New York City's Times Square is now known as Super Bowl Boulevard.
The 13-block street fair features a giant toboggan run, a merchandise shop and a place for fans to try kicking field goals, among other activities.
It also features a concert venue called the "NFL Experience."
On Wednesday afternoon, the Vince Lombardi Trophy makes its debut along the "boulevard." The trophy will be awarded to the winner of Sunday's big game.
New York Giants defensive end Justin Tuck will carry the prestigious award from a truck to a trophy display area. The crowd will be serenaded by a marching band.
Organizers expect more than a million people to visit the boulevard during the coming days.