UPDATE: Santa Clara has officially unveiled its new logo and slogan, “Where The Mission Meets The Moment,” just in time for the Super Bowl LX and FIFA World Cup set to take place at Levi’s Stadium in 2026. This announcement comes as the city seeks to establish its identity on the global sports stage.
The new branding initiative aims to rally local pride as hundreds of thousands of fans are expected to flock to the area for these monumental events. However, much of the spotlight is anticipated to remain on nearby cities San Francisco and San Jose, which historically dominate marketing efforts for major sporting events in the Bay Area.
City Manager Jovan Grogan emphasized the need for Santa Clara to be recognized despite its hosting role. “One of the things we heard from the City Council and the community is we want Santa Clara represented,” Grogan stated during a council meeting on September 23, 2023. The slogan aims to assert Santa Clara’s presence amid the “Bay Area games” narrative.
The slogan draws inspiration from Santa Clara’s identity as the “Mission City,” referencing the historic Mission Santa Clara de Asís. The city collaborated with Zö Agency, an Oregon-based marketing firm, to develop this campaign at a cost of $18,176.
Local officials hope the slogan and logo will leave a lasting imprint on Santa Clara’s identity, featuring key landmarks like the Central Park Pavilion and Levi’s Stadium integrated into the design. However, concerns were raised regarding who would fund the marketing materials and merchandise, pointing to the implications of Measure J, which restricts the use of general fund money for stadium-related expenses.
Councilmember Suds Jain stressed the importance of transparency in spending, urging that the city capitalize on expected hotel tax revenues from the events. Jain criticized contrasting approaches taken by city leaders regarding financial accountability, suggesting that money spent on marketing could yield long-term benefits for Santa Clara’s tourism initiatives.
Despite fiscal challenges, Santa Clara allocated $5.3 million in its latest budget to facilitate activities surrounding the 2026 events. This includes funding for public safety and community events designed to engage residents and visitors alike.
City spokesperson Janine De la Vega stated that the marketing campaign aims to foster community pride, empowering residents and local businesses to act as ambassadors for Santa Clara. “The goal is to bring the community together building pride, belonging and a shared sense of ownership as the city prepares to host the global events,” she affirmed.
As the countdown to Super Bowl LX and the FIFA World Cup begins, Santa Clara is determined to carve out its niche in the sports world. The unveiling of the new slogan and logo represents not just a marketing effort, but a movement to unite the community ahead of these historic events.
Residents like Councilmember Karen Hardy have already begun showcasing the new logo, hoping to inspire a collective spirit as the city prepares to welcome the world. “When they pack up and go home, it’s all about us who live here,” said Hardy, emphasizing the need for local benefits from these high-profile gatherings.
As Santa Clara gears up for these landmark events, the community’s engagement and identity are set to take center stage. Expect further developments as the city continues to promote its vision leading up to 2026.
