Super Bowl is approaching and its another winner for broadcaster NBCUniversal, with all the ad spots for the 2026 game booked up in September 2025.
NBCUniversal is rumoured to have charged around $7 million for each 30-second spot, with the game regarded as a big opportunity for brands to gain visibility – in 2025 the broadcast attracted 127.7 million viewers in the United States alone across television and streaming platforms, making it the most watched Super Bowl to date.
And it’s become a viewing phenomenon Down Under as well. Australia’s Official Super Bowl LX Party will be held at Hickens Hotel in Melbourne from 8.30am on 9 February 2026. Pubs around the country are also promoting viewing parties.
This year’s Super Bowl will be played at Levi’s Stadium in California on 8 February 2026, with the teams facing off in the match still to be determined.
While slots during the broadcast have been in high demand among drinks advertisers in the past, this year Anheuser-Busch InBev appears to be the only alcohol company involved. It will showcase brands Michelob Ultra, Budweiser and Bud Light across two and a half minutes of national air time.
Anheuser-Busch Chief Commercial Officer Kyle Norrington said: “As one of the most prolific advertisers in Super Bowl history, our new spots will provide fans with the first look at what they can expect throughout this extraordinary year as our portfolio of brands show up to celebrate unparalleled events including the World Cup, the Winter Olympics, America’s 250th birthday and Budweiser’s 150th anniversary.”
Budweiser will celebrate its American pedigree and release a limited-edition Heritage Can Series pack featuring four different designs representing different eras of the brand’s history.
Its first teaser spot, “Stable” features five of the brand’s signature Clydesdale horses, while a second teaser titled “Foal” stars a small Clydesdale horse galloping across a field.
The Bud Light ad will feature celebrity partners who will do anything for the taste of the beer brand. Last year, the brand aired a 60-second spot that starred Post Malone, comedian Shane Gillis and NFL icon Peyton Manning, with the trio once again starring in 2026.
Michelob Ultra will spotlight America’s competitive spirit, highlighting its support of the Winter Olympic Games, which also includes Team USA-branded packaging.
The action-packed spot titled “The ULTRA Instructor” brings together Hollywood icon Kurt Russell and actor Lewis Pullman, making their Super Bowl commercial debut alongside Olympic gold medalist Chloe Kim and Olympian and NHL champion T. J. Oshie. Set on the slopes, the commercial is directed by Top Gun: Maverick and F1 filmmaker and action movie aficionado, Joseph Kosinski.
Oh, and a special non-drinks mention goes out to Hellmann’s, which has released its teaser, introducing a new character called Meal Diamond.
The short clip shows a backstage moment before a performance, with a sequined star enjoying a sandwich made with Hellmann’s mayonnaise, set to a very memorable, feel-good soundtrack …
