(Photo credit: Kirby Lee-Imagn Images)

The NFL's struggling Pro Bowl Games will move to the annual Super Bowl's host market, including this season's Super Bowl LX on Feb. 8 in the San Francisco Bay Area, Sports Business Journal reported on Thursday.

The traditional tackle football game was replaced with a skills challenge and flag football contest in 2023 after years of dwindling interest from players and fans -- reflected in record-low ratings in 2025, according to the report.

Though basic details have not been determined, per the report, the league hopes tying the all-star exhibition to the growing Super Bowl week of activities -- perhaps as a made-for-TV production rather than a live event -- will generate greater interest and participation.

The NFL responded to Sports Business Journal with statement confirming talks with ESPN, the NFLPA and individual players about a 'reimagined Pro Bowl for this season' without providing details.

'We'll share more in the coming weeks, but our focus is a best-in-class all-star event that celebrates the league's top players, deepens fan engagement and spotlights flag football -- especially in light of confirming player participation in the LA28 Olympic Games,' an NFL spokesperson said.

The event, normally a week before the Super Bowl at a different host market, does not have Feb. 1 nor a location locked in by the league or rights holder ESPN/ABC, Sports Media Watch reported earlier this week.

Aligning the markets into one could be more appealing to players selected to the Pro Bowl, especially if they have business obligations the week of the championship game. Another theory is that making the much less-prestigious Pro Bowl part of Super Bowl week is a better use of league resources.

The NFL has been looking to halt the Pro Bowl's decline after the game, which began in 1951, enjoyed success in earlier eras, particularly when hosted 30 straight years at Hawaii's Aloha Stadium (1980-2009). Orlando, another vacation destination market, hosted six of the last eight Pro Bowl games.

--Field Level Media