Visit California becomes NFL’s official partner in Canada

Visit California has signed a new partnership with the National Football League, making the Golden State an official NFL partner in Canada.

“California is the Ultimate Playground for all sports fans,” said Caroline Beteta, president & CEO of Visit California. 

“Partnering with the NFL in international markets like Canada strengthens our connection with fans across the globe and highlights California's iconic destinations and world-class sports experiences, anchored by hosting the next two Super Bowls.”

The partnership launches at Canada’s official Super Bowl LX party on Feb. 8, 2026, at REBEL in downtown Toronto. 

Running from 4:30 p.m. ET to midnight, the event will screen the game on jumbo displays with stadium-style sound, alongside fan activations, photo ops, games, prizes and giveaways, plus local game-day food. 

Visit California will host an interactive field goal simulator and a fan contest, with one winner receiving a sports-focused trip to California.

With the next two Super Bowls set for California—San Francisco Bay Area in 2026 and Los Angeles in 2027—the organizations say the agreement will support co-created experiences aimed at Canadian football fans. 

It also includes a media plan and sponsorship rights tied to this year’s REBEL event and next year’s iteration.

“Canada is a key international market for the NFL with over 15.6 million fans across the country, and teaming up with Visit California creates new opportunities to engage them,” said Gavin Kemp, general manager for the NFL in Canada. 

“We're thrilled to be kicking things off at the country's biggest Super Bowl party this month and showcasing why California is the Ultimate Playground for Canadian sports fans in the coming years through this partnership.”

Visit California also pointed to a busy sports slate in the state over the next several years, including the NBA All-Star Game, the FIFA World Cup, the U.S. Open Golf at Pebble Beach, the BNP Paribas Open, the Toyota Save Mart 350, and the LA28 Olympic and Paralympic Games.

The partnership runs through 2027 and also includes NFL sponsorship rights for Visit California in Mexico, Australia and the United Kingdom, in addition to Canada.

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