The NFL season is in full swing and brands and industry insiders are already sharing plans for Super Bowl LX.
The game will be held in Levi’s Stadium in Santa Clara, home of the San Francisco 49ers. NBCUniversal said it has sold out its ad inventory for Super Bowl LX, which will run on NBC, Peacock and Telemundo on February 8, 2026. Apple Music is sponsoring the half time show, which will feature Bad Bunny.
Here is what brands have planned so far.
Michelob ULTRA, Budweiser and Bud Light
As the Official Beer Sponsor of the NFL for over 20 years, Anheuser-Busch will be back at the Super Bowl this year. Michelob ULTRA, Budweiser and Bud Light are running ads during the broadcast. Budweiser is returning to the game with a spot that honors its legacy in American culture to mark the brand’s 150th anniversary and America’s 250th anniversary.
In addition to buying a Super Bowl ad, the beer company will be activating in San Francisco on Friday February 6 ahead of the game with the “Bud Light Presents Post Malone & Buddies” event.
Pringles
Pringles is returning to the big game for the ninth consecutive year with a new spot developed with AOR BBDO New York. The ad will star pop singer Sabrina Carpenter and play into the new “Once You Pop, The Pop Don’t Stop” creative direction of the brand. The :30 second spot will air in the 3rd quarter.
Kinder Bueno
Kinder Bueno has dropped a teaser for its :30 Super Bowl ad. The ad supports the brand’s “Yes Bueno” platform, positioning the brand as the antidote to everyday disappointments.
“Making our big game debut represents a transformative moment for Kinder Bueno as we accelerate our growth in the U.S. market,” said Chad Stubbs, CMO of Ferrero North America. “By owning this phrase and flipping its meaning, we’re creating a new brand language that positions Kinder Bueno as the go-to irresistible treat.”
Image courtesy of Squarespace
Squarespace
Squarespace is returning to the Super Bowl for the 12th time. The :30s spot will air between the first and second quarters.
Past ads from the brand have featured talent including: Martin Scorsese, Adam Driver and Zendaya. This year’s campaign will continue that legacy, the brand said.
Tree Hut
Naterra brand Tree Hut, known for its viral TikTok scrubs, is making its Super Bowl debute this year. The spot will support the brand’s “Uncontain Yourself” campaign and will feature the song “Sugar, Sugar.”
Poppi
PepsiCo brand Poppi has confirmed plans to return to the Super Bowl.
Uber Eats
Uber Eats has confirmed plans to return to the Super Bowl for the sixth consecutive year with a new ad campaign. The brand is working with creative agency partner Special US on the work.
Instacart
Instacart is returning to the Super Bowl for the second year in a row with a new spot created with Instacart’s internal creative agency Local Produce, BBDO and McCann.
“After the tremendous response to our first-ever Super Bowl campaign in 2025, returning in 2026 was a logical decision for the business. Last year’s campaign, ‘We’re Here’ broke through in culture and delivered real results, driving growth in orders, new customers, and engagement across the board for Instacart and our CPG partners,” said Instacart CMO Laura Jones. “We’re thrilled to build on that momentum and bring Instacart back to the Big Game for a second year, finding a fresh way to delight fans and continue accelerating our growth.”
eos
Skincare brand eos is running its second Super Bowl ad.
Come Near
Come Near will be running its “He Gets Us” evangelical Christian message at the Super Bowl. This is the fourth time the campaign will run during the big game. The first year that the campaign ran, it was funded by The Servant Foundation but Come Near acquired the campaign in 2023. The :60 spot will air during the second half of the game. LERMA/ is the lead creative and media agency for the campaign.
PepsiCo brands (Pepsi Zero Sugar, Poppi & Lay’s)
PepsiCo has revealed that three brands – Pepsi Zero Sugar, Poppi and Lay’s – will “appear in ads” during Super Bowl LX, according Adweek.
TurboTax
Intuit’s TurboTax is returning to the Super Bowl for the 13th time to promote its wares ahead of tax season.
Bosch
Following its first Big Game debut in 2025, Bosch is returning to the Super Bowl in 2026 with an ad in the second quarter.
“Returning to the Big Game is a powerful and exciting milestone for Bosch,” said Boris Dolkhani, Bosch CMO, in a statement shared with Brand Innovators. “Last year’s debut sparked immediate momentum, and we’ve seen that energy translate into stronger retail demand and brand awareness. This year, we’re building on that success with work that pushes creative boundaries even further – bringing in a fresh face and dialing up the humor to deliver a new chapter of #LikeABosch that viewers won’t forget.”
Dove
Dove is returning to the Super Bowl for the third year in a row with a new :30 spot that will run during the second quarter. The Unilever brand’s ad will focus on the brand’s mission to empower girls in sports with confidence.
“Sports have the power to build confidence, resilience and joy, yet body pressures continue to push too many girls out of the sports they love,” said Marcela Melero, chief growth officer, Dove Personal Care & Masterbrand in North America, in a statement shared with Brand Innovators. “That’s why we’re returning to football’s biggest night to lift up their body confidence and shout: You’re amazing. You’re strong. You belong.”
SVEDKA Vodka
Sazerac’s SVEDKA Vodka brand is creating its first-ever Super Bowl commercial. The spot is also first time a vodka brand has run a Super Bowl ad in more than 30 years. AI will play a roll in the spot, which will feature robots.
