Buffalo Bills quarterback Josh Allen has become one of the faces of the NFL since being selected with the No. 7 overall pick in the 2018 NFL Draft out of Wyoming, and Allen’s popularity stretches well beyond the Western New York region.
Earlier this month, the NFL Players Association (NFLPA) released its annual year-ending Top 50 Player Sales List, a snapshot of which players sold the most merchandise during the timeframe from March of 2025 through February of 2026, and Buffalo’s former MVP-winning quarterback was the No. 1 most popular player when it came to fans buying jerseys, apparel and collectibles.
The list is based on sales data from more than 85 NFLPA licensees along with tracked consumer purchases made during the last league year across online and in-store retail channels.
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This is Allen’s fifth appearance in the NFLPA Top 10 merchandise list, which includes sales of Allen’s No. 17 jersey along with other apparel, collectibles, bobbleheads, figurines, wall decals and even Josh Allen-licensed pet products. Allen’s reach extends far beyond Bills Mafia territory, with Allen claiming the top spot among international jersey sellers. Allen was also was the league’s most popular featured player for FOCO’s bobbleheads and Fathead’s wall decals and life-size cutouts.
This year, as Allen holds down the top spot from a player popularity perspective, the NFL enjoyed a banner year in officially licensed player merchandise, with fans of all 32 teams buying more than $1.9 billion worth of items during the recently completed league year.
“This isn’t just about jerseys. It’s about the products fans choose to buy, collect, wear, and display every day. The rankings help show which players are breaking through, building strong connections with fans, and driving demand throughout the licensed products business, Matt Curtin, President of NFL Players Inc., said in the official news release.
After Allen, the rest of the Top 10 includes:
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