The upcoming 2026 Super Bowl and FIFA World Cup are more than just sporting events for Santa Clara - they’re a golden opportunity to put this small Bay Area city on the global map. With an ambitious $1 million investment from its general fund, Santa Clara is determined to compete with its larger neighbors San Jose and San Francisco for international attention.

The city’s strategy includes hosting diverse events like night markets, concerts, watch parties, and a unique STEM Bowl celebrating local technological innovation. City officials anticipate total event costs between $1.2 million and $2.9 million, planning to cover additional expenses through sponsorship funding.

District 5 Councilmember Suds Jain emphasizes the importance of creating memorable experiences that will encourage visitors to return. “We want people who come to Santa Clara to have a great experience,” he explained, acknowledging the challenges of competing with neighboring cities’ extensive event lineups.

Tourism nonprofit Discover Santa Clara is equally excited about showcasing the city beyond its tech industry reputation. CEO Christine Lawson highlighted plans to spotlight Santa Clara’s diverse culture, local shops, and culinary scene during these international events.

The potential economic impact is significant. The Super Bowl and World Cup are expected to generate approximately $1 billion in regional revenue and attract hundreds of thousands of visitors. For Santa Clara, this represents a crucial opportunity to improve upon its modest 7% share of economic benefits during the 2016 Super Bowl.

Local enthusiasm is already building. The recent annual Parade of Champions saw 17,000 participants and attendees - a record turnout that reflects the community’s passionate sports culture. Ana Vargas-Smith, parade nonprofit president, believes Santa Clara will make a memorable global impression.

As preparations continue, the city remains committed to prioritizing resident experiences while welcoming international visitors. With strategic planning and community spirit, Santa Clara is positioning itself as a dynamic host ready to compete on the world stage.