I would have guessed that Super Bowl rings were paid for by each individual wearer, but in actuality the NFL pays for 150 rings, up to a $5,000 limit per ring. Jostens and Balfour, well known for their high school and college rings, have both supplied official Super Bowl rings. It is very likely that they charge less than the actual cost to design and customize one, considering the marketing opportunity. ESPN has a nice online gallery of the ring designs throughout the years, illustrating the variation in styles, with a player or coach’s personal ring story for each year. Interestingly, the NFL also buys the losing team jewelry “that can’t exceed the cost of one-half the price set for the winner’s ring.”