Super Bowl LXI and Valentine's Day Fall on the Same Sunday in 2027: The Brand Content Calendar

What does Super Bowl LXI on Valentine's Day 2027 mean for a brand's content calendar?

Super Bowl LXI is on Sunday 14 February 2027 at SoFi Stadium in Inglewood, which is Valentine's Day, and Monday 15 February is a federal holiday. For Valentine's posts by Thursday 11 February, shoot live action by Sunday 31 January to Wednesday 3 February, on Dream Aspect's typical 7–10 days to delivery counted in calendar days. A non-sponsor should keep the words Super Bowl out of its ads, promotions, product names, packaging and offers.

The 2027 calendar at a glance:

• Kick-off: no time had been announced as of 5 October 2026; the game is on ESPN and ABC.
• Last live-action shoot for Valentine's posts: 31 January to 3 February, planning on 31 January (27 January to 1 February in working days), before approvals.
• City of LA permit for a Sunday 31 January location shoot: 10 a.m. Wednesday 27 January, on our reading of FilmLA's table.
• Los Angeles location shoots: on our reading of the 2022 precedent, wrap by Saturday 6 February.
• Trademarks: SUPER BOWL (registration 882283) is live; the NFL's 2006 application for THE BIG GAME was abandoned in 2007.
• In-game spots: reported from about $8 million to $10–12 million per 30 seconds, sold out since July 2026.
• Valentine's spending: NRF projected a record $29.1 billion for 2026, with $199.78 budgeted on average.

Do you need a Los Angeles production company in Super Bowl week? Usually not, as Dream Aspect, the seller, admits: a shoot by 3 February is over before that week, studio or CGI work avoids its closures, and we have no Super Bowl campaign to show you. What we can offer for this weekend is a schedule, not a track record.

When and where is Super Bowl LXI, and why does the Valentine's Day overlap matter?

Super Bowl LXI will be played on Sunday 14 February 2027 at SoFi Stadium in Inglewood, California, and broadcast on ESPN and ABC. SoFi Stadium's announcement says the game "will be played at SoFi Stadium on February 14, 2027", lists it as "Sun., Feb. 14, 2027 / Time TBA", and says Super Bowl Week events "will take place around the Los Angeles region". That Sunday is Valentine's Day, and OPM names Monday 15 February "Washington’s Birthday", a federal holiday, so the game sits inside a three-day weekend. The only week event we found dated is the Sports Media Summit, "Friday, February 12, 2027" (host committee).

Can a brand say “Super Bowl” in its marketing if it is not a sponsor?

Not in its ads, promotions, product names, packaging or offers. SUPER BOWL is a registered, live trademark of NFL Properties LLC: the USPTO record lists registration 882283, registered 9 December 1969, "LIVE/REGISTRATION/Issued and Active". This summarises two law firms' commentary, not a ruling, and it is not legal advice: check with counsel.

Mitchell Stabbe, writing on the Broadcast Law Blog on 21 January 2026, puts it plainly: "Simply put, the NFL views any commercial activity that uses or refers to the “Super Bowl” to draw attention as a violation of its trademark rights." The law allows a "nominative fair use" in principle, he explains, but "the NFL objects to any unlicensed third-party advertising that refers to the Super Bowl", and a disclaimer "will not ward off a cease-and-desist letter". He lists “Super Sunday” and “Gameday” among the NFL's federal marks.

Foster Garvey, in an alert updated 26 April 2026, is concrete: "you cannot say, “Your go-to beverage for the Super Bowl,” or even “Come here for all your Super Bowl party needs.”" Foster also calls “Super Sunday” registered and warns: "Even using team colors could draw the ire of the NFL." On vendors it is blunt: "Tell your vendors that the NFL is likely to send both you and them a nastygram (at a minimum) if they associate your brand or productions commercially with the big game." On our reading that covers whoever makes your video, Dream Aspect included.

