Ahead of the 2026 edition of the NFL’s annual Super Bowl showpiece finale, American football’s elite competition has struck a new regional tie-up with the Visit California tourism board, which will now serve as the official destination partner of the league in the Canadian market.

In addition to Canada, through the partnership, which will run through 2027, Visit California will also gain sponsorship inventory for the NFL in Mexico, Australia, and the UK, all of which will stage NFL international games in the 2026-27 campaign.

Speaking on the partnership, NFL general manager for Canada Gavin Kemp said: “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.”

This engagement will begin with a Super Bowl watch party in Canada at Rebel in Toronto, which will feature jumbo screens, fan activations, giveaways, contests, photo opportunities, and more, with Visit California activating at the event with a field goal simulator and fan contest where attendees can win a trip to California.

Kemp continued: "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."

This partnership emphasizes the array of sports events that will take place in California over the coming years, including the Los Angeles 2028 Olympic and Paralympic Games, the 2026 FIFA World Cup, the 2027 US Open of golf, tennis’ annual Indian Wells Open, the upcoming 2026 NBA All-Star game, and more.

Indeed, both the 2026 (San Francisco) and 2027 (Los Angeles) editions of the Super Bowl will take place in California, emphasizing the importance of promoting the state to the NFL.