Santa Monica is set to take center stage during Super Bowl week in 2027, as ESPN brings a major broadcast and fan experience to the beach and pier.
The network announced plans to transform the area near the Santa Monica Pier into “ESPN Beach,” a large-scale beachfront hub that will anchor its Super Bowl LXI coverage beginning Feb. 8. The setup will feature live daily broadcasts, digital and social content production, and a steady lineup of fan-focused experiences in the days leading up to the Feb. 14 game at SoFi Stadium.
For locals, that means a rare front-row seat to Super Bowl week — along with an expected surge of visitors, media crews, and activity along the coast.
The Santa Monica Pier will host a free fan activation with interactive games, immersive exhibits, and family-friendly programming tied to ESPN, ABC, and Disney brands. Meanwhile, stretches of the surrounding beach are expected to fill with open-air events, viewing areas, food vendors, and merchandise, turning the shoreline into a high-energy destination throughout the week.
ESPN says the goal is to go beyond a traditional broadcast compound, blending live television production with immersive experiences that invite the public into the action. Multiple beachside sets will host ESPN studio shows from morning through primetime, with additional ABC programming also broadcasting from Santa Monica.
The activation is part of a broader Southern California footprint that includes SoFi Stadium and Disneyland Resort, but Santa Monica will serve as one of the most visible and accessible hubs for fans.
More details — including potential impacts on beach access, traffic, and local businesses — are expected closer to the event.
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