The Impact of Super Bowl LX on the Freight Market

While most fans are focused on kickoff, commercials, and party plans, the lead-up to Super Bowl LX is already making waves in the freight market. New insights suggest significant increases in inbound truckload volumes as logistics gear up for the big game.

Sharp Increases in Inbound Truckload Volumes

According to recent data from Truckstop, the San Jose, California market has experienced a notable spike in inbound truckload volumes leading up to the Super Bowl. The most significant gains were observed in flatbed and reefer equipment.

For the week ending January 31, inbound load volumes saw increases across all major equipment types compared to the previous week, with flatbed loads leading the charge. Specifically, flatbed inbound volumes surged by 30% week over week and skyrocketed by over 200% year over year. Reefer volumes observed an 18% increase, while dry van loads climbed by 10%.

Spot Rates and Their Implications

These volume increases are resulting in higher spot rates for several carriers. Reefer rates averaged $2.72 per mile, marking a 12.4% week-over-week increase and a substantial 22% increase year over year. Flatbed rates also showed healthy growth, averaging $3.02 per mile—up 3.4% from the week prior. However, van rates saw a slight decline, averaging $2.18 per mile, down marginally both week over week and year over year.

Comparative Analysis: This Year vs. Last Year

Examining inbound load volumes for this year’s Super Bowl in San Jose against last year’s event in New Orleans reveals a clear difference in trends. In New Orleans, volumes peaked about two weeks before the game and then tapered off leading into event week. In contrast, the San Jose market has experienced a steady increase as the game approaches, suggesting a surge in late-stage freight activity that may include infrastructure, event equipment, and last-minute shipments, beyond just food and beverage demand.

Super Bowl vs. Other Major Sporting Events

When compared to other significant sporting events, the Super Bowl stands out in its logistics demands. A comparison of inbound volumes related to the Super Bowl, the Indy 500, and the Daytona 500 revealed that Super Bowl host cities experience the largest and most rapid increases in freight volumes. Over a two-week span, inbound truckload volumes for the Super Bowl rose by roughly 22%, with the most significant surge occurring in the final lead week. In contrast, the Indy 500 and Daytona 500 saw more gradual increases and lower overall peaks.

What Carriers and Shippers Should Anticipate

Truckstop’s data suggests that host cities can expect an inbound load volume increase of approximately 20% to 25% in the one to three weeks leading up to a major event. For carriers, particularly flatbed and reefer operators, this creates valuable short-term opportunities. Conversely, shippers need to plan ahead, secure their capacity early, and prepare for tighter conditions as the event nears.

In summary, although the Super Bowl only lasts a few hours on Sunday, its impact on freight logistics is felt long before kickoff, shaping the dynamics of the freight market significantly.