Super Bowl LX: A Coalition Tackles Human Trafficking Beyond the Game

SAN FRANCISCO BAY AREA, Calif. – January 28, 2026 – As the San Francisco Bay Area prepares to host Super Bowl LX, a powerful coalition of sports, media, and corporate giants is leveraging the event's massive global platform for a different kind of battle: the fight against human trafficking. The organization It’s a Penalty today launched its 23rd global campaign, uniting NFL ambassadors, major airlines, and hospitality leaders to turn the world’s attention toward a crime that thrives in the shadows.

This initiative aims to do more than just raise awareness; it seeks to educate the public, debunk dangerous myths, and equip frontline workers in the Bay Area with the tools to recognize and report exploitation. The campaign underscores a critical message: while the Super Bowl provides an unparalleled opportunity for outreach, the scourge of human trafficking is a devastating, year-round crisis.

The Scale of a Shadow Epidemic

The statistics are staggering. Globally, an estimated 50 million people are trapped in modern slavery, a number that has increased by 10 million since 2016. This illicit industry generates an astonishing $236 billion annually for traffickers through forced labor and sexual exploitation. The United States is not immune, with cases reported in all 50 states. California, the host state for Super Bowl LX, holds the grim distinction of having the highest number of reported human trafficking cases in the nation.

“This campaign is about equipping communities with the knowledge to recognize and know about the support available,” said Sarah de Carvalho, CEO of It’s a Penalty. “The Super Bowl is a powerful platform to engage the public and ensure a lasting legacy of awareness and action in the San Francisco Bay Area and beyond.”

It’s a Penalty has a proven track record, with past campaigns reaching an average of 180 million people. During the last four Super Bowl campaigns alone, their partnerships have led to the recovery of 98 missing children, demonstrating the tangible impact of focused, event-based awareness efforts. Post-campaign surveys consistently show that over 80% of people feel they have a better understanding of the issue and are more equipped to report it.

Debunking Myths and Focusing on Reality

A key goal of the Super Bowl LX campaign is to correct a persistent and misleading narrative: that major sporting events cause a significant spike in human trafficking. Experts and anti-trafficking organizations, including It's a Penalty, emphasize that this is largely a myth. Instead, they frame these events as powerful opportunities for awareness and intervention.

“Trafficking is a year-round crisis, not limited to major events,” stated Collette V. Smith, the NFL's first Black female coach and a campaign ambassador. “Through this campaign, we aim to empower individuals to recognize and respond to the signs of exploitation. Together, we can be part of the solution.”

The “Super Bowl effect” is less about a surge in new trafficking incidents and more about a “flashlight effect.” The increased media attention, law enforcement presence, and public vigilance during such events illuminate a crime that operates daily. The campaign seeks to harness this heightened awareness to educate the public on common myths, such as:

• Trafficking only involves sexual exploitation, when in fact labor trafficking is also a massive problem, particularly in hospitality and construction surrounding large events.
• Victims are always physically restrained or moved across borders, whereas psychological coercion is a common tool and many victims are exploited within their own communities.
• Trafficking only happens during major events.

By dispelling these misconceptions, the campaign aims to create a more informed and vigilant public, capable of recognizing the diverse and subtle signs of exploitation 365 days a year.

On the Front Lines: Mobilizing Industry Partners

The strength of the campaign lies in its multi-sector collaboration, bringing together industries that are on the front lines. The travel, transportation, and hospitality sectors are uniquely positioned to either be exploited by traffickers or to act as a powerful force for prevention.

IHG Hotels & Resorts, a key partner, is actively training its staff to spot the signs of trafficking. “The hospitality industry plays a vital role in combatting human trafficking,” said Jolyon Bulley, IHG’s Americas CEO. “By partnering with It's a Penalty, we aim to raise awareness around this issue and equip our hotel teams with the tools and training to recognize and prevent exploitation.”

Transportation partners are also playing a crucial role. Uber is providing its drivers in the Bay Area with hangtags containing information on how to safely report suspected trafficking, turning thousands of vehicles into mobile points of awareness. “Major events like the Super Bowl give us an important opportunity to raise awareness, correct misconceptions, and mobilize communities,” explained Liz Dank, Uber’s Senior Public Policy Manager for Women's & Personal Safety.

This mobilization extends to the skies and public transit. American Airlines and British Airways will broadcast a 30-second PSA featuring NFL ambassadors on their in-flight entertainment systems, reaching millions of travelers. Meanwhile, awareness materials will be displayed across the Golden Gate Bridge, Highway & Transportation District, and San Francisco Bay Ferries, ensuring the message permeates the entire region.

The Power of the Platform

At the heart of the campaign are the voices of trusted figures who can capture public attention. NFL ambassadors including Tutu Atwell of the Los Angeles Rams, Super Bowl Champion Kyle Arrington, and Coach Collette V. Smith are lending their platforms to amplify the message.

“For me, as an NFL athlete, I feel like it's important to use our platform to bring awareness to the It's a Penalty campaign,” said Atwell. Arrington echoed this sentiment, stating his commitment to contributing “to humanity.”

Their involvement, featured in a PSA amplified by media partner iHeartRadio through radio spots, helps cut through the noise and deliver a serious message to a broad audience. This coalition, which also includes the Carlson Family Foundation and Skechers, demonstrates a growing corporate and social consensus that the visibility of major events must be used for good. By transforming stadiums, hotels, airplanes, and airwaves into platforms for education, the Super Bowl LX campaign aims to leave a legacy of protection that will last long after the final touchdown.