The Big Game is different on the record. NFL Properties applied to register THE BIG GAME on 1 February 2006, and the application was "Abandoned after publication because applicant filed an express abandonment" on 18 May 2007, according to the USPTO record; the Broadcast Law Blog dates the filing January 2006. Stabbe writes: "We are not aware of any reported claims by the NFL against advertisers based upon the use of “The Big Game.”" We checked that one application, not every filing, and abandoning it is not the same as having no rights in the words.

Where each phrase stands, as of 5 October 2026:

• Super Bowl: registered and live (882283), per the USPTO and both firms.
• Super Sunday: registered, per both Foster Garvey and the Broadcast Law Blog.
• Gameday: disputed, since Foster lists it among workarounds and Stabbe among NFL marks, so we would leave it out.
• The Big Game: application abandoned in 2007, with no reported claims known to the Broadcast Law Blog's specialist.
• Team marks, team colours and disclaimers: risky, and a disclaimer does not help, per both firms.

Our reading, not the firms'. Foster Garvey also lists "referencing the date of the game" among the ways brands have tried. In 2027 that date is Valentine's Day, a calendar occasion rather than a league event, so a brand can build the weekend on 14 February without the game's name.

What does a sold-out Super Bowl ad market mean for a brand that is not buying a spot?

A sold-out Super Bowl ad market means the in-game slots are gone, so a brand that is not buying one competes on social feeds in the days before kick-off, not in the broadcast. Variety reported that Disney declared all in-game inventory sold out in July 2026. Printing only the highest price would flatter every alternative, so here are all three values for a 30-second spot:

• About $8 million: the deal value, per "two people familiar with recent negotiations" (Variety, 3 June).
• $9 million: for "double digit units", Disney said in a statement quoted by Variety on 3 June.
• $10–12 million: asked for any spot an advertiser gives back, per "two different media buyers" (Variety, 5 October).

A non-sponsor's weekend happens on the feed. Metricool's study of 24,364,803 Instagram posts from 375,118 accounts worldwide found "For Reels, days 1 to 3 account for 65% of views and 61% of interactions" (Metricool), measured in January–February 2025 and 2026 (study release). Read 65% as a worldwide ceiling on views, not sales; Metricool sells social software. Our inference, not Metricool's: post by Thursday 11 February so the first three calendar days land before Sunday. Three calendar days are not 72 hours: a post at 6 p.m. Thursday gets about 54 before Sunday.

For paid creative, Dream Aspect's ads model is "Test First. Pay Only If You Scale": testing is "license-free" and we are paid "per licensed ad" for the ads you scale. The ads page's only timeline is a UGC answer, and our UGC page publishes two that disagree, "The production timeline is 14 to 30 days" and "delivered as short as 7 days", so this calendar uses neither. Ask for an ad-production timeline in writing.

When do you have to shoot Valentine's Day 2027 content?

For live-action Valentine's content posting by Thursday 11 February 2027, shoot by Sunday 31 January to Wednesday 3 February, and plan on 31 January. Dream Aspect's video marketing page says: "Full content delivery typically takes 7-10 days after the content shoot day". Approvals, extra cutdowns, aspect ratios, legal review and booking crew, casting and a location are not counted, and each moves the date earlier. Dream Aspect publishes no booking lead time, so ask for the last day to book with the quote.

The method: post three days before the moment, take delivery the day before, then subtract 10 days (safe) or 7 (fast). Neither the video marketing page nor the CGI page says whether weekends and holidays count, so we count calendar days. If they are working days, every live-action shoot date moves two to four days earlier (Valentine's: 27 January to 1 February), and the CGI starts move too. We benefit if you book early, which is why both ends of each range are shown.

• Post Wed 3 Feb, for Lunar New Year (Sat 6 Feb): delivery Tue 2 Feb; shoot by Sat 23 Jan (safe, 10 days) or Tue 26 Jan (fast, 7 days); City of LA permit application by 10 a.m. Wed 20 Jan or Thu 21 Jan, on our reading.
• Post Thu 11 Feb, for Valentine's and game weekend: delivery Wed 10 Feb; shoot by Sun 31 Jan (safe, 10 days) or Wed 3 Feb (fast, 7 days); City of LA permit application by 10 a.m. Wed 27 Jan or Fri 29 Jan, on our reading.

