In a strategic move aimed at bolstering tourism from Canada, Visit California has entered into a powerful partnership with the National Football League (NFL). This collaboration positions California as the official partner of the NFL in Canada, tapping into the NFL’s massive fanbase of over 15.6 million Canadians. The Golden State’s dynamic tourism sector is set to benefit significantly from this association, which highlights California’s renowned destinations and world-class sports experiences. The partnership will also serve as a catalyst for future tourism growth, particularly in the context of upcoming Super Bowl events.
Emotional and Strategic Significance for California’s Tourism
Caroline Beteta, the President & CEO of Visit California, stated that California is the ultimate playground for all sports fans. She explained how the connection with the NFL would amplify California’s image globally, especially through international markets like Canada. She also emphasized that the timing of this partnership is ideal, given California’s upcoming role as the host for the next two Super Bowls.
This partnership marks the beginning of a long-term relationship between Visit California and the NFL, which will extend through 2027. The collaboration aims to showcase the state’s diverse sports offerings and iconic destinations, inviting Canadian fans to experience California like never before.
Canada’s Big Sports Party: Super Bowl LX in Toronto
The NFL-Visit California partnership officially kicks off with the Official Super Bowl LX Party in Toronto, on February 8, 2026, at REBEL, a popular downtown venue. The event will be a sports fan’s dream, featuring live Super Bowl LX action on jumbo screens with stadium-level sound. It promises an unforgettable experience with fan activations, photo opportunities, games, prizes, and exclusive local game-day food.
At the heart of the celebration will be an interactive field goal simulator, hosted by Visit California. Fans will have a chance to test their skills and enter a fan contest. One lucky winner will walk away with a sports-fueled trip to California, offering a once-in-a-lifetime opportunity to experience the Golden State’s legendary sports and entertainment culture.
California’s Growing Reputation in Global Sports Tourism
The significance of this partnership is clear: California will be at the epicenter of the sports world in the coming years. With the Super Bowl LX and Super Bowl LXI hosted in the San Francisco Bay Area (2026) and Los Angeles (2027), these two major events will boost California’s tourism profile to new heights. The state will also play a leading role in hosting other iconic events such as the NBA All-Star Game, the FIFA World Cup, the U.S. Open Golf Tournament at Pebble Beach, and the LA28 Olympic and Paralympic Games.
These global events, combined with California’s established sports legacy, will provide an unparalleled backdrop for Visit California to promote its diverse offerings. Whether it’s the natural beauty of its landscapes, the luxury experiences of the wine country, or the thrill of world-class sporting events, California will be showcased as the ultimate destination for sports lovers.
California and NFL: An International Partnership
The NFL’s strategic alliance with Visit California extends beyond Canada. The partnership also includes key international markets such as Mexico, Australia, and the UK. These regions, with their own substantial NFL fan bases, present new opportunities to engage with a growing global audience. Through targeted media campaigns and unique fan experiences, the partnership aims to deepen California’s connection with NFL supporters in these countries.
Gavin Kemp, the General Manager for the NFL in Canada, expressed his excitement about the partnership, emphasizing its potential to engage Canadian fans. He noted that they were excited to kick things off at Canada’s biggest Super Bowl party, and he spoke about showcasing California as the Ultimate Playground for Canadian sports fans in the coming years.
What This Means for Tourism: An Economic Boost for California
This partnership not only strengthens California’s international tourism appeal, but it also promises an economic impact. By leveraging the NFL’s global reach and Canadian fans’ passion for sports, Visit California expects a significant increase in tourism-driven revenue, especially during major sports events like the Super Bowl. As sports tourism continues to grow globally, California is well-positioned to attract thousands of new visitors eager to experience the state’s world-class facilities, scenic views, and vibrant cities.
Super Bowl Parties and More: Engaging with Canadian Fans
The Super Bowl LX Party in Toronto is just the beginning of a series of events aimed at deepening the connection between California and Canadian football fans. As the partnership progresses, fans will have more opportunities to engage with California’s tourism offerings, particularly through live events, travel giveaways, and NFL-themed activations. By making California synonymous with sports tourism, Visit California plans to increase its visibility as the go-to destination for sports enthusiasts from Canada and beyond.
California’s Super Bowl Advantage: Driving Tourism Through Sports
California’s dual role as both the host of two upcoming Super Bowls and the official NFL partner in Canada gives the state an unparalleled opportunity to connect sports fans with travel opportunities. By harnessing the NFL’s massive Canadian fan base, Visit California will create bespoke sports tourism experiences that highlight the state’s top-tier sports infrastructure, resorts, and iconic attractions. As California’s sports calendar unfolds with events like the LA28 Olympics, there is little doubt that the state will remain a global sports destination.
A Long-Term Partnership with Global Impact
The partnership with the NFL is not a one-off event but a long-term collaboration that will bring benefits to California for years to come. The NFL’s commitment to Canadian fans, paired with Visit California’s extensive tourism infrastructure, ensures that this partnership will generate sustained growth for California’s tourism industry. Through a combination of unique experiences, targeted advertising, and events, this partnership is set to boost California’s tourism revenue significantly.
California Rises as the Ultimate Sports Destination for Canadian Fans
Visit California has successfully positioned itself as a leader in sports tourism, with its partnership with the NFL setting the stage for even greater success. Canadians will soon discover that California is more than just a sports destination—it is a place where every visitor can experience the thrill of top-tier sports events, breathtaking landscapes, and iconic attractions. The ongoing partnership promises to create unforgettable memories for both NFL fans and tourists, ensuring that California will continue to be the Ultimate Playground for all.
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