NFL planning to move Pro Bowl Games to Super Bowl markets

The NFL is looking to give its all-star showcase a fresh spark — by pairing it directly with the biggest stage in sports.

The league is in the early stages of a plan to move the annual Pro Bowl Games to the Super Bowl host city each year, according to multiple reports and confirmation from a person close to the situation. The move, which could take effect as early as this season, aims to reenergize the event, streamline logistics, and make the Pro Bowl weekend a true centerpiece of the NFL calendar.

The Sports Business Journal first reported the news, and a league spokesperson later confirmed to USA TODAY Sports that discussions are well underway.

“We’ve been working closely with ESPN, the player community, and our partners on a reimagined Pro Bowl Games for this season,” the spokesperson said. “We’ll share more in the coming weeks, but our focus is a best-in-class all-star event that celebrates the league’s top players, deepens fan engagement, and spotlights flag football — especially in light of confirming player participation in the LA28 Olympic Games.”

The shift would represent one of the most significant overhauls to the Pro Bowl format — and purpose — in decades.

A Pro Bowl in the Super Bowl City

If the plan moves forward, fans attending Super Bowl 60 in the Bay Area would also get to experience the Pro Bowl festivities in the same region. That means the league’s stars could converge on Levi’s Stadium in Santa Clara, California, days before the San Francisco 49ers’ home venue hosts the biggest game of the year on February 8, 2026.

Historically, the Pro Bowl has always been a standalone event held the week before the Super Bowl in a different location. It often serves as both an end-of-season celebration and a warm-weather getaway for players, fans, and families.

But in recent years, enthusiasm for the event has waned. Players increasingly opt out, the level of competition has declined, and television ratings have dipped.

By relocating the Pro Bowl to the Super Bowl market, the league is hoping to tie its two biggest weekends together into a single, fan-centric celebration of football.

The new model could also simplify travel for players, media, and sponsors — bringing everyone to the same city for back-to-back marquee events.

From Hawaii to Vegas to the Future

To understand the magnitude of this potential change, it helps to look back at how the Pro Bowl has evolved.

For decades, Hawaii’s Aloha Stadium was synonymous with the event. From 1980 through 2009, the Pro Bowl was a tropical postscript to the NFL season, giving players an incentive to show up and fans a chance to enjoy paradise with their favorite stars.

But the logistics and costs of flying everyone to Honolulu became increasingly impractical, and the novelty faded over time. The game bounced to Orlando, which hosted six of the past eight editions, before moving to Las Vegas as part of the NFL’s new entertainment strategy.

Despite those moves, the Pro Bowl’s relevance continued to decline.

The tackle football format was scrapped in 2023, replaced by a skills challenge and flag football game — an effort to boost safety and fun while emphasizing personality over physicality.

The league framed it as “The Pro Bowl Games,” focusing on player creativity, athleticism, and entertainment. Yet even with those changes, fan response has remained mixed. Some appreciate the lighter tone; others see it as a symbol of what the Pro Bowl has lost.

Why the Move Makes Sense

By bringing the Pro Bowl Games to the Super Bowl market, the NFL is effectively merging two major branding opportunities into one citywide spectacle.

Here’s why the move appeals to the league’s long-term strategy:

1. Fan Experience:
   Hosting both events in the same market creates a festival-like atmosphere — something similar to NBA All-Star Weekend or F1’s Grand Prix Weekends. Fans traveling for the Super Bowl can now attend Pro Bowl activities earlier in the week, making for an extended football celebration.
2. Broadcast Synergy:
   With ESPN and ABC as primary media partners, combining the two events allows for continuous coverage across platforms. Expect behind-the-scenes content, crossover interviews, and joint media appearances.
3. Sponsorship and Logistics:
   Major brands already pour resources into the Super Bowl. Extending those activations to include the Pro Bowl offers more visibility and engagement opportunities.
4. Player Engagement:
   Stars who may otherwise skip the Pro Bowl might be more inclined to attend if it means being part of Super Bowl week festivities.
5. Global Promotion:
   With flag football officially included in the 2028 Los Angeles Olympics, the NFL is eager to position the Pro Bowl as a showcase for the sport’s next global frontier.

Challenges Ahead

Of course, the move isn’t without complications.

• Super Bowl congestion: Adding another major event to an already packed week could strain infrastructure, hotels, and security.
• Player fatigue: Many Pro Bowl participants are players whose seasons ended weeks earlier. Asking them to fly into the Super Bowl city for additional events might not be an easy sell.
• Identity crisis: The Pro Bowl has already shifted from competitive game to entertainment showcase. The league must balance spectacle with authenticity to keep fans engaged.

Still, the NFL has proven adept at turning logistical hurdles into opportunities — particularly when it comes to maximizing attention and revenue.

A New Era of NFL Celebration

This latest shift fits a broader pattern of innovation across the league. Commissioner Roger Goodell has leaned into the idea that football isn’t just about Sundays — it’s about creating year-round experiences.

Between international games in London and Germany, the global growth of flag football, and new digital streaming initiatives, the NFL is pushing to make its product omnipresent.

The reimagined Pro Bowl, located in the heart of the Super Bowl festivities, could become another crucial piece of that ecosystem.

Fans might one day look back on the Hawaii era as a nostalgic chapter — the laid-back, sun-soaked days of old-school NFL pageantry. The future, however, looks more like a football festival, one where skills competitions, fan events, and celebrity flag football games coexist alongside media row and Super Bowl hype.

If all goes according to plan, San Francisco will be the first to host this new era in February. From there, expect New Orleans (Super Bowl 61) and Los Angeles (Super Bowl 62) to follow.

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