ProICE billboards in San Francisco's Embarcadero removed
Feb 04, 2026
The digital billboards supporting U.S. Immigration and Customs Enforcement that popped up in San Francisco’s Embarcadero have been removed, according to Fisherman’s Wharf officials on Wednesday.
The Fisherman’s Warf announced the billboards were removed, while also releasing a statement tha
t reads:
“Fisherman’s Wharf proudly celebrates the cultural diversity of our community. As a world-class destination, we welcome locals and visitors of ALL backgrounds and honor the many cultures that make the neighborhood vibrant.
We’re open and ready to welcome visitors from across the world for The Big Game!”
One of the advertisements in the digital billboard showed an ICE agent holding a trophy as “Defensive Player of the Year.” Another ad showed ICE agents in front of a border wall with the message: “Cheering because the home team started investing in defense.”
The ads prompted some outrage from football fans, who called them “sickening.”
“I’m from Mexican descent. I’m first generation here. So seeing this kind of stuff here, that breaks my heart,” Rosa Chavarria, a tourist, said. “Do you think I feel welcome to when it comes to that? Although I’m an American citizen, no I do not. It breaks my heart.”
They were paid for by a group called American Sovereignty.
...read more
read less