Super Bowl LX Source Kicks Off with Hands-On Workshop for Local Businesses
Photo Credit: Misti Layne Photography
Local and diverse Bay Area businesses were eligible to compete for Super Bowl LX sub-contracting opportunities via Super Bowl LX Source
Mountain View (June 5, 2025) – Last week, the NFL and the Bay Area Host Committee welcomed business members of the Super Bowl LX Source program to learn how to conduct business with league partners.
The event provided selected businesses with an opportunity to hear from a panel of league partners that included representatives from Metropolis (formerly SP+), the San Francisco 49ers, Levy Restaurants, the Bay Area Host Committee, and NFL Sponsorship. The content covered how to prepare for large contracts, what NFL partners seek in external vendors, and strategies to stand out during the RFP process.
“Today’s event was about investing in the member businesses of the Super Bowl LX Source program,” said Belynda Gardner, NFL Senior Director of Inclusion and Diversity. “We want to ensure these businesses are equipped to succeed, whether that’s responding to RFPs or building relationships that generate long-term business. Our panel included companies that will be activating around Super Bowl LX and beyond. From the beginning, Source has been about creating opportunities that stretch well past game day. We want to ensure these businesses have the tools, knowledge, and access they need - not just for the week of the Super Bowl, but for years to come.”
In the coming months leading to Super Bowl LX, businesses will have opportunities to compete for subcontracts related to the Super Bowl. In addition, Super Bowl LX Source will host a series of capacity building workshops to assist businesses in enhancing their competitiveness. There will also be networking events for businesses to engage with the NFL, their production partners, the Bay Area Host Committee, and additional local procurement executives.
“It is so exciting to have our Source members here in the South Bay, truly representing what this program is and what it can become,” said Karina Herold, Chief Operating Officer of the Bay Area Host Committee. “This initiative is all about local impact - and having everyone here, in our home, is a powerful reminder of why we do this work. It’s an honor to welcome and support such an incredible group of businesses.”
Super Bowl LX will take place on Sunday, Feb. 8, 2026, at Levi’s Stadium.
About Super Bowl LX Source:
Super Bowl LX Source promotes equitable and inclusive procurement practices by promoting networking, capacity building, and competitive bidding opportunities with League vendors for diverse, experienced, event-ready members leading up to, during, and after Super Bowl LX. It is the commitment of NFL Source to help shape the forward action required to build and maintain strong community relationships and foster economic growth in NFL event markets. Learn more about NFL Source at source.nfl.com.
About the Bay Area Host Committee:
The Bay Area Host Committee (BAHC) is the region’s first long-term sports entity, dedicated to uniting the Bay Area through sport by building pride, connecting communities, and reenergizing the region. As a nonprofit, BAHC partners with local teams, civic leaders, and businesses to bring world-class sporting events to the Bay Area—driving lasting economic, cultural, and social impact.
BAHC is proud to have Boston Consulting Group (BCG), EA SPORTS, Kaiser Permanente and other visionary organizations as founding partners, supporting its mission to bring communities together and create lasting legacies through world-class events and sports. For more information, visit www.bayareahostcommittee.com or email us at info@bayareahostcommittee.com.