Pro-ICE Ads Appear in San Francisco Before Super Bowl

Controversial billboards praise immigration enforcement agency ahead of big game

Feb. 3, 2026 at 3:07pm by Ben Kaplan

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A series of digital billboards praising the U.S. Immigration and Customs Enforcement (ICE) agency have appeared in San Francisco, just blocks from one of the main gathering spots for Super Bowl visitors. The ads, paid for by a group called American Sovereignty, depict ICE agents as "defensive players of the year" and suggest the agency is necessary for America to "win" against illegal immigration.

Why it matters

The ads have generated significant controversy and debate in the liberal-leaning city of San Francisco, which has long been at odds with the Trump administration's hardline immigration policies. The timing of the ads, just before the high-profile Super Bowl event, has added to the political tension.

The details

The three rotating digital billboards are located at the intersection of Jefferson and Mason streets, near Pier 39, one of the main tourist hubs for the Super Bowl. One ad shows an ICE agent holding a trophy with the text "Defensive player of the year: ICE." Another depicts ICE agents in riot gear along the border wall, with the text "Cheering because the home team finally started investing in defense." The third ad compares ICE to football defense, stating "They can't win without defense" and "Neither can America."

  • The ads began appearing in San Francisco in early February 2026, ahead of the Super Bowl on February 8.

The players

American Sovereignty

The group that paid for the pro-ICE advertisements in San Francisco. Their website states they "believe a sovereign nation must know and control who enters, enforce the law fairly, and only welcome those who follow the rules."

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

The takeaway

The appearance of these pro-ICE ads in liberal San Francisco ahead of the high-profile Super Bowl event has reignited debates over immigration enforcement and the role of federal agencies like ICE. The controversy highlights the deep political divisions in the country and the challenges of navigating sensitive issues in the public sphere.