San Jose stands ready to welcome the world in 2026 with an extraordinary lineup of major sporting events, including Super Bowl 60, the FIFA World Cup, NCAA March Madness, and the National Women’s Soccer League Championships. City leaders have introduced fresh branding under the banner of San Jose 26, featuring colorful logos that incorporate beloved local icons such as Santana Row, San Pedro Square, the Sonic Runway, and even the Eggo Waffle, an invention that originated right here. These designs also highlight diverse neighborhoods like Little Saigon, Little Portugal, and the St. Joseph Basilica, blending the city's rich cultural tapestry with playful sports elements like vibrant soccer balls, footballs, and basketballs in a modern font.
To support the influx of nearly half a million visitors, San Jose has launched a dedicated microsite packed with tools for planning itineraries, locating watch parties, and discovering local attractions. The site serves as a central hub for everyone eager to dive into the action, ensuring seamless navigation through the city's offerings. This initiative reflects San Jose's commitment to creating lasting impressions, encouraging fans to explore beyond the stadiums and return for future adventures in Silicon Valley's dynamic core.
The excitement builds with a packed schedule of community events, featuring 13 concerts headlined by national acts, 13 spectacular drone and light shows illuminating the night sky, and over 100 watch parties spread across districts. These festivities aim to keep the energy high around the clock during event periods, fostering a festive atmosphere that unites residents and guests. Downtown San Jose will shine as a focal point, with enhanced signage and public art projects connecting key areas and inviting exploration of its lively plazas, restaurants, and cultural spots.
City officials project an economic boost exceeding $1 billion from these events, with Super Bowl 60 alone expected to draw 90,000 tourists and generate $500 million, while the World Cup adds another $555 million from 260,000 attendees. This surge promises to invigorate local businesses, from Downtown eateries to neighborhood shops near Levi's Stadium. San Jose's strategic planning draws lessons from past hosting experiences, positioning the city to maximize benefits and showcase its innovation and diversity on a global stage.
As preparations ramp up, starting with the National Women’s Soccer League Championships in November 2025 at PayPal Park, San Jose emerges as a premier destination for sports enthusiasts. The new branding and event lineup highlight the city's unique blend of technology, culture, and community spirit, creating opportunities for memorable experiences. Residents and visitors alike can look forward to a year that celebrates San Jose's strengths and invites the world to join in the celebration.
Source: SVBJ
