Shedeur Sanders’ No. 12 Among NFL’s Top-Selling Jerseys Despite Third-String Role
NFLPA data show Browns rookie ranked fifth in jersey sales from March through July, underscoring sustained fan interest after his fall in the 2025 draft.
Shedeur Sanders’ No. 12 Browns jersey was the fifth-best seller in the NFL between March 1 and July 31, the NFL Players Association reported, a notable showing for a rookie listed as Cleveland’s third-string quarterback.
The sales ranking placed Sanders behind Philadelphia running back Saquon Barkley, Eagles quarterback Jalen Hurts, Washington Commanders quarterback Jayden Daniels and Buffalo Bills quarterback Josh Allen. Two-way Jacksonville Jaguars star Travis Hunter, Sanders’ college teammate at Colorado, was the highest-ranked rookie after Sanders at No. 11. Titans quarterback Cam Ward, the No. 1 overall pick in the 2025 draft, ranked No. 13.
Sanders’ strong apparel sales come after a dramatic slide in the 2025 NFL Draft. Once projected by some to be a potential top pick, Sanders fell to No. 144 overall and was selected by Cleveland in the fifth round. His drop generated scrutiny about his pre-draft process, with multiple reports questioning his attitude and whether his game would translate to the professional level.
Cleveland’s depth-chart decision left Sanders as the third option behind veteran Joe Flacco, who won the starting job following a competitive training camp, and Dillon Gabriel, who the Browns selected earlier in the draft and retained as Flacco’s primary backup. Team transactions in late August included the trade of Kenny Pickett to the Las Vegas Raiders after the Raiders lost backup Aidan O’Connell to a wrist injury, a move that did not alter Cleveland’s quarterback pecking order.
Sanders dressed as the emergency third quarterback for the Browns’ season-opening loss to the Cincinnati Bengals on Sept. 7 and was inactive for the game. He saw action in preseason play, including a run against the Los Angeles Rams on Aug. 23, but did not leapfrog the veterans on the roster during camp.
Merchandise popularity often reflects factors beyond on-field status, including college followings, name recognition and media attention. Sanders has been a prominent figure in draft coverage and commentary since the pre-draft process, and his jersey sales indicate sustained fan interest even as he begins his professional career outside the starting lineup.
The NFLPA data cover retail and club sales reported to the association; teams and the league typically use those figures to track consumer trends. Whether Sanders’ apparel momentum translates into playing time or on-field success for the Browns will depend on developments in the regular season and any roster moves the team may pursue.