Santa Clara looks to billboards to make money from upcoming major sports events

SANTA CLARA RESIDENTS can expect to see more advertisements in their neighborhoods as the city prepares to host major sports events next year.

The Santa Clara City Council unanimously approved an advertising agreement with New York-based Outfront Media earlier this month, in preparation for the 2026 Super Bowl and FIFA World Cup at Levi’s Stadium. Outfront Media will sell Santa Clara’s advertising space, including billboards and wall displays, to brands on behalf of the city, leading up to both events. The city will split those profits evenly with the advertising agency, with total earnings for Santa Clara anticipated to range from $500,000 to $1.5 million.