The San Francisco Bay Area is preparing for a major economic boost as it gets ready to host Super Bowl LX at Levi’s Stadium in Santa Clara on February 8, 2026. The Bay Area Host Committee estimates the event could generate up to $630 million in regional economic activity, including nearly $16 million in direct revenue for local governments, underlining the Super Bowl’s impact as one of the world’s most powerful sports and tourism drivers.

According to projections, San Francisco is expected to capture the largest share, around $440 million, thanks to its extensive hotel capacity and ability to host large numbers of visitors from across the United States and abroad. Santa Clara County is projected to receive about $160 million, while other counties such as Alameda and Contra Costa could collectively see an additional $30 million. Despite being the host city, Santa Clara is expected to receive a smaller portion of the total revenue compared to San Francisco.

Local governments and tourism organizations across the region are rolling out concerts, fan experiences, food events and free public activities to attract visitors and spread the economic benefits beyond the stadium. San José, for example, will host a weekend of concerts and community events, aiming to draw visitors into downtown areas and encourage longer stays throughout the South Bay.

Tourism leaders note that the biggest economic impact comes from visitors traveling from outside California, who typically stay four to five nights, compared to shorter stays from in-state fans. During the last Super Bowl in the Bay Area, hotel occupancy in San Francisco reached nearly 90%, and officials expect a similar surge in 2026, providing a much-needed boost to the region’s hospitality sector after the pandemic slowdown.

Security and logistics, however, remain a significant cost, especially for Santa Clara. City officials estimate hosting the game will cost more than $6 million, mainly for policing and public safety. Under an agreement with the Bay Area Host Committee, those expenses will be reimbursed, but some local leaders have still expressed concern about the financial risks and the relatively small share of revenue the host city will retain.

Beyond Super Bowl LX, the event is part of a broader calendar of global sporting milestones for the region. The Bay Area Host Committee estimates that, combined with recent events like the NBA All-Star Game and the upcoming FIFA World Cup 2026, the region could generate around $1.4 billion in total economic impact, reinforcing the Bay Area’s position as one of the world’s leading destinations for major international sports events.