SAN JOSE, Calif. (KGO) — The countdown is on to 2026 in the South Bay, with Super Bowl 60, NCAA March Madness and the FIFA World Cup.
On Thursday, the city of San Jose revealed its game plan for all the excitement in order to create a successful year for the city in 2026.
“It’s the first region to have a Super Bowl and a World Cup in the same year,” San Jose Sports Authority Exec. Director John Poch said. “It’s gonna reach out to a global audience and how many cities or counties have a global audience like we do?”
The region is built for this, but not without hard work to create a fan destination. Efforts are underway.
Thirteen concerts and 13 drone and light shows will make up 26 unique experiences, along with more than 100 watch parties.
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“While there will be a handful of official events, we want to make sure that there’s something to do 24/7 for the three or four days that people are here,” Mayor Matt Mahan said. “And so, that’s why we are raising money, hiring talent and putting on our own set local events.”
Fun is planned in every district across the city, and it’s highlighted by the new “San Jose 26” branding, which debuted Thursday.
Images of where events will take place — the iconic places that make the city special — can be found on a new website, which will help residents and visitors navigate all San Jose has to offer.
“It’s a way to connect travelers, not only for the sporting events, but also for them to come back in future years and experience our city,” said San Jose Mineta International Airport Director of Aviation Mookie Patel. “If you’ve lived here and you look at this artwork that’s been created, you’ll go, ‘Wow, OK, I can see it.’ This is San Jose.”
It’s part of a game plan, based on improving from our last Super Bowl 10 years ago, when San Francisco benefitted the most.
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This time around, the South Bay economic impact will be off the charts. More than $1 billion is expected from roughly half a million fans, who will make their way to San Jose.
“What we’re showing today is more than a brand. It’s San Jose’s identity,” Mahan said. “Diversity and innovation all rolled into one. I can’t wait to remind our residents what makes San Jose so special and share that with the world.”
It’s estimated that when people come to town for these major sporting events, they only spend about 5 to 10% of the time at the game itself.
San Jose leaders hope the work they’re putting in will make it so the rest of their time is spent right here.
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