A new billboard in San Francisco’s Fisherman’s Wharf is drawing national attention ahead of Super Bowl weekend for its bold message in support of U.S. Immigration and Customs Enforcement (ICE).
The digital display, paid for by the group American Sovereignty, features an ICE agent holding a trophy with the caption “Defensive Player of the Year,” alongside messages comparing immigration enforcement to football defense.
The placement of the billboard has sparked debate among residents, tourists, and social media users alike.
Los Angeles-based American Sovereignty said the campaign is part of a broader effort to recognize the work of ICE agents in defending America’s borders.
“We are saluting the brave Immigration and Customs Enforcement agents who work every day in defense of America with billboards and ads in San Francisco for Super Bowl LX,” the organization stated on social media.
Similar ads have been launched in Washington, D.C., North Carolina, Michigan, and Georgia, reflecting a coordinated effort to highlight federal enforcement nationwide, according to Total Pro Sports.
The billboard has provoked strong reactions.
Karen Guerrero, visiting from Chicago, told reporters, “It made me sick to my stomach. It puts fear in me—that it’s desensitizing people to think it’s OK to be people hurting people.”
Other online commentators called the billboard “sickening” or likened ICE to “Neo-Gestapo” forces, while some denounced the message as offensive to immigrant communities.
Supporters of the campaign defended the advertisement, emphasizing ICE’s law enforcement role.
Scott Yurt, also from Chicago, said, “They have a job to do too. That’s it. I don’t have a problem with them.”
American Sovereignty’s website states, “We believe a sovereign nation must know and control who enters, enforce the law fairly, and only welcome those who follow the rules.”
Local officials also weighed in.
San Francisco Supervisor Danny Sauter called the billboard “pathetic,” while Santa Clara County Sheriff Bob Jonsen said his office would not assist ICE operations.
DHS officials indicated that ICE presence during the Super Bowl would be limited to standard security measures rather than aggressive enforcement, seeking to balance safety with public comfort during a major sporting event, according to KRON 4.
The ad comes amid heightened scrutiny of immigration enforcement, following recent federal operations in other states.
Critics warned that the timing—coinciding with the arrival of over 1.3 million visitors for the Super Bowl—could heighten fear among immigrant communities.
Supporters argued the billboard honors agents performing difficult duties in high-risk environments, emphasizing the role of federal law enforcement in protecting borders and communities.
The Super Bowl matchup between the New England Patriots and Seattle Seahawks has drawn national attention, ensuring the billboard’s messages are widely visible.
Observers say the display underscores the ongoing debate over border security, law enforcement, and community response in areas where federal authority intersects with local governance.
The presence of high-profile sporting events, combined with extensive media coverage, amplifies discussions about ICE and immigration policy across the country, the San Francisco Chronicle reported.
American Sovereignty has not responded directly to media inquiries regarding the broader objectives of the campaign, leaving questions about its overall scope and impact.
Discussions over immigration enforcement, public perception of ICE, and political expression continue to intensify as fans and residents converge for one of the nation’s largest sporting events.
Social media posts have multiplied, with some users supporting the display as a tribute to law enforcement and others criticizing it for fueling division in the community.
As the Super Bowl approaches, local leaders, federal agencies, and advocacy groups remain engaged in ongoing discussions about public safety and the visibility of immigration enforcement in urban areas.
The digital billboard at Fisherman’s Wharf exemplifies the tension between celebrating federal law enforcement and addressing the concerns of local communities, highlighting the delicate balance officials must strike during major national events.
WATCH:
