NEW YORK — On Monday, San Francisco 49ers president Al Guido stopped by the NFL’s headquarters for a briefing on first-time activations and initiatives planned for Super Bowl LX, which will land in San Francisco’s Bay Area come February.
The flurry of firsts for Super Bowl LX’s programming includes an Innovation Summit with YouTube, a prime time Pro Bowl game and four-day Culture Club. Each event aims to spotlight elements of the Bay Area’s nine counties. The Super Bowl was played at the 49ers home stadium in Santa Clara in 2016, and in Palo Alto in 1985.
“Every Super Bowl has its own personality; its own rhythm, its own story, and then this one really does have a special one that threads together the entire Bay Area,” NFL EVP of club business, international and league events, Peter O’Reilly, explained at the briefing.
The NFL has partnered with the Bay Area Hosting Committee (BAHC), a nonprofit dedicated to bringing sporting events to the Bay Area, for Super Bowl LX events and initiatives.
Traditional Super Bowl activations, including Taste of the NFL — which will spotlight chefs from the Bay Area and donate proceeds to GENYOUth to aid national food insecurity — will mesh with local initiatives, including newly launched work-equity program Bridge to Work. This week, the NFL and BAHC broke ground on sports field refurbishment projects through a youth sports initiative called Sports for All.
“Our job is to showcase that culture out to the world while uniting the region through the Super Bowl event,” BAHC president and CEO Zaileen Janmohamed explained.
Here are three other firsts for this year’s Super Bowl.
Pro Bowl makes Super Bowl debut after 73 years
Leading up to flag football’s debut at the LA28 Olympics, the NFL is embedding the Pro Bowl into its Super Bowl programming for the first time with 88 of the “biggest stars in the NFL,” O’Reilly said. While the Pro Bowl has been an NFL tradition since 1951, its flag football format — introduced in 2023 — incentivized the NFL to embed it into prime time Super Bowl programming this year.
“At the heart of the Pro Bowl games decision is all the momentum that exists around flag football,” O’Reilly explained. “We’re coming into a market that has tons of momentum around flag football — with girls’ high school flag being so popular and rapidly growing; and with flag as an Olympic sport.”
The Pro Bowl is sponsored by Verizon and will air on ESPN, Disney+ and ESPN Deportes on February 3 at 6:30 p.m. ET, with the flag football portion beginning at 8 p.m. ET. The Super Bowl’s Flag Football showdown between athletes, musicians and content creators — part of the NFL and YouTube’s flag football partnership — will also stream on YouTube on February 7.
Innovation Summit for San Francisco tech culture
The NFL is playing into San Francisco’s title as the “innovation capital of the world” by partnering with YouTube and the Acquired Podcast — a tech and business podcast hosted by Ben Gilbert and David Rosenthal — for an invite-only innovation summit of 500 tech, sports, venture capital and private equity leaders on February 6.
“Bringing elements to the Super Bowl that people haven’t seen before from a tech and innovation perspective is the expectation when you come into the Bay Area, so we’re leaning into that,” Janmohamed explained.
Culture Club
Last year, the NFL launched its Super Bowl red carpet with Tubi, tapping content creator and actress Olivia Culpo to interview Super Bowl players about their fashion. The league has also slated Sting and Bad Bunny to perform at Super Bowl LX’s Studio 60 Concert Series and Halftime Show, respectively. To further tap into the cultural element of the Super Bowl, the NFL announced a four-day Culture Club.
The Culture Club will make its Super Bowl debut on February 4 and include art installations, musical performances, brand collaborations and to-be-announced influencer elements; it aims to mimic the ambiance of a modern members club, according to the NFL’s announcement.
“The NFL Culture Club — not the British band — is a creative space to bring together sports, art, music, fashion, gaming and communities across the Bay Area into an accessible space,” O’Reilly explained.






