Seventy-five candidates from the media, arts, sports and entertainment industries are vying for the temporary “sports czar” position that San Jose Mayor Matt Mahan calls a critical investment for helping coordinate 2026’s major South Bay events, which include Super Bowl LX, FIFA World Cup and NCAA Men’s Basketball Tournament games.
San Jose could benefit from hundreds of millions of dollars in economic impact from the sporting attractions.
However, the last time the region hosted a mega-event, the city missed out on some of the opportunities, which is why San Jose has placed a greater emphasis on making sure it meets the moment by hiring a leader to quarterback the process this time.
“The last time the Super Bowl came to Santa Clara in 2016, it brought an estimated $240 million in economic impact, but 57% of that went to San Francisco despite the fact that the teams stayed and played here,” Mahan said. “No offense to our neighbors to the north, but we have to do a better job of changing perception, because we have the weather, transit infrastructure, an incredible airport and hotel capacity to draw visitors.”
Between Super Bowl LX and six World Cup matches scheduled at Levi’s Stadium, officials estimate those events alone could generate between $370 million and $520 million in economic activity in the South Bay.
The SAP Center will also host NCAA Men’s Basketball regional tournament games.
San Jose added a temporary executive position to this year’s budget – setting aside $350,000 – for the position, which closed on Monday night.
The job posting on the city’s website advertised a salary range between $202,146 and $327,870, with no benefits.
The minimum qualifications included a bachelor’s degree in sports management, event planning, public administration, business administration, and at least 10 years of experience with management and policy-making to qualify for the position.
Carlos Velazquez, a public information manager in the Office of Economic Development and Cultural Affairs, said the city is currently screening applications, and will hold interviews in December.
The city is also identifying interview panel members to allow stakeholders to weigh in and provide feedback to city manager Jennifer Maguire.
“I’ve emphasized to her what I’d like to see, and that’s direct experience with coordinating large-scale sports and entertainment events,” Mahan said.” It doesn’t have to be the Super Bowl or World Cup, but taking a specific location through major planning.”
While San Jose will hire the role soon, city officials have already started some of the policy work and marketing that has engaged numerous city departments and business partners — including, but not limited to, the Bay Area Host Committee, San Jose Chamber of Commerce, San Jose Downtown Association, the San Jose Sports Authority, and the city’s professional teams.
Among those efforts is a “Fly, Stay, and Play” campaign to encourage tourists to utilize the San Jose Mineta International Airport, which is close to all of the sporting venues.
Officials are also vying to host the Super Bowl’s media day, which could generate hundreds of thousands of dollars in economic impact and ensure that San Jose hosts the first and last events of the week.
What is known is that various venues around Santa Clara County, including in downtown San Jose, will play a major role in the buildup of the events.
One of the Super Bowl teams will stay downtown at the San Jose Marriott and practice at San Jose State University. The other team will stay in Santa Clara and practice at Stanford University.
FIFA also intends to lease downtown office space between October 2025 and July 2026 in the lead-up to the World Cup. Teams will stay at the San Jose Marriott and Hilton downtown, while officials have selected the Hotel Valencia as the VIP and family hotel.
But along with the immediate economic boost from the sporting events, local political and business leaders see great potential in showcasing the city moving forward and reshaping any misplaced narratives.
“This is not only for 2026, but for 5-10 years out, so (we) appreciate the investment in this,” San Jose Chamber of Commerce President and CEO Leah Toeniskoetter told the City Council last week.
Mahan said the 2026 sports and special events director could also help the city better market itself to current residents in the South Bay and highlight the steps forward the city has taken, from improving public safety and lighting to adding more public art. Meanwhile, the city’s block party offerings have also grown from drawing hundreds to thousands of people this year, making it crucial for the director’s position to connect all the pieces together.
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Last year, a poll sponsored by Bay Area News Group and Joint Venture Silicon Valley found that 76% of respondents said they had no reason to visit downtown San Jose.
While the floundering office market has reduced foot traffic in the downtown area during the daytime, Mahan said that nights and weekends are at about 120% of pre-pandemic levels due to the city’s robust cultural event offerings and restaurant scene. With more eyes guaranteed to be set on San Jose, Mahan said the temporary director’s role also had the opportunity to shine more light on the “amazing neighborhoods” throughout the city.
“We need this person to own the execution of the day-to-day operations,” Mahan said. “The biggest investment we’re making for 2026 is bringing this person in.”
