A group of British friends has turned an accidental overlap with the Super Bowl into an annual tradition, traveling to each host city to soak up the festivities without ever attending the game itself. Currently in San Francisco for the 2026 Super Bowl, they embody a unique blend of sports tourism and cultural exploration.
The tradition began in Miami in 2019 when a stag do, or bachelor party, for 23 friends coincided with the Super Bowl. They hadn’t planned to be part of the NFL spectacle, but quickly embraced the city-wide celebration and found it a perfect excuse for revelry. As Alex Bowles put it, they’re “just here for the booze and partying,” but more importantly, it’s a chance to reunite the friend group annually. For most, Miami served as their first exposure to American football, leaving them astonished by the length of gameplay and the enthusiasm for halftime performer Jennifer Lopez.
Since that inaugural trip, the group has visited several Super Bowl cities, forming distinct opinions about each. Los Angeles was a hit, but Las Vegas fell short because the casino-dominated environment overshadowed the Super Bowl atmosphere. “No locals,” noted Andy Albone, while Ian Potter added, “Vegas is about Vegas.” New Orleans, despite two members being robbed during their stay, remains their favorite for its vibrant energy and local charm. The COVID-19 pandemic interrupted the tradition a couple of times, but this year marks their fifth excursion.
Over the years, many in the group have become Kansas City Chiefs fans, drawn by their experiences, though they humorously agree that Taylor Swift would make a fun halftime performer. An exception is Adam Martin, who was already a San Francisco 49ers fan when the tradition started. Martin has taken on the role of educator, trying to explain American football rules to his mates, with mixed success. Ian Taylor admitted, “I’m still trying to understand it,” and Josef Gaylor joked about there being “about 19,000 players.”
Their adventures extend beyond football, offering a gateway into broader American sports culture. In Las Vegas, they attended an NHL game, and in San Francisco, they planned to see a Golden State Warriors NBA game. However, they haven’t fully grasped all nuances, as Martin learned when he wore a Los Angeles Dodgers jersey in San Francisco, only to discover the local rivalry. He now plans to save it for next year’s Super Bowl in Los Angeles.
Looking ahead, the group is already committed to continuing their tradition. Potter says, “Minute we get back, I’ll book it” for the Los Angeles trip. This annual pilgrimage has become more than just a party; it’s a cherished ritual that strengthens their bonds while allowing them to experience the unique hype surrounding America’s biggest sporting event.
Their story highlights how the Super Bowl transcends the game itself, creating a cultural phenomenon that attracts international visitors seeking camaraderie and celebration. As they navigate American sports fandom and city vibes, they represent a growing trend of experiential travel tied to major events. With plans firmly in place for future Super Bowls, this British group shows no signs of stopping their annual American adventure.
