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An ad showing support for Immigration and Customs Enforcement (ICE) appeared on a digital billboard in San Francisco ahead of Super Bowl LX, which is expected to draw crowds to the Bay Area later this week.
One of the ads featured celebrates the federal agency in a soccer-themed tribute, saying “Defensive player of the year: ICE” next to a photo of an agent holding the trophy.
The conservative non-profit American Sovereignty, which sponsored the billboard, launched the ad on Jan. 30, which coincides with an earlier announcement that it plans to launch a separate multibillion-dollar campaign promoting ICE and stronger border security.
“We salute the brave Immigration and Customs Enforcement agents who work every day to protect America with #SuperBowlLX billboards and ads in San Francisco,” the nonprofit said in a post to X. “Thank you, @ICEgov, for protecting our country. #StandWithICE.”
NFL CONFIRMS NO TEAM PERFORMANCE SCHEDULED AT SUPER BOWL LX
An ICE billboard in San Francisco’s Fisherman’s Wharf area reads “Defensive player of the year: ICE.” (Justin Sullivan/Getty Images)
A digital billboard displayed a series of football-themed messages supporting ICE, including “They can’t win without defense, neither can America” and “Glad the home team finally started investing in defense.”
“Defense Wins Championships. It’s also important to a safer nation,” the nonprofit added in a social media post.
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 air nationally, with additional emphasis on the District of Columbia, North Carolina, Michigan, and Georgia.
NFL’S ROGER GOODELL BELIEVES BAD BUNNY ‘UNDERSTANDS’ SUPER BOWL LX PLATFORM AIMED FOR UNITY BETWEEN ICE CRY
A pro-ICE billboard appeared in San Francisco on Feb. 3, 2026, before Super Bowl week. (Justin Sullivan/Getty Images)
The Bay Area has historically opposed ICE operations. On Monday, dozens of people from community groups, immigrant rights groups, and labor unions gathered in San Jose to protest the agency.
The protests come amid concerns by local activists that ICE could increase its presence near and around Levi’s Stadium in Santa Clara during Super Bowl week.
However, the NFL confirmed on Tuesday that ICE agents will not be conducting immigration enforcement activities at the event.
A view of a pro-ICE billboard at Fisherman’s Wharf on February 03, 2026, in San Francisco, California. (Justin Sullivan/Getty Images)
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“There are no scheduled ICE or immigration enforcement operations scheduled for the Super Bowl or other Super Bowl-related events,” said NFL Chief of Security, Cathy Lanier, speaking during a news conference.
Fox News’ Charles Creitz contributed to this report.
