Moscone Center Transforms Into NFL Museum-Amusement Park for Super Bowl Experience

Tens of thousands visit interactive exhibits, games, and activities ahead of the big game.

Feb. 4, 2026 at 9:07pm

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The Super Bowl Experience, an interactive NFL attraction, has drawn large crowds to the Moscone Center in downtown San Francisco all week leading up to Sunday's championship game. The event features museum-style exhibits, hands-on football drills, and other activities for fans of all ages, including those without tickets to the game itself.

Why it matters

The Super Bowl Experience is a major part of the NFL's efforts to engage fans and create a festive atmosphere around the league's biggest event. By hosting interactive exhibits and activities miles away from the stadium, the NFL is able to extend the Super Bowl experience to a much wider audience beyond just those attending the game.

The details

The Moscone Center has been transformed into a part museum, part amusement park featuring games, exhibits, and hands-on activities tied to the Super Bowl. Attractions include a 40-yard dash, opportunities to see the Vince Lombardi Trophy up close, and other football-themed activities. The event has drawn both ticketed fans as well as those without game tickets, including Seahawks and Patriots supporters who made the trip to San Francisco specifically for the Super Bowl Experience.

  • The Super Bowl Experience runs through the weekend leading up to Sunday's championship game.
  • City officials previously projected as many as 100,000 people would visit the Moscone Center during the event.

The players

Chino Ely

A Seahawks fan from Marysville who is attending the Super Bowl with his daughter.

Glen and Julie Shaw

New England Patriots fans visiting California for the first time, with the Super Bowl Experience as a major reason for their trip.

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What they’re saying

“I've been a Seattle Seahawks fan since I was a kid, and my daughter is as well, and we'll be attending the Super Bowl on Sunday.”

— Chino Ely (KOMO News)

“We've never been to a Super Bowl, never been to California, so my wife and I decided, 'Hey, let's go.'”

— Glen Shaw (KOMO News)

What’s next

The Super Bowl Experience will continue through the weekend, leading up to Sunday's championship game at Levi's Stadium in nearby Santa Clara.

The takeaway

The NFL's Super Bowl Experience demonstrates the league's efforts to engage fans beyond just those attending the game itself, creating a festive atmosphere and interactive attractions that draw tens of thousands of visitors to San Francisco in the days leading up to the big event.