says Super Bowl winner for the team that lost the Super Bowl?
They make these shirts so that they can sell the shirts, caps, etc quickly after the game. The stuff made for the winning team is sold, but they don't sell the stuff of the losing team. Those merchandises are given to a charity. I can't remember its name, but they give the clothes to people in Africa who need clothes. The NBA does something similar with their merchandise.