A newly installed electronic billboard at Fisherman’s Wharf in San Francisco is stirring a range of emotions among locals and visitors alike.

The advertisement prominently displays support for Immigration and Customs Enforcement (ICE), sparking debate.

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“It was nauseating,” expressed Karen Guerrero, a visitor from Chicago. “It instills fear in me, making it seem acceptable for harm to be inflicted on others.”

Conversely, Scott Yurt, also from Chicago, remarked, “They have a job to fulfill. That’s all. I see no issue with it.”

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The billboard reads, “Defensive Player of the Year: ICE.”

A group that calls itself “American Sovereignty” is behind the billboard. ABC Bay Area affiliate KGO tried to reach out to them to learn more about their motivation, but have not been able to reach anyone.

In San Jose, dozens of people marched against ICE Monday. Community groups, immigrant rights, labor unions and more. They say they have a unified message — that ICE is not welcome in the Bay Area.

“I’m worried for my neighbors. I’m worried about what is happening. I’m worried to see it escalating here,” said Michelle Merrill of Santa Clara.

With the Super Bowl just days away, concerned residents here say they will work every day to get their message out.

“We have a ‘Week of Action’ during the Super Bowl. The point of this ‘Week of Action’ is to send a message not only to Kristi Noem — that she’s not welcome here — but also that ICE is not welcome in this community,” Joao Paulo Connolly, Silicon Valley Rising Action Organizing Director.