"Santa Clara residents can expect to see more advertisements in their neighborhoods as the city prepares to host major sports events next year. The Santa Clara City Council unanimously approved an advertising agreement with New York-based Outfront Media earlier this month, in preparation for the 2026 Super Bowl and FIFA World Cup at Levi's Stadium. Outfront Media will sell Santa Clara's advertising space, including billboards and wall displays, to brands on behalf of the city, leading up to both events."
"The city will split those profits evenly with the advertising agency, with total earnings for Santa Clara anticipated to range from $500,000 to $1.5 million. Santa Clara must approve all potential deals before brands can advertise in the city. The Santa Clara Youth Soccer Park and city's water tanks are pre-approved as advertising locations. The agreement ensures the city makes some profit from the events because it won't earn much from the games."
"District 2 Councilmember Raj Chahal said the city needs to rake in as much revenue as possible because its agreements with the nonprofit Bay Area Host Committee, San Francisco 49ers and FIFA primarily reimburse Santa Clara millions of dollars for costs including security expenses. The city will make most of its money from the events through revenue sources outside the stadium, including hotel tax dollars as thousands of visitors flood the city."
Santa Clara will increase neighborhood advertising ahead of the 2026 Super Bowl and FIFA World Cup at Levi's Stadium. The City Council approved an agreement with New York-based Outfront Media to sell city advertising space, including billboards and wall displays, and split profits evenly with the agency. Santa Clara's expected earnings range from $500,000 to $1.5 million. The city must approve all deals; the Youth Soccer Park and water tanks are pre-approved. Event-related payments to the city mainly reimburse costs, so officials expect most event revenue from outside-stadium sources like hotel taxes. Officials chose Outfront after a competitive bidding process.
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