What is the City of Los Angeles permit deadline?

FilmLA's City of Los Angeles rules, dated 21 August 2026, require "a minimum of three full business days prior to the first activity date, not including the date of submission" (FilmLA): "To film on SATURDAY, SUNDAY or MONDAY, submit application by 10 a.m. Wednesday of week prior". We read that as the Wednesday before the weekend, which is how FilmLA's parking-sign table groups those days; confirm with FilmLA. Closures and aerial work "will require additional lead time", and holidays "may affect deadlines". The rules cover the City of Los Angeles only; we did not check Inglewood's own filming rules.

What can CGI deliver for Valentine's Day without a location?

Dream Aspect's CGI page windows, counted back from delivery on Wednesday 10 February from an approved brief, because the page does not say when its clock starts:

• Simple 2D, 7–12 seconds: about 2–5 days, so start by Fri 5 Feb (safe) or Mon 8 Feb (fast).
• Moderate 2D or basic 3D: about 5–10 days, so start by Sun 31 Jan (safe) or Fri 5 Feb (fast).
• Complex 3D or animated VFX: 2 weeks to a month, so start by Sun 10 Jan (safe) or Wed 27 Jan (fast).

The shorter end of each CGI range flatters us. On the typical live-action window, a Valentine's shoot is over by 3 February, before Super Bowl week; a shoot on Saturday 6 February would typically deliver on 13–16 February, too late. What does meet that week is a late location shoot, a drone shot, a reshoot after approvals, or content for after the weekend, which narrows the Los Angeles problem rather than inflating it.

What happens to video production in Los Angeles during Super Bowl week?

The last time SoFi hosted, in February 2022, Highway Patrol officers were unavailable for on-location work for the eight days ending on game day, FilmLA warned that NFL events could limit locations, parking signs and street closures, and the FAA restricted airspace over the stadium. We found no Super Bowl LXI advisory as of 5 October 2026.

FilmLA's 2022 advisory, dated Monday 7 February 2022, said: "California Highway Patrol (CHP) officers will not be available to work on-location from 2/6/22 through 2/13/22." Productions in unincorporated county areas that needed officers had to use Sheriff's officers instead. NFL events "may limit availability for filming locations, posted “No Parking” signs and lane and street closures" (FilmLA, archived; the original page returned 404 on 5 October 2026, so we quote a 28 January 2023 snapshot). It was not a filming ban but a notice of friction, and it arrived the day after the Highway Patrol item had started. The FAA's "airspace restrictions over Super Bowl LVI" page was last updated 19 January 2022 (FAA).

In 2026, for the World Cup, FilmLA posted its list on Monday 1 June, ten days before the 11 June start, describing "a strategic, limited approach to filming restrictions" (FilmLA): named places on named dates, such as the LA Coliseum on 11–15 June. The state's 28 May alert barred ramp-closure work near SoFi "0500 (day of event) to 0500 (day after the event)" (California Film Commission), 15 days before the first SoFi match on 12 June; that Caltrans rule covers state highways only.

How far ahead each notice came:

• FAA, Super Bowl LVI airspace: by 19 January 2022, 25 days before.
• FilmLA, Super Bowl LVI advisory: 7 February 2022, 6 days before.
• California Film Commission, World Cup ramps: 28 May 2026, 15 days before.
• FilmLA, World Cup list: 1 June 2026, 10 days before.
• Super Bowl LXI: none found by 5 October 2026.

For 2027 we searched pages 1 and 2 of FilmLA's production alerts (4 May to 1 October 2026) and the California Film Commission's list: neither mentions Super Bowl LXI, though both show alerts we knew were there. Page 2 holds the 1 June World Cup list and no earlier World Cup notice. FilmLA's listing has eight pages, and alerts also go to registered subscribers; we read two pages. Not found, not "does not exist".

