San Francisco’s biggest event week of the year is underway, and Moscone Center San Francisco has become the focal point for NFL fans, athletes, and visitors ahead of Super Bowl LX. In the days leading up to the big game, this sprawling downtown venue is buzzing with activities that bring football culture, interactive entertainment, and community engagement to life on a massive scale.
From interactive exhibits and memorabilia displays to competitive flag football and exclusive merchandise, the happenings at Moscone are drawing crowds from across the country. Here’s everything you need to know about what’s happening right now and how the convention center has transformed into a hub of Super Bowl excitement.
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A Downtown Transformation: Moscone Center Becomes Fan Central
As of early February 2026, Moscone Center San Francisco has shifted from its usual role as a convention and exhibition space to the epicenter of Super Bowl LX festivities. The venue now hosts the NFL’s Super Bowl Experience, a multi-day event designed for fans of all ages.
The Super Bowl Experience spans roughly half a million square feet and features interactive football challenges, photo opportunities with iconic trophies, exhibits celebrating league history, and even autograph sessions with current and former players. Fans can test their speed in a 40-yard dash, challenge themselves in the vertical jump, and explore displays featuring all 59 Super Bowl rings alongside team helmets and other memorabilia.
This transformation is a unique opportunity for visitors to engage with the sport in ways beyond watching the game itself, making Moscone Center a must-visit destination during Super Bowl week.
Inside the Super Bowl Experience
The Super Bowl Experience at Moscone Center San Francisco is designed to appeal to both diehard football fans and casual visitors. Inside the venue, attendees encounter a range of immersive activities and attractions:
- Historic Memorabilia – Visitors can see every Super Bowl ring and iconic team helmets on display.
- Interactive Games – Multiple stations encourage fans to test their athletic skills and simulate real NFL challenges.
- Photo Opportunities – The Vince Lombardi Trophy and other prized possessions provide memorable backdrops.
- Player Interactions – Autograph sessions and appearances from NFL personalities give fans face-to-face experiences they won’t forget.
In addition to the fan-centric attractions, the NFL Shop at the Super Bowl Experience opened recently inside the centre. Covering more than 30,000 square feet, the shop offers officially licensed gear from all 32 NFL teams, limited edition products, and exclusive Super Bowl LX merchandise perfect for collectors and visitors alike.
Historic Shift: Pro Bowl Moves Inside
One of the standout features of this year’s Super Bowl week is the relocation of the NFL’s Pro Bowl Games to Moscone Center San Francisco. Traditionally held in stadiums following the regular season, the Pro Bowl has been reimagined as a flag football competition, and this year’s event is taking place within the convention venue as part of the Super Bowl festivities.
The game sees top players from both the AFC and NFC compete in a seven-on-seven flag football format, offering a change of pace from traditional tackle football. While this format has drawn mixed reactions from some fans and commentators, players themselves have expressed enjoyment with the movement’s emphasis on skill and agility.
The Pro Bowl action at Moscone Center is not just a game; it forms part of broader efforts by the NFL to elevate flag football’s profile. With flag football slated to debut as an Olympic sport in the 2028 Summer Games, the showcase at Moscone offers another platform for the sport’s development and fan engagement.
More Than Just Football: Events and Exhibit Space
While this week’s focus at Moscone Center San Francisco is undeniably football, the convention centre has a long history of hosting large-scale events that span industries and interests. From technology conferences and scientific meetings to cultural gatherings and trade shows, Moscone regularly serves as a major venue for wide-ranging events. Its location in downtown San Francisco’s South of Market neighborhood makes it a central hub for business, innovation, and public engagement.
This week, though, the usual buzz of conventions has given way to a new kind of energy. With tens of thousands of visitors expected to pass through Moscone in the coming days, the center plays a central role in supporting the Super Bowl Week experience, both as a venue and as a cultural meeting place.
Visitor Tips for Super Bowl Week
If you’re planning to visit Moscone Center San Francisco during this special week, here are a few practical points to keep in mind:
- Ticket Pricing and Hours: General admission starts at a base price, with special discounts for youth and certain categories of visitors. Hours vary slightly each day, and extended times are available on weekends.
- Accessibility: The venue offers accessible facilities and sensory-friendly sessions, ensuring that attendees with diverse needs can enjoy the experience.
- Travel and Navigation: Downtown San Francisco streets around Moscone may be affected by pedestrian and event-related closures, so plan your trip accordingly. Public transit options provide convenient access to the area.
- Merchandise and Souvenirs: The NFL Shop inside Moscone offers a wide range of officially licensed items that aren’t available elsewhere — great for collectors or as keepsakes from your visit.
The Impact on San Francisco and the Local Community
Super Bowl LX and the activities at Moscone Center San Francisco are not just draws for visitors; they are significant economic events for the city. Hotels, restaurants, transportation services, and local businesses all benefit from heightened activity during this period.
The hosting of such a major national showcase in downtown San Francisco also highlights the city’s ability to support large-scale events and converging audiences. The attention this week brings to Moscone and the surrounding areas underscores San Francisco’s role as a dynamic host city on the national stage.
Let us know what experiences you’ve had at Moscone Center San Francisco this Super Bowl week or what you plan to check out next!