A local sports marketing executive has been tapped to lead the day-to-day operations for planning the 50th Super Bowl.
Keith Bruce, most recently the president of San Rafael-based SportsMark Management Group, will take over as the first CEO of the Bay Area Super Bowl Host Committee.
Bruce is the first staff hire announced since NFL owners in May awarded the committee with the February 2016 title game, which will be played in the San Francisco 49ers' new Santa Clara stadium. Super Bowl events will be spread out throughout the greater Bay Area, but most of them will take place in San Francisco.
The host committee, made up of local officials and dignitaries, said in a press release announcing the hire Tuesday that Bruce has previously helped manage marketing elements of the Super Bowl, Olympic Games, FIFA World Cup and NCAA Final Four. Most recently, Bruce and his firm were in charge of selling hospitality packages for the America's Cup this summer in San Francisco.
The CEO is in charge of leading a staff that will plan the Super Bowl and associated weeklong events -- including everything from safety plans to figuring out where everyone will stay -- while coordinating with the NFL.
"We want to establish a new legacy for the Super Bowl with this event," Bruce said in a statement. "We believe the San Francisco Bay Area is one of the world's greatest destinations, and if we can produce a Super Bowl that reflects that greatness, we think there will be more to come."
Contact Mike Rosenberg at 408-920-5705. Follow him at twitter.com/RosenbergMerc.