The Big Game 2026 is coming – here’s why you should already be thinking about next year’s game.

Kate Taylor

January 16, 2026

The Big Game 2026 is almost here and if you’re an event producer you know the drill: last-minute requests, tight deadlines, and ongoing program tweaks. Sound familiar?

As we wrap up our Big Game 2026 activations, we are already looking ahead to 2027’s game at SoFi Stadium in Inglewood, CA (with and experiential focus in LA) – and you should be too.

Why Early Planning Matters

One of the biggest pitfalls we see our clients stumble into is not starting the planning process early enough. We totally understand that a brand client may come to you with a concept at the last minute. While this is out of your control, you DO have control over how quickly you move on the permitting side once the idea hits your desk. Connecting with us early in the process allows us to put the wheels in motion to keep you on track to meet deadlines and lock in locations before someone else does.

Accounting for Holiday Office Closures

The months leading up to the Big Game are during the busiest time of year when city offices are closed and/or understaffed. Even if you aren’t past deadline, this can put a serious delay on getting approvals if you don’t submit your application in time. This is why we suggest having all the key details for your event locked in during the late summer.

Application Volume

Keep in mind that municipalities are not waiting for your application to be submitted. Each year, hundreds of brands submit requests to activate in the Big Game host city, which means city offices are dealing with a high volume of requests. Meeting deadlines ensures you don’t get stuck at the back of the line!

Navigating the Clean Zone

On top of competing with other brands for approval, agencies are also vying for prime activation locations. The Clean Zone – the area surrounding the host stadium, where selling or promoting goods is only permitted for partners of the NFL – complicates this. Besides budget limitations, this reason alone is a major factor as to why it’s so challenging to snag a spot each year, no matter what city it takes place in. When it comes to securing these prime locations, the early bird truly gets the worm!

Let’s face it – last minute requests are inevitable in the experiential industry. However, the power is yours to jump on the permitting process right away. Contact eventpermits today and let’s make 2027 your most stress-free Big Game yet!