Breaking Down the Super Bowl LX's Fundraising Plays

Even if you're not big into football, you knew the Super Bowl was happening. It's one of the biggest events of the year, and this year it was in my home region, from San Francisco to Santa Clara where the game was held.

What caught my attention: players being celebrated for the nonprofits they support. The Walter Payton Man of the Year Award announced on primetime TV. It made me feel closer to the sport and inspired by the work these players care about.

I love seeing athletes give to causes that matter to them. Causes that shaped their lives or uplift their communities. It's why I give back and why I work in this sector.

So what does this have to do with your nonprofit? Simple: how to capture attention when it comes your way and turn it into lasting relationships. Whether it's a Super Bowl partnership or a local coffee shop featuring you in their newsletter, the challenge is the same. I'll show you what happened during Super Bowl week, what we can learn from it, and the practical steps you can take for your next big moment.

What's actually happening (under the lid)

The NFL doesn't just write checks to nonprofits. They've embedded philanthropy into everything they do. And honestly? It's kind of brilliant.

This year, the NFL Foundation, the Bay Area Host Committee and the 49ers Foundation awarded $8.2 million in grants to Bay Area nonprofits through the Super Bowl Legacy Grant Program.

But it's not just grants. Real nonprofits are getting massive visibility:

• GENYOUth's Super Schools initiative partnered with Oakland Unified and the Bay Area Host Committee to bring nutrition equipment and NFL FLAG kits to 60 schools, projected to support 9 million school meals annually and daily physical activity for 33,000+ students.
• Tipping Point Community will receive a portion of the proceeds from the Bay Area Host Committee's concert series: Benson Boone, Shaboozey, Martin Garrix, Lost Frequencies, Chris Stapleton, and Sierra Ferrell.
• The 49ers Foundation made its single-largest donation in the organization's history to rebuild football fields, part of a 9-field rehabilitation project across the Bay Area. They also donated 300 books to schools and libraries in East Palo Alto.
• Local organizations like Save the Bay, Kidango, and Swords to Plowshares hosted NFL-sponsored community events all week: habitat restoration at Palo Alto Baylands, tree planting in East Palo Alto, and veteran appreciation in the Presidio.
• Feeding America benefits from the FedEx Air & Ground Player of the Year Awards. Fans voted for the top players, and 49ers running back Christian McCaffrey was named one of the top players crowned, triggering a $15,000 donation to food banks in his home market.

Hundreds of thousands of eyeballs. Media coverage everywhere. Social media amplification.

But here's the thing: the location changes every year. The pattern doesn't. Next year it'll be Los Angeles' turn.

This applies to every partnership

This same pattern shows up at every level, not just the Super Bowl. A neighborhood business featuring you in their newsletter. A corporate matching gift campaign. A local news spot. A booth at a community event.

The numbers might be closer to 50 people, but the challenge is identical: attention decays fast. You need somewhere for it to land.

Why this works

When philanthropy is visible and consistent, it becomes cultural. People talk about it. They want to be part of it. It becomes part of the identity.

But here's the thing: visibility without infrastructure is just a moment. Steam that evaporates.

The NFL makes this look effortless because they've built the systems to support it. They don't just create visibility, they built infrastructure to turn attention into connection.

And whether you're a nonprofit getting Super Bowl visibility or a local coffee shop partnership, that's the difference between "that was cool" and "that changed everything."

So whether it's a Super Bowl partnership, a viral moment, or your annual fundraiser, the question is always: how do you turn attention into belonging?

What this means for nonprofits

Here's what I've seen work.

Before it happens: build the intake funnel

When someone hears about you through a partnership and visits your website, they need somewhere specific to land, not just your homepage.

Create a dedicated landing page. This is your central hub for the partnership, a specific URL like yourorg.org/superbowl that you can share in partner communications, link to from anywhere on your site, and track specifically in analytics.

What it should include:

• Partnership acknowledgment: co-branded logos or "Thank you [Partner Name] for supporting [Your Cause]!"
• One clear value proposition: what's in it for them? (GENYOUth's example: "access exclusive resources and learn how your district can become a PLAY 60 Champion.")
• The ask: make it specific to the moment. Not just "donate" (they just met you), but "get resources," "stay updated," "join the community."
• Simple form: email, first name, and maybe one qualifier (region, interest area, role).
• What happens next: set expectations. "You'll get our monthly newsletter."

Then drive traffic to that page with:

Option 1: a pop-up on your homepage. It appears when someone visits your main site during the partnership window, with clear co-branding, a specific hook tied to the partnership moment, and a CTA button that links to your dedicated landing page.

Option 2: a section on your homepage. Add a banner or section that stays visible during the partnership period. "Proud partner of [Organization]" with brief context, and a CTA button that links to your dedicated landing page.

Tag the source in your CRM. When someone fills out that form on your dedicated landing page, tag them with the partnership source (2026 Super Bowl Partnership, or 02-2026 Coffee Shop). This lets you track how many people came from that partner, report back to the partner with real numbers ("450 schools signed up through our Super Bowl campaign"), and segment your follow-up ("You signed up during Super Bowl week to bring PLAY 60 to your school...").

While it's happening: capture proof

Document everything while the moment is hot:

• Screenshot partner posts and media hits.
• Grab photos from the event.
• Collect participant quotes.
• Track the numbers: sign-ups by day, donations, volunteer interest, event attendance.

Pro tip: create one folder in your drive, "2026 PartnershipName Partnership," and throw everything in there as it happens. Don't wait until after. You'll forget half of it.

You'll thank yourself later when you're writing the post-partnership report, pitching the next corporate partner, or applying for a similar opportunity next year.

After it's over: create a simple report

Within 10 days (while people still remember), create a quick "what happened because of you" recap.

Who gets it: the partner organization, everyone who signed up or attended, your board and major donors, your email list (a shorter version), and social media.

What to include:

• 3 impact bullets: by the numbers. People reached, services delivered, tangible outcomes from the partnership.
• 2 photos: show the partnership in action.
• 1 good quote: from a participant, volunteer, or beneficiary.
• 1 clear next step: how they can stay involved.

Why this matters: it shows you followed through, gives people a reason to stay connected, and creates proof for your next partnership pitch.

Real-life examples from Super Bowl LX

GENYOUth's press release was timed to drop right after the NFL Honors and Walter Payton Man of the Year Award winner was announced, maximizing the moment when attention was highest.

Kidango's LinkedIn recap went beyond their own post. Several partners and volunteers shared their own stories and impact online, and Kidango reposted them, extending the reach and showing community engagement.

The bigger picture

Partnerships don't just raise money. They raise attention. Operations is how you turn that attention into belonging.

The NFL's been doing this for 50+ years. The events, the media coverage, the primetime awards. It's all part of a system that turns moments into movements.

Your version might not involve halftime shows, but the principle is the same: when visibility comes your way, make sure you have somewhere for it to land.

That's what ops is really about: giving good moments a place to grow.