The upcoming Super Bowl LX game between the New England Patriots and the Seattle Seahawks at Levi’s Stadium in Santa Clara 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.

The latest data from Truckstop.com shows inbound load volumes into the San Jose market increased significantly during the week of Jan. 25-31, both week over week and year over year, as shipments tied to event logistics moved into the region.

Flatbed volumes increased 30% week over week and 200% year over year. Reefer loads climbed 18% week over week and 3% year over year, while van volumes rose 10% week over week and 29% compared to the same period in 2025.

Higher volumes translated into rate movement for some equipment types.

Average inbound reefer spot rates reached $2.72 per mile, up 12.4% week over week and 22% year over year. Flatbed rates averaged $3.02 per mile, rising 3.4% week over week, up 0.3% from a year earlier. Van rates, however, averaged $2.18 per mile, down 5.6% week over week and slightly lower year over year.

But truckstop.com’s comparisons show that all hosting cities can expect a 20-25% increase in load volumes one to three weeks leading up to major events like the Super Bowl, Daytona 500 and Indy 500. However, the Super Bowl tends to cause the sharpest week-over-week jump occurring in the final week.

And while the inbound volumes into San Jose ahead of this year’s game are below those recorded in New Orleans, La., last year, they follow a similar pattern. Volumes typically start rising prior to the event, peak around a week before the game, and then decline once the Super Bowl is over.