Dick's Sporting Goods said it plans to donate Patriots AFC Championship gear to a nonprofit even though the team lost 20-18 to the Denver Broncos on Sunday.
Matt Catacchio, community marketing manager at Dick's, tells the Boston Globe the T-shirts and hats will go to "countries in need."
He says it's been a longstanding practice to donate the losing team's championship merchandise.
World Vision's website says it's a Christian humanitarian organization working in nearly 100 countries to tackle poverty and injustice.
Dick's and Sports Authority said last week they'd be ready right after the game with Patriots championship gear.
Sports Authority didn't immediately return a message left by the Globe seeking details on what will happen to the merchandise now.