UPDATE: Santa Clara has just unveiled a bold new logo and slogan, “Where The Mission Meets The Moment,” in a strategic move to boost its visibility ahead of the highly anticipated Super Bowl LX and FIFA World Cup, both set to take place at Levi’s Stadium in 2026. The city aims to cement its identity on the global sports stage, as excitement builds for these monumental events.
In a city council meeting held on September 23, City Manager Jovan Grogan emphasized the need for Santa Clara to be recognized as more than just a backdrop to nearby San Francisco and San Jose. “We want Santa Clara represented,” he stated, highlighting the city’s struggle to capture national attention since the San Francisco 49ers relocated to Levi’s Stadium in 2014.
The new campaign, which cost just $18,176 and was developed in collaboration with Zö Agency, is designed to foster community pride and attract visitors. City officials believe that the slogan plays on Santa Clara’s historical identity, referencing its nickname as the “Mission City” linked to the Mission Santa Clara de Asís.
Despite the excitement, concerns linger regarding Santa Clara’s ability to leverage these events for economic benefit. While the spotlight will shine on the city, much of the promotion is expected to focus on surrounding areas like San Francisco, where the last Super Bowl festivities occurred. “Hosting a Super Bowl and World Cup guarantees attention, but it doesn’t guarantee that Santa Clara will get the credit or benefit,” Mayor Lisa Gillmor commented, stressing the importance of strategic marketing.
The city’s proposal for the new logo and slogan has sparked discussions about funding and transparency. Councilmember Suds Jain questioned the financial implications, particularly regarding the city’s obligations under Measure J, which prohibits using general fund money for stadium-related expenses. Jain advocates for consistency and transparency in how funds are allocated, especially with Santa Clara poised to benefit significantly from increased hotel taxes during these major events.
City spokesperson Janine De la Vega reassured residents that the expenditure for the logo and slogan aligns with Measure J, stating that the initiative is aimed at fostering community spirit. “The goal is to bring the community together, building pride, belonging, and a shared sense of ownership,” she said.
Meanwhile, neighboring San Jose is also ramping up its efforts to attract visitors, allocating $5.3 million for activities around the 2026 events, including concerts and light shows. Carolina Camarena, a spokesperson for San Jose, expressed the city’s goal to create a lasting positive impression on visitors.
As Santa Clara approaches these global events, the community is eager to showcase its identity. Councilmember Karen Hardy stated, “It’s not just about bringing in the world; it’s about who we are as residents.” The new logo and slogan aim to ensure that when the world arrives, they will see Santa Clara’s unique character and spirit.
With both the Super Bowl and World Cup approaching, all eyes are on Santa Clara as it strives to make its mark on the international sports landscape. The countdown to 2026 begins now, and how well the city capitalizes on this moment remains to be seen.
Stay tuned for further updates as Santa Clara prepares to welcome the world to its doorstep.