Santa Clara unveils new logo, slogan ahead of Super Bowl LX, FIFA World Cup ...Middle East

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“Where The Mission Meets The Moment” — that’s the message Santa Clara hopes to convey when the Super Bowl and the FIFA World Cup come to Levi’s Stadium next year.

The city unveiled the slogan last month in hopes of cementing Santa Clara’s place on the global stage, as it prepares to host two of the biggest events in sports. While hundreds of thousands of fans will flock to the city in 2026 for both events, most of the fanfare around the games is expected to take place in San Francisco and San Jose.

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Santa Clara has struggled to capture the attention of the nation since the San Francisco 49ers moved from Candlestick Park to Levi’s Stadium in 2014. NFL broadcasts often pan to sweeping views of the Golden Gate bridge or San Francisco’s picturesque skyline when fading in and out of commercial breaks. And when the Super Bowl came to town in 2016, San Francisco played host to the week-long NFL Experience along its downtown Market Street, while San Jose hosted the opening night media circus at the SAP Center. Both cities are expected to reprise those roles in 2026.

“Santa Clara is not mentioned a lot even though we are the host because the reality is that it’s the Bay Area games and a lot of the marketing for others really talks about the Bay Area,” City Manager Jovan Grogan said at a Sept. 23 council meeting. “One of the things we heard from the City Council and the community is we want Santa Clara represented. This campaign, this logo and slogan, is a way to do that.”

City officials hope the slogan, and the accompanying logo, help rally pride in the community and become a lasting part of Santa Clara’s identity. “Where The Mission Meets The Moment” draws on the city’s moniker as the “Mission City” — a reference to the Mission Santa Clara de Asís on Santa Clara University’s campus. It’s one of 21 Spanish missions in California erected in the 18th and early 19th centuries.

The city came up with several slogans that they said “missed the mark” including: “From Every Corner We Come”; “Game On, World”; “All Plays Lead Here”; “Gather Here, Go Far”; and “All The World — Our Stage.”

Several notable landmarks and key parts of the city’s identity are superimposed across the word “mission” in the logo, like the Central Park Pavilion, a microchip, Levi’s Stadium, the city’s Peace Rose and a child kicking a soccer ball.

The logo and slogan were developed in conjunction with Zö Agency, an Oregon-based marketing firm, for a cost of $18,176.

During the Sept. 23 meeting, Councilmember Suds Jain — referencing one of the council’s “guiding principles” of ensuring event expenses are reimbursed for the Super Bowl and World Cup — raised questions about who would pay for the logo and slogan’s development and any merchandise it would be placed on.

Measure J, the ballot initiative that Santa Clara voters passed in 2010 that approved the stadium, prevents the city from dipping into the general fund for expenses related to the stadium or its events. The Bay Area Host Committee, a nonprofit leading the charge in bringing sporting events to the region, will cover event expenses for both the Super Bowl and the World Cup.

In an interview, Jain said he wants to see “consistency” — particularly from Mayor Lisa Gillmor and Vice Mayor Kelly Cox, who have raised concerns about the solidity of the agreements the city struck with the the Host Committee. Cox did not respond to a request for comment.

“Here she’s holding (the Host Committee) accountable for every penny and she’s questioning whether the Stadium Authority can cover these expenses, meanwhile she’s happy to spend money on activities that she deems to be important,” Jain said critically of the mayor.

He added that the city is expected to make a lot of money through its hotel tax, which Jain believes “should be able to justify us spending general fund money on the Super Bowl and World Cup.” During the last Super Bowl, the city allocated $2 million for events for residents with the goal of recouping that via private fundraising that largely never materialized.

Ultimately, Jain said he wants the city to be transparent about planning for these types of events and come up with ideas that will benefit the city in the future.

“If the city of Santa Clara were to spend money on building a tourism industry long-term, like setting up historical walking tours, I think would be a fabulous thing for the city of Santa Clara to do,” he said.

City spokesperson Janine De la Vega said in a statement that expending general fund money on the logo and slogan doesn’t violate Measure J, noting that it “is intended first and foremost for our residents.”

“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 said. “While the campaign will naturally have external visibility, its true purpose is internal: to empower residents, businesses and community groups to see themselves as ambassadors for Santa Clara during the 2026 major events.”

Gillmor disagreed with Jain’s characterization of the money being expended on the logo and slogan. She said the cost of running an event at Levi’s Stadium is different than the city spending money on marketing itself. In 2016, Santa Clara underwent a similar effort that produced its current tagline: “The Center of What’s Possible.”

“Hosting a Super Bowl and World Cup, it guarantees attention but it doesn’t guarantee that Santa Clara will get the credit or the benefit from the games in our city,” she said. “Marketing is more than ads, it’s creating the environment where we can maximize the economic activity for these events.”

The mayor, who sits on the council’s economic development and marketing committee, said they are working on “creating events that our families and our residents can enjoy,” such as night markets, cultural festivals and youth sports activities surrounding the major sporting events.

“We want to make sure people are part of this,” Gillmor said.

San Jose has embarked on its own campaign to take advantage of the influx of visitors, while also catering to its residents who can’t afford the hefty cost of a ticket.

Despite fiscal challenges, the city allocated $5.3 million in the last budget for activities around the 2026 events. More than $3 million of that fund will go to public safety costs and the rest will help put on 13 concerts, 13 drone or light shows and more than 100 watch parties. The San Jose Sports Authority is also expected to leverage dollars from local businesses for additional events.

City spokesperson Carolina Camarena said that San Jose is looking to “maximize the near-term economic impact of these events.”

“We want to ensure a longer-lasting positive impression of San Jose as a destination for visitors and companies to return to in future years,” she said in a statement. “Economic development is a long-term endeavor and is an important strategy to generating revenue to fund ongoing city services.”

For Santa Clara Councilmember Karen Hardy, who already has placed a sticker with the new logo on the back of her truck, the city needs “to do the best we can with limited resources to showcase who we are.” But at the end of the day, many of these efforts, she said, should be about the residents.

“It’s nice that we’re bringing in the world and showing them who we are,” she said. “When they pack up and go home it’s all about us who live here.”

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