Major Companies Unite to Combat Human Trafficking Ahead of Super Bowl LX in San Francisco

Coalition of hospitality, media, and sports giants launch awareness campaign with NFL ambassadors

Jan. 28, 2026 at 1:07pm by Ben Kaplan

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It's a Penalty, a global anti-trafficking organization, has launched its 23rd campaign to prevent human trafficking and raise awareness ahead of Super Bowl LX in the San Francisco Bay Area. The campaign has enlisted a coalition of high-profile ambassadors, global organizations, and local partners to harness the platform of one of the world's largest sporting events and shine a spotlight on the pervasive issue of human trafficking.

Why it matters

Human trafficking is a global crisis that affects an estimated 50 million people, with traffickers generating $236 billion annually from forced labor and sexual exploitation. While major sporting events do not solely cause trafficking, they can present opportunities for increased demand and exploitation. This campaign aims to equip communities with the knowledge to recognize and respond to the signs of trafficking, challenging misconceptions and disrupting the patterns that traffickers rely on.

The details

The It's a Penalty Super Bowl LX Campaign will use various channels to raise awareness and empower the public, including a 30-second PSA video featuring NFL ambassadors that will air on American Airlines and British Airways flights, reaching millions of passengers. The campaign is also partnering with organizations like Uber, Carlson, IHG Hotels & Resorts, iHeartRadio, and others to educate staff, distribute awareness materials, and provide resources for local businesses and communities in the San Francisco Bay Area.

  • The It's a Penalty Super Bowl LX Campaign launched on January 28, 2026.

The players

It's a Penalty

A global anti-trafficking organization that runs awareness campaigns during major sporting events.

Tutu Atwell

Los Angeles Rams player and NFL ambassador for the It's a Penalty campaign.

Kyle Arrington

Former NFL player and NFL ambassador for the It's a Penalty campaign.

Collette V. Smith

The NFL's first Black female coach and NFL ambassador for the It's a Penalty campaign.

Liz Dank

Senior Public Policy Manager, Women's & Personal Safety at Uber, a partner in the It's a Penalty campaign.

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What they’re saying

“I am committed to It's a Penalty because when it's all said and done, I want to be able to say that I contributed - to the causes I support and to my purpose and my passion, but most importantly to humanity.”

— Kyle Arrington, NFL Champion

“For me, as an NFL athlete, I feel like it's important to use our platform to bring awareness to the It's a Penalty campaign”

— Tutu Atwell, Los Angeles Rams Player

“Trafficking is a year-round crisis, not limited to major events. Through this campaign, we aim to empower individuals to recognize and respond to the signs of exploitation. Together, we can be part of the solution.”

— Collette V. Smith, NFL's First Black Female Coach

“At Uber, safety is the foundation of everything we build, and we know human trafficking is a year-round issue that too often goes unseen. Major events like the Super Bowl give us an important opportunity to raise awareness, correct misconceptions, and mobilize communities. By partnering with It's a Penalty, we're helping ensure more people — including the drivers who keep the Bay Area moving — can recognize the signs of trafficking and know how to respond safely.”

— Liz Dank, Senior Public Policy Manager, Women's & Personal Safety, Uber

What’s next

The It's a Penalty campaign will continue its efforts in the San Francisco Bay Area leading up to Super Bowl LX, including further collaboration with local partners, distribution of awareness materials, and ongoing education and training initiatives.

The takeaway

This campaign highlights the importance of harnessing major events like the Super Bowl to raise awareness and empower communities to combat the year-round crisis of human trafficking. By bringing together a diverse coalition of partners, the It's a Penalty campaign is working to disrupt the patterns that traffickers rely on and create a lasting impact in the San Francisco Bay Area and beyond.