With Super Bowl LX, NCAA Men’s Basketball West Regionals and the 2026 FIFA World Cup expected to bring people and economic activity to the region, the City has an activation plan for residents and visitors alike
SAN JOSÉ, CA – Today, Mayor Matt Mahan, joined by City Manager Jennifer Maguire, San José Sports Authority Director John Poch and Director of Aviation Mookie Patel at San José Mineta International Airport (SJC), unveiled new branding and events to highlight the major sporting competitions coming to the region in 2026: Super Bowl LX, the NCAA Men’s Basketball West Regionals, and the FIFA World Cup. These initiatives include a new logo, a microsite to help residents and visitors plan their event itineraries, and a lineup of watch parties, thirteen drone shows or light projections, and thirteen concerts.
“Most cities dream of securing just one major sporting event. In 2026, the Bay Area will host three — and we’re determined to make sure the benefits for our city extend far beyond the final whistle,” said San José Mayor Matt Mahan. “We’ve developed a game plan to ensure all eyes are on San José as we showcase our culture and innovation to the world.”
The City’s new branding features a custom icon system that reflects the spirit and story of San José. More than twenty icons draw directly from places and innovations that residents know well — from beloved cultural landmarks to world-changing inventions born here. For example, the Performing Arts Center icon incorporates the distinctive detail of its windows, a familiar sight to many in our community. This branding will not only welcome visitors at SJC and across public spaces but will also serve as a source of pride for residents who see their city’s history and creativity represented in a fresh, modern way.
“I’m thrilled to kick off a big year in San José with sports in 2026 with the unveiling of a collaborative brand that embodies our community’s spirit and celebrates our cultural richness,” said San José City Manager Jennifer Maguire. “This pivotal moment positions San José as the South Bay’s hub for sports, arts, and entertainment while fostering civic pride among our residents.”
The city also unveiled a new microsite designed to serve as a central hub for residents and visitors to explore all that San José has to offer. The site provides tools to build itineraries, discover restaurants and hotels, and access details on upcoming programming — including thirteen concerts featuring national headliners, thirteen evenings of drone shows and projection mapping, and community watch parties hosted across every district of the city.
The Bay Area will make history as the first region ever to host both the Super Bowl and the FIFA World Cup in the same calendar year. Super Bowl LX alone is projected to deliver an economic impact of approximately $500 million and attract more than 90,000 visitors from outside the region. The FIFA World Cup is expected to generate an additional $555 million in economic activity and draw roughly 260,000 visitors, creating an unprecedented moment of global attention and economic opportunity for the Bay Area.
Attached to this release are examples of the custom icons and the logo, along with renderings that illustrate how the branding and iconography could appear across the city — from public spaces to community landmarks — giving residents a preview of how San José’s story will be celebrated in everyday places.
About the City of San José
With nearly one million residents, San José is the largest city in the Bay Area and one of the nation’s most diverse and creative. San José’s transformation into a global innovation center in the heart of Silicon Valley has resulted in the world’s greatest concentration of technology talent and development.
