Super Bowl events and activities will soon be popping up all over San Francisco, and you don’t need to be a football fan to enjoy them. Here are my top five picks for what’s to come in our fair city, and why each stood out to me as a special winner.
1. Super Bowl Experience
Dates: Feb. 3-7
Hours: Feb. 3–6, 3–10 p.m.; Feb. 7, 1 a.m.–10 p.m.
Cost: $40 and up, free for kids 12 and under
Location: Moscone Center
This is the event I’d recommend if you want to lean into Super Bowl week energy fully.
Here you’ll find the ultimate Super Bowl playground, perfect for people of all ages. The NFL takes over the Moscone Center with Super Bowl Experience presented by Jersey Mike’s.
What makes this unique is its hands-on approach. You’ll find interactive games, star players offering autographs, photos with the Super Bowl Rings and the Vince Lombardi Trophy, plus exclusive merchandise from the NFL Shop presented by Visa.
Very important: a clear bag policy will be strictly enforced. Make sure it’s made of clear plastic, vinyl, or PVC and that it doesn’t exceed 12″ x 6″ x 12”.
Dates: Feb. 5–7
Hours: 8–10 p.m.
Cost: Free
Location: Ferry Terminal Building, 1 Ferry Plaza
This event turns one of my favorite San Francisco landmarks — the Ferry Building — into a full-on visual experience.
The Super Bowl Projection Show will run each evening as Erin Fong’s colorful artwork transforms the building into a virtual time machine. You’ll walk through the last 60 years of Super Bowl history, culminating with this year’s matchup in the Bay Area. Expect immersive activities too, such as voting for which team you think should get the Vince Lombardi Trophy.
Head across the street, too. Super Bowl LX photo-op areas will be set up near Justin Herman/Harry Bridges Plaza, as well as at the Ferry Terminal Plaza at the corner of Mission Street and The Embarcadero.
3. Youth Pride Flag Football Clinic
Date: Feb. 4
Hours: 5:30–9:30 p.m.
Cost: Free to an optional $27.24 Rainbow donation to support the SF LGBT Center
Location: Starts at SF LGBT Center (1800 Market Street), then bus to Moscone Center
Who’s ready to be proud of our city? I certainly am, and here’s just one way you can show it with flying colors. The NFL is hosting its fourth annual Pride Flag Football Clinic for youth, families, and allies, in partnership with Pride House SF and the SF LGBT Center. I adore this event because it combines sports, community, and inclusivity in a fun and meaningful way.
You’ll find leaders from USA Football, the National Gay Flag Football League, and the San Francisco Gay Flag Football League. The event features messages of support for the LGBTQ community from NFL players and team representatives.
Dates: Feb. 4–7,
Hours: 10 a.m.–6 p.m.
Cost: Free
Location: 217 Powell Street, Union Square
For some, shopping is a sport! And here you’ll find not just a store but a full cultural moment.
The Starter x NFL Shop is a four-day retail and experiential space celebrating the upcoming game. It blends Starter’s heritage as an athletic apparel brand with the excitement of the game. You can shop the Starter Super Bowl LX Collection, inspired by San Francisco, plus limited-edition collaborations available only during Super Bowl week.
There are also two standout activations:
Starter Lab: an interactive customization experience where you can design one-of-one Starter jackets using NFL teams, vintage logos, and exclusive branding.
Starter Live: a live, in-store podcast studio running throughout the day. This year, Jim Weiss (Founder and Chairman of Real Chemistry) will record Get Real with Jim Weiss on site on Wednesday, Feb. 4, and Thursday, February 5, along with Pacman Jones and TJ Ward.
Date: Feb. 7–8
Hours: Feb. 7, 3–10 p.m.; Feb. 8,10 a.m.–8 p.m.
Cost: Free
Location: San Francisco Brewing Co., 3150 Polk Street, Ghirardelli Square
If you’re seeking a true Super Bowl weekend hang, head over to the San Francisco Brewing Co., located at Ghirardelli Square. Good energy will be on tap all day. BÉIS, the gorgeous luggage brand, is taking over the space for two full days, transforming it into a hub for food, drinks, games, shopping, and photo-worthy moments.
You can check out the company’s latest products and custom Super Bowl merch, compete in relay races and sports trivia, and snag giveaways throughout the weekend. Winners of select games can even score BÉIS bags and luggage. The watch party is on Sunday, but arrive early for Super Bowl trivia and BÉIS Bingo, with prizes leading up to kickoff.
But wait, there’s more!
For the days before the big game to the Super Bowl itself, expect San Francisco to be jam-packed with revelers, despite the 49ers not making it past the playoffs. But maybe this relieves a bit of the pressure. All we have to do now is kick up our heels and enjoy ourselves with locals and out-of-towners.
For more free events, check out what’s happening in Union Square for the “Big Game Days.” From Feb. 5 to 7, the plaza will host a variety of activities, including inflatable football games. If you haven’t seen the incredible CHEER San Francisco team, make sure you’re in the Square on Feb. 5 at 5 p.m.
I also appreciate what Macy’s Union Square is doing with its Sports Illustrated Super Bowl 50 Experience on the fourth floor. From Feb. 4 to 6, 11a.m. to 8 p.m., you’ll find the “Fan Cave” with cool vintage Sports Illustrated content, an e-gaming lounge, and a touchdown dance celebration booth that generates GIFs. “The Yard” replicates an Americana-style tailgating experience, with a virtual Q.B. passing challenge, live D.J.s, and plenty of food and drink offerings.
And of course, bars and restaurants across the city will be hosting watch parties. Far too many to count and post.
Unfortunately, I can’t participate in all these events, but I will do my best to attend most. Why not? San Francisco doesn’t host the Super Bowl every year (yes, yes, I know it’s actually being played in Santa Clara), and it’s an opportunity to be part of the best of our home. See you here!