Backers of California Governor Hopeful Spend $1.4M on Super Bowl Ad

Independent committee supports San Jose Mayor Matt Mahan's gubernatorial bid with big game commercial.

Published on Feb. 8, 2026

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An independent committee supporting San Jose Mayor Matt Mahan's candidacy for California governor has purchased a $1.4 million, 30-second ad that will air during the Super Bowl on Peacock. Mahan, a 43-year-old moderate Democrat, is positioning himself as a problem-solver with a track record of addressing the state's challenges during his time as mayor.

Why it matters

The Super Bowl ad buy is a significant investment in Mahan's gubernatorial campaign, signaling that his backers, mostly Silicon Valley executives, see him as a viable contender. The ad will reach a wide audience at a pivotal time, just before the election, potentially boosting Mahan's profile and support among moderate voters.

The details

The ad was purchased by the Back to Basics California committee, which is funded primarily by tech industry leaders. It will air in the Los Angeles, San Diego, and Sacramento media markets, but not in the Bay Area where commercial slots were already sold out. Meanwhile, progressive billionaire Tom Steyer, another gubernatorial candidate, will appear in an ad during the Puppy Bowl pre-game show.

  • The Super Bowl kicks off at 3:30 PM on Sunday, February 9, 2026.
  • Mahan won the San Jose mayoral election in November 2022.

The players

Matt Mahan

The 43-year-old mayor of San Jose who is running for California governor. Mahan has positioned himself as a moderate Democrat with a track record of problem-solving in the city he runs.

Back to Basics California

An independent committee supporting Mahan's gubernatorial bid, funded primarily by Silicon Valley executives.

Tom Steyer

A progressive billionaire who has also announced a bid for California governor and will appear in an ad during the Puppy Bowl pre-game show.

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What they’re saying

“A couple weeks ago, I came home and my wife, Silvia, said something I almost couldn't believe. She looked at me and she said, 'I think our state needs you.' Because she believed I could help our kids. Help San José. And help California.”

— Matt Mahan (X)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This Super Bowl ad buy signals that Mahan's backers see him as a viable contender in the California governor's race, potentially boosting his profile and support among moderate voters. However, his positions on issues like homelessness and policing have drawn criticism from some advocates, underscoring the challenges he may face in winning over the state's progressive base.