NEW YORK - New York City's Times Square is now known as Super Bowl Boulevard. 

Bundled-up football fans can slide down a giant Manhattan toboggan run. 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 earlier this week in a glass case along the "boulevard." The trophy will be awarded to the winner of Sunday's game.

Organizers expect more than a million people to visit during the coming days.