An ad showing support for Immigration and Customs Enforcement (ICE) appears on a digital billboard san francisco Ahead of Super Bowl X, large crowds are expected to draw to the Bay Area later this week.

One of the ads pays homage to the federal agency with a football theme, reading “Defensive Player of the Year: ICE” alongside a photo of an agent holding the trophy.

American Sovereignty, the conservative nonprofit that funded the billboard, launched the ad on Jan. 30, coinciding with its previous announcement of plans to launch a separate billboard. Multi-million dollar ICE promotion campaign and strengthen border security.

“We salute the brave Immigration and Customs Enforcement officers who defend America every day in San Francisco with billboards and ads at #SuperBowlLX. Thank you @ICEgov for defending our country. #StandWithICE,” the nonprofit said in a post on X.

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An ICE billboard near San Francisco’s Fisherman’s Wharf reads “Defensive Player of the Year: ICE.” (Justin Sullivan/Getty Images)

Digital billboards display a series of Football-themed information Support for ICE included “They can’t win without defense, and neither can America” ​​and “Cheers because the home team is finally starting to invest in defense.”

“Defense wins championships. It’s also critical to a safe country,” the nonprofit added in a post on social media.

The nonprofit said last week it plans to launch a multimillion-dollar advertising campaign over the weekend to drum up support for ICE. Two pro-ICE ads will run nationwide, with a focus on the District of Columbia, according to the organization. North CarolinaMichigan and Georgia.

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On February 3, 2026, before Super Bowl week, a pro-ICE billboard popped up in San Francisco. (Justin Sullivan/Getty Images)

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

The demonstrations come as local activists worry that ICE may increase its presence in and around Levi’s Stadium in Santa Clara during Super Bowl week.

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

A pro-ICE billboard near Fisherman’s Wharf in San Francisco, California on February 3, 2026. (Justin Sullivan/Getty Images)

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“There are no ICE or immigration enforcement operations planned during the Super Bowl or any Super Bowl-related events,” NFL security director Cathy Lanier said in a news release.

Fox News’ Charles Kretz contributed to this report.