Shedeur Sanders ranks fifth in NFL jersey sales despite backup role

In the United States, during the period between March 1 and July 31, 2025, Shedeur Sanders, a third-string quarterback for the Cleveland Browns, achieved a remarkable feat by securing the fifth position in NFL jersey sales. This achievement is particularly significant considering that Sanders was not only drafted in the fifth round as pick 144 but also does not hold a starting or backup position within the team. The popularity of Sanders can be attributed to his media presence, especially during the NFL Draft, where analysts speculated extensively on his potential despite his unexpected drop in the draft order. The sales rankings, as reported by the NFL Players Association, featured Saquon Barkley and Jalen Hurts of the Philadelphia Eagles in the top two positions, while Washington Commanders quarterback Jayden Daniels claimed the third spot. Reigning NFL MVP Josh Allen held the fourth position. Interestingly, the success of Sanders's jersey sales comes despite him struggling during the preseason as he was often playing with third-string teammates. In the Browns' final preseason game against the Los Angeles Rams, Sanders threw for only 14 yards and was sacked multiple times. Throughout the preseason, Sanders displayed a mix of performance levels, shining in his first game but experiencing difficulties in later games. He ended the preseason as the team's third-string quarterback and was not utilized during the first game against the Cincinnati Bengals. Despite not having significant playing time, Sanders's jersey sales illustrate a disconnect between on-field performance and off-field popularity. His presence led to discussions about the implications of media hype in shaping public perception of a player’s value. Comparatively, other rookie quarterbacks’ sales were underwhelming, as evidenced by Dillon Gabriel, who was drafted in the third round and failed to appear on the top 50 sales list. The jersey sales highlight how sporting popularity can transcend active on-field performance, with Sanders becoming a household name and an emblem of fan enthusiasm for the sport. The notably high sales figures raised questions about the influences of draft expectations on sales, particularly for players labelled as “disrespected” by analysts before the draft.