How to spot the difference between authentic and fake Super Bowl LX merchandiseSAN FRANCISCO (KGO) -- With Super Bowl LX just days away, official NFL popup shops are already rolling into the Bay Area. Last year alone, the Department of Homeland Security seized nearly $40 million in fake sports merchandise ahead of the Super Bowl. "Everything we sell in the store has a Super Bowl logo on it, and you can always look for the hologram on the item to ensure that it's real," he said. Official locations have clear NFL and Super Bowl signage outside the storefront and often have a digital footprint. Be skeptical of steep discountsDeeply discounted hats, jerseys, or jackets -- especially during Super Bowl week -- are a strong sign the products aren't legitimate.