The upcoming Super Bowl LX game between the New England Patriots and the Seattle Seahawks at Levi’s Stadium in Santa Clara, California, is driving a noticeable increase in freight activity into Northern California. Load volumes and some spot rates have risen in the days leading up to the February 8th game.
Freight Volumes Surge Ahead of Super Bowl LX
Data from Truckstop.com indicates a significant increase in inbound load volumes into the San Jose market during the week of January 25-31, compared to both the previous week and the same period in 2025. This rise in shipments is directly tied to the logistics required for the Super Bowl event.
Specifically, flatbed volumes increased by 30% week over week and 200% year over year. Reefer loads saw a climb of 18% week over week and 3% year over year, while van volumes rose 10% week over week and 29% compared to the same week in 2025.
These increased volumes have impacted spot rates for certain types of equipment. Average inbound reefer spot rates reached $2.72 per mile, a 12.4% increase week over week and a 22% increase year over year. Flatbed rates averaged $3.02 per mile, rising 3.4% week over week and 0.3% from the previous year. However, van rates averaged $2.18 per mile, decreasing 5.6% week over week and slightly lower year over year.
Truckstop.com data suggests that hosting cities typically experience a 20-25% increase in load volumes one to three weeks before major events like the Super Bowl, Daytona 500, and Indy 500. The Super Bowl, however, tends to generate the most significant week-over-week jump in freight activity.
While inbound volumes into San Jose are currently below those recorded in New Orleans, Louisiana, last year, the pattern remains consistent: volumes rise before the event, peak around a week prior to the game, and then decline once the Super Bowl concludes.
Frequently Asked Questions
What impact is the Super Bowl having on freight in Northern California?
The Super Bowl LX is creating a spike in freight activity into Northern California, with load volumes and some spot rates rising in the days leading up to the game.
Which types of freight are seeing the biggest increases?
Flatbed volumes have increased the most, rising 30% week over week and 200% year over year. Reefer loads also saw a significant increase, climbing 18% week over week.
Is this increase in freight activity typical for Super Bowl host cities?
Yes, Truckstop.com data shows that hosting cities typically experience a 20-25% increase in load volumes one to three weeks leading up to major events like the Super Bowl.
As the Super Bowl approaches, will these trends in freight volume and rates continue, or will they stabilize after the event concludes?