Our inference. If 2027 follows either FilmLA notice we found, its notice arrives six to ten days before the game, after the last Valentine's shoot date. We would treat the week starting Sunday 7 February as restricted before anyone says so: wrap Los Angeles location shoots by Saturday 6 February, or move the piece into a studio or CGI. Two cases is a thin basis, and the FAA's notice came 25 days ahead. We make no claim about crew availability, because we have no source.

Where does Lunar New Year fit in the same fortnight?

Lunar New Year 2027 falls on Saturday 6 February, eight days before Valentine's Day and the game (Royal Museums Greenwich: "In 2027, it occurs on Saturday 6 February."). Korea's 2027 calendar, from the Korea AeroSpace Administration in our own translation, puts Seollal a day later, on Sunday 7 February. Posting three days ahead means live by Wednesday 3 February. With delivery a day early, the last live-action shoot falls on 23–26 January; with delivery on the posting day, 24–27 January.

A brand marking Lunar New Year and Valentine's Day can shoot both on 23–26 January and hold the Valentine's cuts for 11 February. A City of Los Angeles location shoot on 23 January needs its application by 10 a.m. Wednesday 20 January, in the week of Martin Luther King Jr. Day, so check FilmLA's holiday alert.

How big is Valentine's Day for brands, and which numbers should you plan on?

NRF projected a record $29.1 billion of Valentine's Day spending for 2026, against $27.5 billion in 2025, with shoppers budgeting $199.78 on average. Those are projections from what 7,791 adults said they planned, surveyed 2–8 January 2026 with a margin of ±1.1 points and released on 27 January, 18 days before Valentine's Day (NRF; see also NRF's Valentine's Day data hub). Plan 2027 on the 2026 figures.

• Plan to celebrate: 55% of “consumers”.
• Gift for a partner: 83% of "those celebrating", $14.5 billion.
• Candy, flowers, cards, an evening out, jewelry: 56%, 41%, 41%, 39% and 25%, with candy based on “consumers”.
• Shop online: 38%, the top shopping destination.
• Gifts for pets: 35% of “consumers”, $2.1 billion.

NRF is a retail trade body, and if it repeats 2026's schedule (our inference), its 2027 figures land in late January, around the permit deadline for a 31 January shoot, after the brief is locked.

What should a brand that is not an NFL sponsor actually make?

A brand that is not an NFL sponsor should make Valentine's content that also works on game day, and keep every NFL mark, team name and team colour out of it. The occasions share one Sunday: gifts, an evening in or out, food and drink. Dream Aspect's view is that one product-led piece, shot in a studio or made in CGI before February, does more for a non-sponsor than a location shoot chasing Super Bowl week.

• Sells a gift: a product-led studio or CGI piece finished by late January, without the words Super Bowl or team colours.
• Sells food or drink: a 14 February piece about the evening, without league or team marks.
• Needs paid creative: a tested set of ad-ready videos in January, not one untested hero spot.
• Has no shoot budget: a re-cut of footage you own, not a late location shoot.

Where Dream Aspect is the wrong answer: a product-only piece can be shot in a studio anywhere, a remote UGC batch needs no Los Angeles crew, and content shot by 31 January needs no crew on location in Super Bowl week. If you ship gifts, move every date earlier by your dispatch time; this calendar has no Valentine's shipping cut-offs. For cadence after February, see how many videos a month a brand needs; for the two production routes, see CGI versus live action for product video.

Planning February production in Los Angeles?

Dream Aspect is a video production company based in Los Angeles. We shoot live-action social content with full delivery typically 7–10 days after the shoot day, make CGI product videos from about 2–5 days for 7–12 seconds of simple 2D to a month for complex 3D, and produce ad creative you test license-free and license per ad only if you scale. Tell us your posting date and we will tell you whether it can still be met.

Want a price for February production before you brief it? The Dream Aspect pricing calculator shows the price on the page: choose a one-off shoot or a monthly plan, then add or remove deliverables such as a shoot brief, priority delivery, CGI or UGC.

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