Santa Clara residents can expect to see more advertisements in their neighborhoods as the city prepares to host major sports events next year.
The Santa Clara City Council unanimously approved an advertising agreement with New York-based Outfront Media earlier this month, in preparation for the 2026 Super Bowl and FIFA World Cup at Levi’s Stadium. Outfront Media will sell Santa Clara’s advertising space, including billboards and wall displays, to brands on behalf of the city, leading up to both events. The city will split those profits evenly with the advertising agency, with total earnings for Santa Clara anticipated to range from $500,000 to $1.5 million.
Santa Clara must approve all potential deals before brands can advertise in the city. The Santa Clara Youth Soccer Park and city’s water tanks are pre-approved as advertising locations. The agreement ensures the city makes some profit from the events because it won’t earn much from the games.
District 2 Councilmember Raj Chahal said the city needs to rake in as much revenue as possible because its agreements with the nonprofit Bay Area Host Committee, San Francisco 49ers and FIFA primarily reimburse Santa Clara millions of dollars for costs including security expenses. The city will make most of its money from the events through revenue sources outside the stadium, including hotel tax dollars as thousands of visitors flood the city.
Chahal said after the events end, the city could look at a long-term contract with Outfront Media for advertising when large concerts come to the stadium.
“We have to look at the financial aspect of it. What is good for the city in the long term?” he told San José Spotlight. “If we have an avenue to make money, we should be doing that.”
City officials said they chose Outfront Media after a competitive bidding process where the advertising agency scored the highest based on experience with large venues. Outfront Media did not respond to a request for comment.
Assistant City Manager Chuck Baker said the agreement creates space for dynamic displays and art throughout the city ahead of the Super Bowl and World Cup.
“Our plan is simple and high impact, with no upfront cost,” he told San José Spotlight. “We created it to turn the 2026 major events spotlight into measurable public benefit.”
The agreement comes at a time when the city is competing with San Francisco and San Jose as a major destination for fans before and after the games.
Outfront Media will allow Santa Clara to advertise itself on billboards for free throughout the Bay Area until the city hits $100,000 in value. Councilmembers recently approved a logo and slogan for Santa Clara that will be sold on merchandise ahead of and during the events.
Christine Lawson, president and CEO of tourism group Discover Santa Clara, said her organization has created a robust marketing plan in collaboration with the city to bring visitors to Santa Clara. The plan includes a visitor guide, media tour and trip-planning tool that allows people to build customized itineraries.
She added Santa Clara offers unique cultural diversity and innovative tech companies such as Nvidia.
“Santa Clara isn’t just where the game happens — it’s where you eat, play and stay,” Lawson told San José Spotlight. “While the Bay Area offers many attractions, we want visitors to know that Santa Clara has its own vibrant culture, premier shopping, diverse culinary adventures and world-class entertainment.”
Contact Annalise Freimarck at [email protected] or follow @annalise_ellen on X.
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