A digital billboard in San Francisco has sparked attention with its message backing Immigration and Customs Enforcement (ICE) just as the city gears up to host Super Bowl LX, attracting thousands of visitors this week.

One of the advertisements features a football-themed homage to ICE, proclaiming them as the “Defensive Player of the Year” alongside an image of an agent holding a trophy.

The conservative nonprofit group American Sovereignty, responsible for the billboard, introduced the ad on January 30. This debut aligns with their announcement of an upcoming multimillion-dollar initiative aimed at endorsing ICE and advocating for fortified border security.

In a post on X, the nonprofit expressed, “We are honoring the courageous Immigration and Customs Enforcement agents who safeguard America daily with our billboards and ads in San Francisco for #SuperBowlLX. Thank you, @ICEgov, for your dedication to our nation. #StandWithICE.”

The billboard located in San Francisco’s Fisherman’s Wharf area prominently displays the message “Defensive Player of the Year: ICE.”

It also cycles through several football-themed slogans in support of ICE, such as “They can’t win without defense, neither can America” and “Cheering because the home team finally started investing in defense.”

“Defense Wins Championships. It’s also critical for a safe nation,” the nonprofit added in a post on social media.

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 run nationally, with additional emphasis on the District of Columbia, North Carolina, Michigan, and Georgia.

A pro-ICE billboard popped up in San Francisco on Feb. 3, 2026, ahead of Super Bowl week. (Justin Sullivan/Getty Images)

The Bay Area has historically been opposed to ICE operations. On Monday, dozens of people from community groups, immigrant rights organizations, and labor unions rallied in San Jose in protest of the agency. 

The demonstrations come amid concern among local activists that ICE could increase its presence around Levi’s Stadium in Santa Clara and the surrounding area during Super Bowl week.

However, the NFL confirmed Tuesday that ICE agents will not be conducting immigration enforcement operations at the event.

A view of a pro-ICE billboard in the Fisherman’s Wharf neighborhood on February 03, 2026, in San Francisco, California. (Justin Sullivan/Getty Images)

“There are no planned ICE or immigration enforcement operations that are scheduled around the Super Bowl or any of the Super Bowl-related events,” NFL Chief of Security, Cathy Lanier, spoke during a news conference.