San Jose officials aim to leverage economic benefits from the upcoming World Cup and Super Bowl by approving the return of supergraphic signs for advertising. The San Jose City Council allowed such large-scale advertisements for downtown and North San Jose, enabling local companies to promote their offerings during significant conventions or events. The signs will be allowed for 75 days before and after major events. Vice Mayor Pam Foley views this as a step toward enhancing the city's vibrancy and economic attractiveness as it gears up for 2026 events.
“This feels like the first step in planning for 2026,” Vice Mayor Pam Foley said Tuesday. “It means we're really moving in that direction of making our city vibrant, welcoming, advertising and bringing in dollars along with people to the community.”
San Jose adopted a number of policies over the past year in preparation for the 2026 sporting events, including updating tourist signs to encourage downtown exploration.
The signs will allow San Jose companies to advertise during large conventions or events when more than 700 hotel room nights are booked or 10,000 people are projected to attend.
The updated policy doesn't have a sunset date, and any private building owner in the designated downtown and North San Jose areas that can carry a supergraphic sign 40 feet above the ground will be allowed to do so.
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