You can market around the Super Bowl without an official NFL sponsorship by reaching fans in the host city and in your own markets during big-game week, without using the league’s trademarks. Branded vehicles around airports, hotels, fan events, watch parties and the routes to the stadium put your brand in front of crowds all week. For Super Bowl LXI on February 14, 2027, at SoFi Stadium in Inglewood, California, that means planning now for Los Angeles and for the markets where your customers will be watching.
Official sponsorships and national TV spots cost millions and sell out early. But most of the week’s attention happens outside the stadium: at the airport, in hotel districts, at parties and fan events, and in bars and homes across the country. That’s where brands without a sponsorship can still stand out.
What Makes 2027 Big-Game Week Different
- Los Angeles is the host market. The game is at SoFi Stadium in Inglewood, the second Super Bowl at that venue after 2022.
- It falls on Valentine’s Day. The game is on February 14, 2027, and on Presidents’ Day weekend, so restaurants, retail and travel will already be busy.
- The crowd arrives early. Fans, media and corporate guests come in days before kickoff for events across the region.
Know the Rules First
Brands without a sponsorship can still advertise during big-game week, but they need to stay on the right side of trademark and local rules:
- Don’t use NFL trademarks in creative. Avoid “Super Bowl,” team names and logos, and league imagery unless you’re licensed. Phrases like “the big game” and “game day” are common alternatives.
- Check local restrictions near the stadium. Host cities and organizers can limit advertising in areas around the venue and official events. Confirm current rules with your provider before you plan routes.
- Stay on public roads. Branded vehicles drive normal public routes and follow traffic and parking rules, which keeps the campaign low-risk.
5 Places to Reach Fans During Big-Game Week
1. Airport Arrivals
Out-of-town fans arrive in the days before the game. Branded vehicles on airport and hotel routes reach them first, before they’re flooded with messages downtown.
2. Hotel and Nightlife Districts
Visitors spend evenings near their hotels, restaurants and bars. These areas stay busy all week, not just on game day.
3. Fan Events and Parties
Fan festivals, concerts and brand parties draw crowds throughout the week. A branded vehicle SWARM™ concentrates a group of vehicles around these events when crowds are largest.
4. Game-Day Approach Routes
On game day, routes to the stadium, rideshare zones and nearby areas fill with fans. Plan coverage for pre-game arrivals and post-game departures, within any restricted areas.
5. Watch Parties in Your Own Markets
You don’t have to be in the host city. Most fans watch at home, at bars and at parties. Branded vehicles in your priority markets during the week before the game can drive visits to bars, restaurants, grocery and liquor stores when people are stocking up.
What This Has Looked Like in Past Seasons
- 2022, Los Angeles: Centinela Hospital ran a fleet of branded rideshare vehicles outside SoFi Stadium on game day. Read about Centinela Hospital’s game-day convoy.
- 2023, Phoenix: Fry’s Food Stores and Total Wine & More ran SWARMS of branded vehicles around State Farm Stadium in Glendale and pre-game events, and Total Wine added activations at the Waste Management Phoenix Open and Super Bowl Musicfest. Read how both brands swarmed the big game.
Neither brand needed a stadium sponsorship or a TV spot to be part of the week.
How to Plan a Big-Game Week Campaign
- Choose your markets. Decide between the host city, your own priority markets or both.
- Book early. Big-game week is one of the busiest windows of the year. See when to book a vehicle SWARM for major events.
- Size the fleet. Match vehicle count to the number of events and days you want to cover. Use our guide to sizing a branded vehicle SWARM.
- Build creative that works without league marks. Lead with your brand, a game-day or Valentine’s angle and one simple action.
- Plan the schedule. Cover arrivals early in the week, events mid-week and game-day traffic.
- Set measurement. Agree on impressions and GPS reporting, and add digital retargeting to reach fans again after the game.
How Carvertise Supports Big-Game Week Campaigns
Carvertise activates fleets of branded rideshare vehicles across 200+ U.S. and Canadian markets through Mass Market Saturation, with SWARMS™ of 5 to 7 vehicles on coordinated routes around events and high-traffic locations. Add-ons include product sampling, driver handouts and in-car collateral. Signal IQ adds reporting and digital retargeting of people who were near the vehicles. For more on game-day tactics, see football stadium advertising and why food and beverage brands invest in swarm advertising.
Frequently Asked Questions
Can brands advertise around the Super Bowl without being an official sponsor?
Yes, as long as they don’t use NFL trademarks such as the Super Bowl name, team names or logos, and they follow local advertising rules near the stadium and official events. Many brands reach fans through out-of-home media, events and promotions in the host city and in their own markets.
When and where is the 2027 Super Bowl?
Super Bowl LXI is scheduled for February 14, 2027, at SoFi Stadium in Inglewood, California, in the Los Angeles area.
What is ambush marketing?
Ambush marketing is when a brand tries to associate itself with an event it doesn’t sponsor. Brands can avoid legal risk by not using the event’s trademarks or implying an official connection, and by focusing on their own brand and a general game-day theme.
How early should brands book big-game week advertising?
As early as possible. Big-game week is one of the busiest times of the year for event media, and vehicle branding, routes and creative approvals all need lead time.
Do you need to be in the host city to market during big-game week?
No. Most fans watch at home, at bars and at parties, so campaigns in your own priority markets during the week before the game can drive visits when people are planning and shopping.
Plan Your Big-Game Week Campaign
Tell us your markets and goals for February, and we’ll build a fleet and event schedule around big-game week. Plan a campaign or request pricing.