By Beth Schnitzer—
There are weeks when sport entertains us. And then there are weeks when it reveals itself. February delivered both. Super Bowl week brought spectacle to the Bay Area: a collision of culture, leadership, philanthropy, and football electricity. From the Super Bowl Experience floor to intimate gatherings of executives, chefs, artists, and changemakers, the NFL’s biggest stage reminded us how vast the business and influence of sport has become.
And then, almost seamlessly, the focus shifted from spectacle to soul.
As the Winter Olympics opened, I found myself in San Ramon surrounded by 37 Olympians—medals in hand, stories still vivid—watching a new generation step onto the world stage. The energy was quieter, emotional, reflective. If Big Game week showcased sport’s scale, the Olympics revealed its humanity. And when Oakland’s own Alysa Liu captured gold, it became the perfect bridge between those two worlds: global triumph with hometown heart.
Leadership on the Biggest Stage
Big Game week may be a spectacle, but it is also about who shapes the stories behind it. One highlight was celebrating my friend Michele Zarzaca, honored at the Adweek Most Powerful Women in Sports awards. The program recognized 35 women reshaping the business of sports.
As Director of Sports Broadcast Talent Relations at Warner Bros. Discovery, Michele architected and negotiated the NHL on the TNT talent roster—a bold mix that drove ratings growth and earned a Sports Emmy nomination. She continues to elevate on-air voices while encouraging authenticity, redefining how NHL coverage looks and feels. To toast her afterward—a Georgia Tech alum with long ties to our family dating back to my brother Ray’s college basketball days—was especially meaningful.
Super Bowl Experience: Color, Culture, Community
When the NFL took over Moscone Center, the Super Bowl Experience became a football theme park—interactive games, autograph stages, brand activations, and decades of history under one roof.
At the media preview, I met Bay Area artist Erin Fong, whose immersive installation explored the healing power of color. Vibrant pinks, blues, and oranges framed quotes from NFL coaches and players. One lingered: “You can’t write a better story than yours.” Surrounded by her radiant palette, it felt bold and deeply personal (and pink is my favorite color!).
Nearby, the Wilson interactive exhibit traced nearly 60 years of Super Bowl history through rows of commemorative footballs with the championship logos, while fans customized their own. And one of the most meaningful activations of the week was the Pride Flag Football Clinic hosted by Pride House San Francisco, the SF LGBT Center, and the National Gay Flag Football League. Youth athletes, families, and allies gathered with coaches from USA Football and the San Francisco Gay Flag Football League—proof that even in football’s grandest moment, there is room for everyone.
Don Shula High School Coaches of the Year
Presented by Jersey Mike’s and recognized by the NFL, the award honors one coach from each conference who best represents character, integrity, leadership, community dedication, commitment to player protection, and on-field excellence. At the Super Bowl media center, I had the opportunity to speak with both honorees.
Dylen Smith of Palisades Charter High School led his team through devastating fires that destroyed their field and facilities, yet still completed a perfect 10–0 regular season. His pride wasn’t in the record alone, but in how his players responded to adversity.
Dave Ettinger of Garden City High School finished 12–0, extending his remarkable 119–3 record and capturing a fifth consecutive Long Island Class II championship. After more than a decade at the helm, his focus remains squarely on the development of young men both on and off the field.
Both coaches were incredibly humble and deeply touched to be in the Bay Area during Big Game week. When I asked what advice they would offer parents of student-athletes, they shared a simple truth: “Football is preparing them for life.” That sentiment resonated deeply.
Speaking with them reminded me of my own parents—both high school coaches—and how mentorship shapes lives long after the final whistle. Thank you, Coaches.
Culinary Kickoff: Football With Purpose
My dear friend Chrissy DeLisle, CEO and Founder of Culinary Kickoff, celebrated the 12th annual event at PABU Izakaya in San Francisco, partnering with Chef Michael Mina. What began over a decade ago has grown into one of Big Game week’s signature kickoff celebrations, traveling to each host city. This year felt especially meaningful; it was truly the best one yet!
I was proud to see longtime supporters John Anthony Wines & Spirits and Bricoleur Vineyards among the many beverage partners. Both are major champions of the V Foundation and philanthropic culinary initiatives. I’ll see them again next month at the Sonoma Epicurean in March, another gathering where wine, food, and philanthropy intersect.
NFL Hall of Famers Charles Woodson, Marshall Faulk, and Warren Moon joined chefs, executives, and community leaders in support of the V Foundation.
Chef Lasheeda Perry’s Irish coffee cookie shooters with salted caramel and delicate 24-carat gold were unforgettable. The indoor-outdoor celebration pulsed with music and energy, bringing together sport and hospitality in a way only the Bay Area can.
Culinary Kickoff remains the true kickoff of Big Game week that everyone wants to attend.
Taste of the NFL
Another standout culinary celebration was the Taste of the NFL at the Hibernia Bank Building. It blended terrific tasting stations and a lively main stage—all to support GENYOUth’s mission to end student hunger.
I loved seeing chefs Spritz works with on different client programs, including Tyler Florence, Nelson German, and Paul Iglesias, alongside NFL legends and my good friend Eric Wright, a legendary San Francisco 49er. Food, football, philanthropy—the event extended the impact far beyond the football field.
When Spectacle Turned to Soul
As Big Game week closed, I joined an NBC Olympics Opening Ceremony watch party at The Lot in San Ramon. Thirty-seven Olympians stood together, medals passed hand to hand, memories alive.
Olympic gold medalist Kristi Yamaguchi attended—her 1992 gold medal remains one of the defining moments in U.S. figure skating history—a performance marked by precision and composure that set the modern standard on Olympic ice. To stand beside her decades later, witnessing the next chapter unfold, felt like experiencing the full arc of legacy in real time. I’ve had the privilege of knowing Kristi for more than two decades and Spritz has proudly partnered with her Always Dream Foundation; her work empowering young readers is truly incredible.
And then came Oakland’s own Alysa Liu.
When Liu captured gold, she became the first American woman to win Olympic figure skating gold since Sarah Hughes in 2002—a moment I vividly remember watching in Salt Lake City. To witness that history repeat itself more than two decades later, and to know the champion grew up in Oakland, felt deeply personal. I cried with tears of joy.
Her performance was fearless, fluid, and joyful. In a sport defined by razor-thin margins and immense psychological pressure, Liu skated with freedom. Everyone could feel it.
Coming off last month’s reflection on the mental weight Olympic athletes carry, it was striking to see her not blink under the pressure. The Olympics demand perfection in seconds. And yet, I feel that what resonates most are the human moments: the deep breath before music begins, the tears after the final score, the embrace with teammates, coaches, and competitors.
Amber Glenn, proudly representing the LGBTQ+ community, rebounded from a difficult short program to deliver a poised and elegant long program, finishing fifth. I absolutely loved her program. Her composure embodied resilience beyond podium placements.
Lindsey Vonn returned from retirement at 41, driven by competitive fire. Elana Meyers Taylor, also 41, captured her first Olympic gold in monobob in her fifth Olympic appearance—a mother of two proving longevity and elite performance can coexist.
From cross-country skiing to freestyle aerials, from bobsled to curling, I found myself glued to NBC’s coverage. Sports I rarely follow became essential. In those moments surrounded by Olympians reliving their own journeys, I realized that the Olympics don’t just showcase greatness; they connect generations, redefine possibility, and remind us that resilience at any age is the most powerful medal of all. Maybe it’s time I try a winter sport!
What’s Ahead in the Bay Area
The Golden State Valkyries tip off their preseason opener against the Seattle Storm on April 25 at 5:30 pm, followed by their home opener on Sunday, May 10 at 5:30 pm against the Phoenix Mercury.
Bay FC will return to the pitch for its Spring Series, hosting Ottawa Rapid FC on Friday, April 17.
Final Thoughts
Spectacle may fill arenas, but resilience, leadership, inclusion, and joy are what endure. From the Bay Area to the world stage, February proved that sport is both a global enterprise and a deeply personal story. I’ll miss these two remarkable weeks of cheering on Team USA and celebrating athletes from around the world—a powerful reminder of how connected we truly are.
Signing off from the Bay—where passion meets the play.
https://www.nfl.com/super-bowl
https://www.bricoleurvineyards.com
https://discoversanramonca.com/
https://www.milanocortina2026.org
Beth Schnitzer, the former President of WISE (Women in Sports and Events), is the Co-Founder and President of Spritz: https://spritzsf.com/
Beth’s Bay Area Sports Beat
Published on February 26, 2026
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