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A digital billboard in San Francisco, advocating for Immigration and Customs Enforcement (ICE), has been unveiled just in time for the upcoming Super Bowl LX. This event is anticipated to draw significant crowds to the Bay Area in the coming days.
One of the billboard’s ads features a football-themed message, declaring ICE as the “Defensive player of the year,” with an image of an agent holding a trophy, showcasing support for the federal agency.
The billboard was funded by the conservative nonprofit American Sovereignty, which officially revealed the ad on January 30. This move aligns with their earlier announcement of a separate, extensive campaign aimed at promoting ICE and enhancing border security measures.
In a post on X, the nonprofit expressed its gratitude: “We are honoring the brave Immigration and Customs Enforcement agents who tirelessly defend America with billboards and ads in San Francisco for #SuperBowlLX. Thank you, @ICEgov, for safeguarding our nation. #StandWithICE.”
Located in San Francisco’s Fisherman’s Wharf neighborhood, the ICE billboard proudly displays the message “Defensive player of the year: ICE.” (Justin Sullivan/Getty Images)
The digital billboard displayed a series of football‑themed messages in support of ICE, including “They can’t win without defense, neither can America” and “Cheering because the home team finally started investing in defense.”
“Defense Wins Championships. It’s also critical for a safe nation,” the nonprofit added in a post on social media.
The announcement came as the nonprofit said last week that it plans to launch a multimillion-dollar advertising campaign over the weekend to rally support for ICE. According to the group, two pro-ICE ads will run nationally, with additional emphasis on the District of Columbia, North Carolina, Michigan, and Georgia.
A pro-ICE billboard popped up in San Francisco on Feb. 3, 2026, ahead of Super Bowl week. (Justin Sullivan/Getty Images)
The Bay Area has historically been opposed to ICE operations. On Monday, dozens of people from community groups, immigrant rights organizations, and labor unions rallied in San Jose in protest of the agency.Â
The demonstrations come amid concern among local activists that ICE could increase its presence around Levi’s Stadium in Santa Clara and the surrounding area during Super Bowl week.
However, the NFL confirmed Tuesday that ICE agents will not be conducting immigration enforcement operations at the event.
A view of a pro-ICE billboard in the Fisherman’s Wharf neighborhood on February 03, 2026, in San Francisco, California. (Justin Sullivan/Getty Images)
“There are no planned ICE or immigration enforcement operations that are scheduled around the Super Bowl or any of the Super Bowl-related events,” NFL Chief of Security, Cathy Lanier, spoke during a news conference.