Small but ambitious, Santa Clara spends big to make mark on Super Bowl and World Cup

THE SMALL BAY AREA CITY hosting the 2026 Super Bowl and FIFA World Cup wants to make an impression as the world watches. That may be difficult when it’s sandwiched between San Francisco to the north and neighboring San Jose to the south with their big budgets and competitive intentions.

Santa Clara is determined not to be overlooked as the host city. It has allocated up to $1 million from its general fund for community events leading up to the games next year. The events include night markets, concerts, three watch parties, an activity at Levi’s Stadium and a STEM Bowl celebrating the city’s technology and scientific innovation. City officials anticipate the events, along with art installations, could cost between $1.2 million and $2.9 million. They plan to cover the remaining costs with sponsorship money.