Stores were poised to sell AFC Championship merchandise if the New England Patriots won Sunday's game against the Broncos. But Tom Brady, pummeled by the Denver Broncos defense, couldn't work a miracle.
So what's going to happen to all that Patriots-themed gear?
Dick's Sporting Goods says it's donating the goods to nonprofit World Vision.
T-shirts and hats in an assortment of sizes will go to "countries in need," said Matt Catacchio, community marketing manager at Dick's.
"The partnership has been longstanding for donating the losing team's championship
T-shirts," Catacchio said.
"We don't sell the product if the team loses, because they're not the champion," he said.
World Vision is a Christian humanitarian organization that works in nearly 100 countries, battling poverty and injustice, its website says.
Both Dick's and Sports Authority said last week they would be ready right after the game with Patriots AFC championship gear.
Sports Authority didn't have a comment Monday.