Key points
- Super Bowl LXI is Sunday, February 14, 2027 at SoFi Stadium in Inglewood, the stadium's second Super Bowl after LVI in 2022 and the ninth in the Los Angeles area. ABC and ESPN carry the broadcast. It is the middle year of a three-year run for the region: World Cup matches in 2026, the Super Bowl in 2027, the Olympics in 2028.
- Inbound traffic for the week arrives through five commercial airports: Los Angeles International (LAX), Hollywood Burbank (BUR), Long Beach (LGB), John Wayne Orange County (SNA), and Ontario (ONT), each with its own media program and contract terms. Private aviation adds Van Nuys and the fixed-base operators.
- Marquee-week airport media books four to six months out. For the second week of February, that window is open now and closes around November.
Who flies in for Super Bowl week, and where they land
Super Bowl week is a convention with a football game at the end of it. The audience that matters to most advertisers isn't the ticket holder; it's the week-long population of corporate hospitality guests, sponsors' executives, agency teams, media, and the brand marketers whose campaigns break that Sunday. They arrive from Monday onward, stay in Beverly Hills, Santa Monica, downtown, and the South Bay, and they fly commercial into whichever airport is closest to their hotel and their meetings.
| Airport | Who it serves that week | Note for planners |
|---|---|---|
| LAX | The bulk of inbound: national and international, corporate, media | SoFi is about 3 miles from the airport. Landside is changing: the consolidated rental-car center opened in March 2026 and the automated people mover was in testing with passenger service targeted for the second half of 2026. Terminal 5 is being rebuilt from 2026. |
| BUR | Executives and entertainment-industry travel; Silicon Valley and Bay Area shuttles | Small terminal, short dwell, high share of the audience that books hospitality |
| SNA | Orange County corporate travel; a share of the Southwest, United, and Alaska business traffic | Affluent catchment; strong for financial and professional services |
| LGB | Southwest and leisure | Lower priority unless the brand's audience is consumer |
| ONT | Inland Empire; a growing share of connecting leisure and cargo | Lower priority for a hospitality-driven brand |
LAX is the reach buy. Burbank and Orange County are where the audience that writes checks is over-represented. A plan built only on LAX reaches the volume; a plan that adds BUR and SNA reaches the hospitality guest.
What's different at LAX in 2027
LAX's $5.5 billion landside program changes where arriving passengers walk for the first time in a generation. The consolidated rental-car facility opened on March 11, 2026, pulling every rental counter into a single building connected by the people mover station. The automated people mover ran without passengers from April 2026 for testing and was expected to open to the public in the second half of the year, linking the terminals to the rental center, economy parking, and the Metro transit center. Terminal 5's $1.7 billion rebuild began in 2026.
This changes 3 things for a February 2027 campaign. The people mover stations and the rental center are new audience paths with new media, sold on no history; treat them like a new terminal. The central terminal area's curbside is less crowded if the train is running, which shifts dwell from the curb to the stations. And construction around Terminal 5 affects adjacent arrival paths, so the airline-by-terminal map for February should be confirmed, not assumed.
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When to book, and what to buy
Las Vegas has taught every event buyer the same lesson: the arrival path in the week of a marquee event is sold months ahead, and the units that sell first are the ones a person sees before they reach the curb: baggage claim digital, arrivals corridors, the walk to ground transport. Super Bowl week in Los Angeles behaves the same way across five airports.
- Book the week now. The second week of February is four months out. Holds at event weeks expire in days, not weeks.
- Buy by the week where the airport allows it. Many media programs sell event weeks as one-week or two-week flights; others sell only four-week periods, which means the quiet weeks on either side come with the purchase. Ask which applies at each of the five airports.
- Pair LAX reach with BUR and SNA depth. A baggage-claim network at LAX plus a dominant static position at Burbank reaches the volume and the hospitality guest for less than a second LAX network.
- Hold the dates through the Monday after. Departures on February 15 are the last impression of the week, and the departures side is where the sponsor's own executives are reachable.
- Think about 2028 now. The brands that buy Super Bowl week in 2027 are the ones media owners talk to first about the Olympics. Position matters.
Who buys Super Bowl week at the airports
The categories that have historically bought event weeks in Los Angeles are the ones with people in town: enterprise technology and cybersecurity brands hosting clients in suites, financial services and fintech sponsors, automotive, consumer brands whose Sunday spot needs a week of context, and tourism boards selling the next trip to a crowd that just took one.
How EAM Advertising handles it
Five airports, several media owners, two or three buying units, and one week: that is the kind of plan EAM Advertising exists to run. We check what's open at each airport for the week, which units will sell out, and where on the arrival path the hospitality guest actually walks, then come back with one plan, one contract, and proof of posting from every airport after. If the Super Bowl plan extends to other markets, the same relationship covers them. See the airport advertising hub, the Las Vegas page for how event-week buying works, or send a brief.
EAM Advertising plans, secures, and buys airport and in-flight media across 125+ airports and 45+ airlines worldwide. Founded in 2015; collective operator experience in airport media buying spans two decades. Recommendations are based on what performs for the advertiser, not on inventory we have to sell. Clients include Dynatrace, Fortinet, Rubrik, McGraw-Hill, and Wharton.