The South Bay has always been the home of great beaches, fine art and culture. But over the last decade, it has also transformed into a hub of state-of-the-art sports and entertainment venues and will soon serve as an axis for major events such as the FIFA World Cup 2026, Super Bowl LXI and the 2028 Summer Olympic and Paralympic Games. On March 26, 2026, the South Bay Cities Council of Governments (SBCCOG) explores this topic at its 26th General Assembly titled, “Let the Games Begin: How Sports and Entertainment are Shaping the South Bay.”