New York City's Times Square is now known as Super Bowl Boulevard.
Bundled-up football fans were sliding down a giant Manhattan toboggan run Wednesday. It towers over the 13-block street fair that has taken over the city's busiest thoroughfare.
The shiny silver Vince Lombardi trophy made its debut in a glass case along the "boulevard." The trophy will be awarded to the winner of Sunday's game.
New York Giants' defensive end, Justin Tuck, carried the prestigious award from a truck to a trophy display area as hundreds of people watched.
People waited in frigid temperatures to get autographs from NFL players and milled about the many tents emblazoned with corporate logos.
Organizers expect more than a million people to visit during the coming days.