Billboard calling ICE agents ‘defensive players’ appears in liberal city ahead of Super Bowl, but the group behind it aren’t hiding their mission

A large digital billboard supporting U.S. Immigration and Customs Enforcement has appeared in San Francisco right before Super Bowl LX this weekend. The sign is causing strong reactions among sports fans and local residents.

The billboard uses football comparisons to make its point, taking advantage of the sports excitement in the Bay Area. One main message on the digital screen calls ICE the “Defensive player of the year.” Another message says: “Cheering because the home team finally started investing in defense.”

A third message continues the theme, saying they “can’t win without defense,” and adding, “Neither can America.” According to The Independent, the billboard is located above a storefront in Fisherman’s Wharf, one of San Francisco’s busiest tourist areas. The Super Bowl is happening Sunday at Levi’s Stadium in Santa Clara, with the New England Patriots playing against the Seattle Seahawks.

American Sovereignty puts immigration enforcement front and center during major sporting event

The group behind this campaign, American Sovereignty, openly describes itself as dedicated to securing the country’s borders and protecting core American values. They posted on social media thanking the agency directly: “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 #SuperBowlLX.”

They also added a direct message to the agency: “Thank you, @ICEgov, for defending our country.” Placing this message in a famously liberal city triggered immediate and strong responses online. The timing of this campaign during the Super Bowl’s financial impact in various states has drawn additional attention to the controversial message.

Some readers strongly supported the campaign. One user claimed, “I MOST DEFINITELY VOTED FOR THIS!” while another simply wrote, “Best sign ever.” Others shared similar views, believing, “The vast majority of Americans SUPPORT the removal of all illegal aliens from the US.”

However, many others expressed serious anger over the sign’s appearance. One user called the situation “Sickening.” Others used insults, suggesting someone “should teach them how to act like Americans and not some third world hired thugs.” Another user mocked the agents’ clothing, writing that “the most shocking part of the billboard is he’s wearing a uniform.”

The campaign reflects a larger national debate about immigration enforcement. Immigration-related displays have recently affected other major events, including how ICE badges changed Grammy’s atmosphere. Recent polls show that 63 percent of American voters disapprove of the way ICE is enforcing immigration laws, compared to just 34 percent who approve.

A significant 59 percent of voters believe that recent agent-involved shootings in Minneapolis, which saw hundreds of federal agents swarm the city, leading to numerous arrests and fatalities, are “a sign of broader problems in the way ICE is operating.”