Super Bowl winners and losers both receive rings. However, the losers' rings are less expensive and are not typically worn. Both teams receive a set amount of rings that they can give to players, coaches, executives and others as they see fit.
Teams also design the rings they receive, and the NFL budgets much more money for the Super Bowl winners' rings. For the 2011 Super Bowl, both teams—the Green Bay Packers and the Pittsburgh Steelers—received 150 rings. The winning Packers got $750,000 to make the rings, while the losing Steelers were given $375,000 to make theirs.
Rings usually include the team name, team logo and the Super Bowl number.