Super Bowl LX Brings Robust Sports Calendar to California

From brand activations to community events, the Bay Area hosted a week of Super Bowl festivities.

Published on Feb. 13, 2026

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Super Bowl LX kicked off a robust sports calendar for California, with the state hosting a variety of major sporting events over the next few years, including the NBA All-Star Game, the FIFA World Cup, the U.S. Open at Pebble Beach, and the LA28 Olympic and Paralympic Games. The week leading up to the big game featured a wide range of brand activations, parties, and community events across the Bay Area.

Why it matters

The Super Bowl is one of the biggest sporting events in the world, and hosting it brings significant economic impact to the local region. The Bay Area's ability to successfully host a variety of high-profile sporting events demonstrates the region's capacity to be a premier destination for major sports and entertainment.

The details

The NFL took over the Moscone Center in San Francisco for the Super Bowl Experience fan fest, which featured interactive games, player autograph opportunities, and exclusive merchandise. Brands like Sports Illustrated, BÉIS, Smirnoff, Nike, and Starter activated throughout the Bay Area, hosting parties, pop-ups, and other experiences. The Fanatics Super Bowl Party at Pier 48 drew a star-studded guest list that included Tom Brady, Jay-Z, and Cardi B.

  • Super Bowl LX took place on February 8, 2026.
  • The Super Bowl Experience ran from February 3-7, 2026.
  • The Fanatics Super Bowl Party was held on February 7, 2026.
  • The BÉIS Bowl pop-up was open all weekend leading up to the Super Bowl.
  • The Bay Area will host the NBA All-Star Game, FIFA World Cup, U.S. Open, and LA28 Olympics in the coming years.

The players

Jed York

San Francisco 49ers owner who stated the Super Bowl generated about $500 million in economic impact for the Bay Area.

Waymo

An American autonomous driving company and a subsidiary of Alphabet Inc., Google's parent company.

BÉIS

A luggage and travel accessories brand founded by actress Shay Mitchell.

Smirnoff

A vodka brand that partnered with GLAAD to host the fifth annual A Night of Pride event during Super Bowl week.

Fanatics

A sports merchandise company that hosted a star-studded Super Bowl party at Pier 48.

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What they’re saying

“These Clubhouses are intended to be a respite from the chaos and a chance for the B2B community to come together.”

— Beth Sidhu, Stagwell chief brand and communications officer and Sport Beach CEO (BizBash)

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, Grocery employee (Instagram)

The takeaway

The Super Bowl's arrival in the Bay Area showcased the region's capacity to host major sporting events and entertainment, further cementing California's status as a premier destination for sports and tourism. The diverse range of brand activations, community events, and economic impact demonstrated the enduring appeal of the Super Bowl as a global spectacle.