Freight Volumes & Rates Rise in Northern California Ahead of Super Bowl LX

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The upcoming Super Bowl LX game between the New England Patriots and the Seattle Seahawks at Levi's Stadium in Santa Clara, California, is driving a noticeable increase in freight activity into Northern California. Load volumes and some spot rates have risen in the days leading up to the February 8th game, with flatbed volumes seeing the biggest jump.

Why it matters

Hosting major sporting events like the Super Bowl typically generates a significant temporary spike in freight demand and transportation activity in the host city, as logistics providers work to supply the event. This can impact capacity, pricing, and overall freight dynamics in the region.

The details

Data from Truckstop.com indicates a significant increase in inbound load volumes into the San Jose market during the week of January 25-31, compared to both the previous week and the same period in 2025. Specifically, flatbed volumes increased by 30% week over week and 200% year over year. Reefer loads saw a climb of 18% week over week and 3% year over year, while van volumes rose 10% week over week and 29% compared to the same week in 2025. These increased volumes have impacted spot rates for certain types of equipment, with average inbound reefer spot rates reaching $2.72 per mile, a 12.4% increase week over week and a 22% increase year over year.

• The Super Bowl LX game is scheduled for February 8, 2026.
• Load volumes and spot rates have been rising in the San Jose market during the week of January 25-31, 2026, leading up to the big game.

What’s next

As the Super Bowl approaches, freight volumes and rates in Northern California are expected to continue rising, peaking around a week prior to the game, and then declining once the event concludes.