“This is an exciting moment for Sazerac and SVEDKA,” said Sara Saunders, chief marketing officer at Sazerac, in a statement. “Our ad will blend human creativity and dance moves with modern technology; we can’t wait for fans across the world to see it all come to life this February on advertising’s biggest stage.”
Cadillac
Cadillac has confirmed plans to use the Super Bowl as a platform to unveil the livery of its new Formula 1 car.
Liquid I.V.
Liquid I.V. is headed to the Super Bowl for the first time ever. The spot will run during the first half of the game.
“We’re here to flip the script on what wellness looks like in culture,” said Stacey Andrade-Wells, chief marketing officer at Liquid I.V., in a statement. “On the biggest stage in American sports, we’re showing up to remind the world that hydration isn’t optional. It’s essential.”
Hellmann’s
Hellmann’s Mayonnaise is returning to the Super Bowl for its sixth consecutive season with a new :30 spot. This year’s creative is led by VML.
“Over the past six years, we’ve worked to build a meaningful presence within football culture, and returning to the Big Game reflects our commitment to celebrating fans of all kinds over a common love for game day dishes,” said Jessica Grigoriou, SVP Marketing, Condiments at Unilever North America. “This year’s ad is all about delivering the kind of unexpected fun people love from Hellmann’s. We’ve re-imagined a mealtime moment and turned it into something unforgettable. It’s a fresh reminder that great taste can enhance the enjoyment of any moment and has the power to bring people together.”
RITZ
RITZ will return to the Super Bowl next year, with a :30 spot airing during the third quarter. This will mark the third consecutive year that a Mondelēz International snack brand will show up during the big game.
Created with The Martin Agency, the brand’s new spot will be directed by Dan Opsal, and produced by Hungry Man and Publicis Production.
“For over 90 years, the RITZ Brand has brought connection to family tables,” said Steven Saenen, category president, savory snacking at Mondelēz, in a statement. “Although we’re immensely proud of this legacy, we’re equally committed to delivering on cultural impact and relevancy for this iconic brand. Returning to the world’s biggest advertising stage allows us to make a bold statement in this moment.”
NERDS
Ferrara’s NERDS brand is returning to the Super Bowl next year for the third year in a row. The brand launched at the big game in 2024 with a spot featuring Addison Rae. Last year, the company returned with Shaboozey.
“In 2026, Nerds is coming back bigger and bolder, and our whole team is ready to deliver unforgettable moments our fans crave and introduce millions more to the ultimate game day treat,” said Greg Guidotti, CMO of Ferrara, in a statement shared with Brand Innovators. “What we have planned for 2026 is next level … and something everyone’s taste buds will be craving!”
Novartis
Novartis became the first-ever corporate pharmaceutical partner of the NFL this year and they are reportedly advertising in the game next year. The company ran a Super Bowl ad in this year’s game with a spot building awareness around the importance of getting screened to prevent bad outcomes with breast cancer. The spot starred Hailee Steinfeld and Wanda Sykes and encouraged routine screenings.
“At the heart of this first-of-its-kind partnership is the ambition to educate and mobilize communities to detect cancer and other diseases early, broadening health solutions beyond medicine,” said Victor Bultó, President US, Novartis, in a statement, shared with Brand Innovators. “With its nationwide fan base and demonstrated commitment to health advocacy, the NFL is a powerful partner for igniting critical health conversations at an unmatched scale. Together, Novartis and the NFL are working toward leveling the playing field against serious health conditions, empowering every fan to proactively manage their health.”
AdAge reports that the brand is working with Publicis Groupe’s Fallon to lead the creative.
Ferrero North America
Ferrero North America is reporting going to the Super Bowl in 2026 with a $100 million spend on campaigns tied to the Super Bowl and the World Cup. The news comes as the brand has plans for new product innovations through the fall of 2025 and spring of 2026.
Ferrero North America today announced a landmark investment of more than $100 million in groundbreaking marketing campaigns centered on the Big Game and Soccer’s Global Championship. This investment represents the company’s largest global marketing commitment to date and will aim to establish deeper connections between its diverse portfolio and American consumers.
“The investment marks a defining moment for Ferrero in North America,” said Michael Lindsey, president and chief business officer of Ferrero North America, in a statement. “We’re going ‘All In’ on these transformational campaigns because we recognize the incredible opportunity to showcase our brands amid the world’s biggest cultural moments. This is not just our most historic marketing investment ever, but our boldest statement of confidence in our North American growth trajectory and our commitment to continue making Ferrero and its brands household names across America.”
Grubhub
Grubhub will be debuting at the Super Bowl for the first time ever next year. The company has tapped Oscar nominated director Yorgos Lanthimos to direct the spot.
“Twenty years ago, we connected diners to their favorite local eats, and now we’re entering a new era,” said Marnie Kain, vice president, head of brand at Grubhub. “Our first-ever national Big Game spot is the most definitive signal of our renewed investment in the Grubhub brand and a massive brand refocus for the category we helped build. The Big Game is where brands make their biggest statements, and we can’t wait to remind America why we are the authority in food delivery and what that means for our future.”
Liquid Death
Liquid Death will return to the Super Bowl with a spot in next year’s game.
