[jrref]

This is the way it is right now unfortunately. Many ask why do they upscale when most 4K TVs upscale? The reason is although most 4K TVs upscale, the TV's upscalling capability will vary. The more expensive the TV the better the upscalling capabilities. When the network upscales, your TV will have nothing or very little picture processing to do so everyone get's a "good" 4k image no matter which TV they have. They use this as an way to present the best possible video for those who are aware and to get you to pay extra for a special event like this. Just adds the the excitement.

Now, the next issue is although they are sending you a 4K video signal, do you have an app either on your TV or Streamer that can play the 4K video? Is the app you are using capable of 4K and are you paying for the 4K service if that's an option?

I saw this:
>>>>>
CBS says Paramount+ will offer a 1080p HD feed, but not 4K. This will certainly be a better picture than what most local CBS affiliates will provide, but it’s not 4K. (CBS affiliates broadcast live sports in 1080i HD, which is not as sharp and vivid as 1080p HD.)

That means the Super Bowl will only be available in 4K on special 4K channels provided by pay TV services such as DIRECTV, DIRECTV Stream, Optimum, Comcast, YouTube TV and Dish.
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And note, you need the premium 4k paid service to see 4K on YouTubeTV which many don't subscribe to.

Because 4K resolution takes up so much more bandwidth than 720 or 1080P even though it's compressed, it's going to be a while before the technology is deployed to be more common place.