\u201cThe Bay Area Host Committee\u2019s report confirms what San Jose businesses, workers and residents felt firsthand: Our city scored big during Super Bowl 60,\u201d San Jose Mayor Matt Mahan told San Jos\u00e9 Spotlight. \u201cWe began preparing<\/a> in 2023, the moment the NFL selected our region to host<\/a>, and our team worked for years with partners across the Bay Area to deliver a world-class experience.\u201d<\/p>\n Santa Clara<\/a> spokesperson Janine De la Vega said the city is also encouraged by the report\u2019s findings.<\/p>\n As another sign of increased tourism activity, De la Vega points to a 43% surge in city hotel tax revenue in February compared to the past year. Santa Clara plans to conduct its own economic impact analysis of Super Bowl and FIFA World Cup events<\/a>, she said.<\/p>\n The Feb. 8 Super Bowl in Santa Clara was followed up by other major sporting events, including NCAA March Madness games held this spring at SAP Center and the upcoming series of World Cup<\/a> matches set to take place at Levi\u2019s Stadium beginning June 12.<\/p>\n Hoping to give sports fans a reason to stay in San Jose, the city has supported an array of events<\/a> set to coincide with this year\u2019s big games. By the time the World Cup matches wrap up in July, the city will have likely seen more than 100 watch parties and about two dozen major events, including concerts and light shows, according to officials.<\/p>\n A bigger share of the pie?<\/p>\n The all-out events blitz is a direct response to the region\u2019s lackluster economic showing during the 2016 Super Bowl. One analysis<\/a> found that while the Bay Area as a whole drew in $240 million from that game, San Jose secured only 12% of the economic pie and Santa Clara saw only 7%. In contrast, San Francisco took home 57%.<\/p>\n The latest report covering economic activity from February\u2019s game, conducted by global management consulting firm Boston Consulting Group, bases its estimate of economic impact on spending numbers that reflect the surge in purchases on things such as food, hotel stays and transportation.<\/p>\n The report breaks down its findings only to the county level. It found that San Francisco County captured about $425 million in revenue generated by the game, or about 59% of the total.\u00a0Other Bay Area counties \u2014 such as Alameda, Contra Costa and Marin \u2014 captured about $100 million, or 14%. The game also attracted 90,000 visitors from outside the Bay Area, according to the report.<\/p>\n \u201cSuper Bowl (60) was truly a transformational event for the Bay Area,\u201d Zaileen Janmohamed, president & CEO of the Bay Area Host Committee, said in a statement accompanying the report. \u201cWe\u2019ve demonstrated that the Bay Area\u2019s world-class infrastructure, hospitality, and business ecosystem can deliver meaningful economic benefits that extend far beyond game day.\u201d<\/p>\n But Roger Noll, a professor emeritus at Stanford University who studies sport economics, poured cold water on the report\u2019s jaw-dropping figures. He notes the report does not factor in important economic costs from the game. For example, big events often displace every-day business activity, like the local families that chose not to go to their usual downtown restaurant due to the crush of sports fans in the area. Such displacement can essentially wipe out the incremental gains from major sports events, Noll said.<\/p>\n \u201cWhat others have found in studying other events \u2026 is that the increment is small to nonexistent,\u201d Noll told San Jos\u00e9 Spotlight. \u201cIt doesn\u2019t have to make us all rich to be worth doing.\u201d<\/p>\n Then there is the money local governments spent on things such as event planning, marketing and police and fire personnel staffing.<\/p>\n San Jose set aside $1.15 million in this year\u2019s budget to support major games in 2026, according to city officials. In addition, private sponsors donated another $5 million toward this effort.<\/p>\n Santa Clara officials have estimated expenses related to hosting the game totaled $6.4 million. The city expects to be reimbursed<\/a> for \u201call eligible costs\u201d by the Bay Area Host Committee, a spokesperson said.<\/p>\n Meanwhile, there has been grumbling about uneven business activity from many outside of San Jose\u2019s downtown core, where the games provided less of an economic boost.<\/p>\n Jason Aland owns Henry\u2019s Hi Life<\/a>, a bar located in Little Italy within walking distance of downtown. Still, he said he didn\u2019t see any increase in business during Super Bowl week.<\/p>\n \u201cFor us, week-over-week, year-over-year comparative sales were not much of an increase \u2014 if any,\u201d Aland told San Jos\u00e9 Spotlight.<\/p>\n Local business observers have lauded San Jose\u2019s efforts to capture more revenue from the big games. However, they said this work took a major hit when the Bay Area Host Committee announced a roster of official NFL-endorsed events that almost entirely excluded<\/a> the South Bay.\u00a0San Jose appeared just once on the list. Santa Clara didn\u2019t make the list at all.<\/p>\n \u201cI thought that was a little ridiculous, but that\u2019s kind of how it works in this region \u2014 we still play second fiddle to San Francisco,\u201d Mike Van Every, president and managing partner of San Jose real estate firm Republic Urban Properties, told San Jos\u00e9 Spotlight. \u201cI think (the city was) ready and primed to even do better than those numbers, but because of circumstances beyond San Jose and Santa Clara\u2019s control \u2014 we kind of got hosed.\u201d<\/p>\n![\"A](\"https:\/\/www.newsbeep.com\/us-ca\/wp-content\/uploads\/2026\/02\/Super-Bowl-60-1024x683.jpg\")
People arrive at Levi\u2019s Stadium before the NFL Super Bowl 60 football game between the New England Patriots and the Seattle Seahawks, Sunday, Feb. 8, 2026, in Santa Clara, Calif. (AP Photo\/Lynne Sladky)<\/p>\n![\"In-line](\"https:\/\/www.newsbeep.com\/us-ca\/wp-content\/uploads\/2026\/03\/interactive-321838904008.png\")
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