How the Super Bowl and FIFA World Cup Are Elevating Santa Clara as a Global Sports Destination
In 2026, Santa Clara, California, will step onto the global stage that few destinations ever reach by hosting both the Super Bowl and the FIFA World Cup in the same year. It’s a milestone that reflects years of strategic investment and confidence in the city’s ability to deliver at the highest level. At the center of that momentum is Discover Santa Clara CEO Christine Lawson, who is helping guide the destination through a transformative moment. From the $200 million reinvention of Levi’s® Stadium to fan-first planning that spans transportation, technology and community engagement, Lawson shares how Santa Clara is preparing to leave a lasting impression on the world.
Read more exclusive World Cup content on SPG’s travel guide and fan playbook!
How does the dual honor of hosting both the Super Bowl and World Cup reflect Santa Clara’s evolution as a top sports and entertainment destination?
Santa Clara’s evolution into a top sports and entertainment destination has been years in the making, and hosting both the Super Bowl and FIFA World Cup in the same year reflects just how far we’ve come. These global events bring significant visibility and real business opportunities for our hotels, venues and hospitality partners.
While the high-end projection of $1.26B reflects spending across the broader Bay Area, Santa Clara is right at the center of the energy. These events also generate thousands of event-related jobs, delivering a real lift to our community.
For us, 2026 is about showing how ready, coordinated and confident this destination is on the world stage.
How do the recently completed $200 million upgrades to Levi’s® Stadium elevate the fan experience and position Santa Clara for success on the global stage?
Levi’s® Stadium has always delivered an electric atmosphere, and the recent upgrades take that experience to another level for fans. The enhanced video boards, upgraded lighting and expanded production capabilities create a more immersive environment, everything feels sharper, brighter and more connected the moment you walk in.
The new premium spaces, including the Elevate Club with its field-level access, add another layer of possibility for guests looking for a more tailored experience. But what matters most is how these improvements come together to create a smoother, more engaging game day for every fan, not just a select few.
These enhancements also position Santa Clara confidently on the global stage. When you welcome events like the Super Bowl and FIFA World Cup, you need a venue that can meet the moment, and Levi’s® Stadium is ready.
How is Discover Santa Clara collaborating with Levi’s® Stadium, the Bay Area Host Committee and other regional partners to deliver a unified “fan-first experience” across the entire visitor journey?
We’re really fortunate to work closely with the Bay Area Host Committee, the City of Santa Clara, Levi’s® Stadium and our hotel and tourism partners to create a unified, fan-first experience from the moment visitors arrive. And with both Super Bowl LX and FIFA World Cup 26™ matches anchored right here at the stadium, the heart of the action is in Santa Clara—this is where fans will want to be.
While official programming is still being developed, fans can expect an energized atmosphere across the city that reflects the optimism, ambition and competitive spirit these global events bring to the region. We’re already collaborating on citywide fan activations, including viewing parties and cultural celebrations that will shape the lead-up to both events.
For updates as we move closer to 2026, Discover Santa Clara is the go-to resource for everything happening around these major events and in the city.
Are there new or enhanced visitor resources being introduced to ensure international guests feel at home?
We’re introducing several new tools to ensure visitors from across the country and around the world feel at home and get the most out of their time in Santa Clara. Our designated Super Bowl LX and FIFA World Cup 2026 landing pages give fans a streamlined, go-to source for what’s happening in and around the city.
We’re also releasing our Ultimate Sports Playbook, designed specifically for the sports-minded traveler. It goes beyond a standard visitor guide and offers a practical look at how to explore Santa Clara before, during and after the games.
And for visitors who want a more personalized approach, our new Mindtrip AI planner lets them build itineraries based on their personal preferences and tastes. It’s simple, intuitive and a great way to experience the city on their own terms. You can check out all of these and more resources on our website.
For an in-depth look at Santa Clara, California, Levi’s® Stadium and the San Francisco area, check out SPG’s World Cup fan guide!
Are there particular regions or communities in Missouri that will play a role in the FIFA World Cup build‑up or events?
We believe several parts of the state will be impacted by World Cup visitors. The full impact is still unknown but will be influenced by team base camps (a country’s home away from home while in the tournament) that could happen in both the Kansas City region as well as St. Louis. Those team base camp decisions by countries will happen late 2025. Route 66, which runs across the state, will celebrate 100 years in 2026, so we know that will be a significant draw also.And 2026 is America’s 250th birthday, so it’s a major year for celebrations.
What are some of the creative or standout ways Discover Santa Clara is telling its story to both sports fans and future travelers leading up to 2026?
We’re telling Santa Clara’s story in a way that speaks to both fans and future travelers. Our marketing efforts highlight everything that makes Santa Clara worth exploring while people are here for these global events, from our arts and culture to our food scene, attractions, shopping and the energy of the city itself. The goal is simple: while fans come for the games, we want them to leave knowing this is a place to return to, whether for a meeting, business, or a future getaway.
We’re bringing this to life through targeted advertising, strategic PR, the sports-minded Ultimate Sports Playbook and customized in-market materials that help visitors get more out of their time here. We’ve built dedicated Super Bowl LX and FIFA World Cup 2026™ landing pages and launched our Mindtrip AI planner so fans can design a Santa Clara experience based on their personal preferences and tastes. Looking ahead, we’re considering a post-event economic impact study to help us understand how these moments will drive return visitation and strengthen Santa Clara’s long-term position.
We continue to stay aligned with the Bay Area Host Committee, the City of Santa Clara, Levi’s® Stadium and other regional partners to ensure our story is clear, consistent and compelling leading into 2026.
What specific transportation, hospitality or citywide upgrades are underway to ensure smooth movement and memorable experiences for the influx of international visitors?
We’re working closely with our regional partners to make sure getting around Santa Clara is as smooth, straightforward and as safe as possible. We want fans to move easily in, out and around the city no matter how they choose to travel.
Plans are underway to support that, from improved traffic flow to expanded transit options and clear signage in key areas so visitors always know where they’re going. We want the transportation experience to feel intuitive, not stressful, especially for international guests navigating the region for the first time.
For transit schedules, designated rideshare zones, parking details and updates as we get closer to the events, DiscoverSantaClara.org will be the go-to resource for visitors and residents alike.
What types of long-term benefits or initiatives do you hope the World Cup will inspire within Santa Clara’s tourism and community landscape, and how do you see the city’s global profile changing as a result?
Being the first city to host both the Super Bowl and the World Cup in the same year puts Santa Clara on an unprecedented global stage, bringing the city’s energy front and center, from our hospitality and standout venues to our vibrant culinary and arts scene, and gives us the chance to show future travelers and event organizers what makes this a compelling place to visit and return to.
We expect this visibility to spark long-term interest in Santa Clara, whether for meetings, business travel, leisure, or future global sporting events. It also gives us a chance to learn, refine and grow as a destination. As previously mentioned, A post-event economic impact study is being considered to help us understand how these moments influence return visitation, attract future global sporting events, support business travel and guide how we continue positioning Santa Clara moving forward.
We’re working closely with the Bay Area Host Committee, Levi’s® Stadium and the City of Santa Clara to build on this momentum. These partnerships will help ensure that what we do in 2026 has a meaningful, lasting impact on how Santa Clara is seen, not just in the Bay Area, but around the world.
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