Is the Super Bowl fan zone affordable? Tickets, food, merchandise and more
The Super Bowl LX fan zone is up and running, which means a chance to see NFL legends, show off your MVP-worthy throw and an array of entertainment for all ages.
The Super Bowl Experience presented by Jersey Mike’s runs through Tuesday, Feb. 3 to Saturday, Feb. 7, at Moscone Center on 747 Howard St., in San Francisco.
The Sacramento Bee sent me to the event on opening day — Tuesday, Feb. 3 — in search of affordable fun.
Upon entering the convention grounds, I was greeted with dozens of large football helmets sporting a different NFL team.
I participated in exhibits, tasted convention food and explored everything the convention has to offer.
Here’s what I discovered:
How much do Super Bowl LX event tickets cost?
For the Super Bowl Experience, available tickets begin at $45 and can reach to $100 per person. Included with this ticket is access to the BAHC Live! San Francisco Yerba Buena Gardens, a community-centered experience to celebrate the creativity, culture and spirit of the Bay Area.
What are prices for NFL merchandise?
The NFL shop has a variety of shirts, jackets, jerseys, water bottles and other gifts for Superbowl fans.
Apparel ranges from about $40 to $300 depending on the brand and type of clothes. NFL bags from puffy tote bags to clear purses range from $45 to $70 per bag.
On the cheaper end, people can purchase Superbowl LX 32-ounce glasses for $29.99 and shot glasses for $12.99.
The NFL shop also had an opportunity for guests to make their own Build-A-Bear, decked out in their favorite team’s logos and gear. The starting price for these bears was $30.
But by far the most interesting piece of merchandise was the Wilson football exhibit. It doubled as a shop for guests to purchase the specialized football of their dreams ranging from $24.95 to $249.95 per ball.
For $399, guests can make their own football with the help of professional Wilson workers who were flown in from Ohio.
What are the prices for food?
There are 10 food vendors at the Super Bowl Village offering everything from pizza and burgers to poke bowls and stir-fry.
On average, guests can expect to pay $15 to $22 per meal — not including drinks or additional snacks.
I ordered a caprese sandwich for $15.50 with a bag of Lays chips for $5 and a bottle of water for $7.25. The “hot sandwich” was a bit wet and not very hot though I did enjoy the pesto added to the sandwich.
Overall, the food was filling though on the expensive side.
Need a drink? How much for cocktails?
Walking, running and playing are the name of the game for all Super Bowl events, with dozens of exhibits and opportunities to meet your favorite players. So hydration is incredibly important for all.
For some exhibits, such as the UberEats booth, guests are offered a free chilled cup of lemonade and several areas have water fountains for all to enjoy.
At the many food stands and the designated food court, guests can purchase a 16-ounce water or 12-ounce Pepsico products for $7.25. A 20-ounce bottle of “Gatorade Water” goes for $9.
Guests can expect to pay around $14 to $19 spending on whether they order a craft beer or canned cocktail.
What can you do for free at the Super Bowl village?
Although the Super Bowl has an array of great activities for a cost, it is the free entertainment that I enjoyed the most.
There were dozens of interactive exhibits for adults and children to play and learn.
At the UberEats exhibit, I saw examples of the connection between food and football including conspiracy theories such as “every coach is wearing a fast-food headset” and “why do they ‘chew up the clock’ when they’re winning?”
I also got to look at NFL players’ jerseys with food names — like Kansas City Chiefs wide receiver Rashee Rice. And I got to do a football practice that ended with a touchdown and an iced cup of lemonade.
There were also exhibits that had guests run game plays, do kickoffs at football field lengths and test their throwing skills.
Guests could experience the NFL Museum to explore the evolution of the league and see trophies, Hall of Fame busts, crystal team helmets and historic shoes and jerseys.
The event also had free opportunities to take photos, get ice cream snickers and have earned a Super Bowl post card.
By far it is the free activities that brought this event to life and gave all guests a chance to play and experience a childlike joy of the sport.
Is the Super Bowl fan zone affordable?
No, but there are opportunities to have fun free experiences.
With its relatively expensive food and shop, the Super Bowl fan experience was not an affordable experience.
After dropping $40 on admission when I purchased them last week, I spent $36.78 on food, a water bottle and a bag of chips.
However, the best part of the event were the free experiences.
From fun photo opportunities, museums and interactive exhibits the event was pushed for people to have fun and enjoy football in all its forms.
This story was originally published February 5, 2026 at 5:00 AM with the headline "Is the Super Bowl fan zone affordable? Tickets, food, merchandise and more."
