The Seattle Seahawks will take on the New England Patriots at Super Bowl 2026 on 8 February, but one of the most anticipated parts of the action will be off the field: the ad spots.

Head of global advertising for NBCUniversal Mike Marshall told Bloomberg some ad slots for the game have sold for $US10 million.

That’s a lot of moolah, but 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.

Australia is also a significant global market for American football, with a growing fan base of 6.6 million across the country. The NFL’s first-ever regular season game in Australia will be played at Melbourne Cricket Ground in September 2026, with the Los Angeles Rams as the designated team.

ESPN has launched a new tongue-in-cheek campaign encouraging fans in Australia and New Zealand to ‘Have a Siiiiick Day’ for Super Bowl LX’ so they can tune in to the game.

The campaign sees ESPN star Stephen A. Smith call on NFL fans to enjoy a ‘Siiiiick Day’, declaring: “Australia – you work hard all year. Take one day off for greatness – Super Bowl Monday is going to be a siiick day.”

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.

Jacksons on George will host Sydney’s ultimate Super Bowl viewing party in collaboration with 4 Pines Brewery, which will launch its new 4 Pines American lager at the event.

Pinnacle Drinks Senior Brand Manager Beer & Cider Hugh Jellie said there has been a consistent year-on-year trajectory in viewership and engagement of Super Bowl.

“In 2026, the ‘Big Game’ has officially crossed over from a niche sporting event to a mainstream cultural tentpole in Australia,” he said.

“While the core NFL fanbase is loyal, it’s the ‘event-seekers’—those drawn to the halftime spectacle and the premium social atmosphere—that are driving the current growth.”

It’s a massive year for Pabst Blue Ribbon, which is launching onto shelves at BWS and Dan Murphy’s around the country just in time for the big game.

“Aussies are moving away from generic international lagers and toward brands with a genuine story. Pabst resonates because it’s the ‘Original Blue Ribbon’, it carries a heritage-cool factor that feels effortless,” Jellie said.

“Specifically, Pabst is connecting with young adults through its retro appeal and ‘rule-breaking’ approach. In a world of polished corporate brands, Pabst celebrates a generation of drinkers who avoid formalities and don’t take themselves too seriously. It’s the “no-nonsense” choice for those who value substance over status, making it the perfect fit for the laid-back, inclusive nature of an Australian Super Bowl party.”

The drinks ads screening in the US

On screen in the US, Anheuser-Busch InBev will showcase brands Michelob Ultra, Budweiser and Bud Light across two and a half minutes of national air time.

To celebrate the brand’s milestone 150th anniversary, Budweiser will return to the Super Bowl with ‘American Icons’, a spot that honours its deep-rooted American heritage and features the iconic Budweiser Clydesdales in their 48th national appearance on the Super Bowl stage, alongside a Bald Eagle.

Budweiser SVP of Marketing Todd Allen said: “As we celebrate Budweiser’s 150th anniversary and America’s 250th birthday, we knew we had to rise to the occasion in a way only Budweiser can. ‘American Icons’ brings our heritage to life through powerful storytelling with the Budweiser Clydesdales and an American Bald Eagle. This year’s spot will leave fans awestruck and proud to enjoy a Budweiser as they celebrate our shared milestone moments.” 

Here’s how AB-Inbev describes the ad: “American Icons” opens with a Clydesdale foal peering from its stable. He emerges to explore the world beyond before spotting a baby bird. Curious, he approaches, but turns away as “Free Bird” by Lynyrd Skynyrd begins to play while the bird looks on longingly, eager to befriend him. When a storm rolls in, the foal returns, standing over the bird to shield it from the rain, marking the beginning of a lasting friendship. 

“A montage follows their journey as they grow up, side-by-side. They learn from one another, overcoming obstacles as a team. One day, the bird perches on the Clydesdale’s back, flapping its wings in an attempt to fly with help from the galloping horse. Despite the effort, the bird can’t quite fly yet, and nearby farmers, including Brian Fransen, a real-life Budweiser barley farmer, look on, amused by the bond. 

“As time passes and “Free Bird” swells, the now-grown Clydesdale charges forward, sure-footed and graceful as he triumphantly leaps over a log in a moment of earned confidence and strength. hen, behind him, a breathtaking wingspan unfurls as an American Bald Eagle takes flight, revealing in an inspiring, chill-inducing moment that the Clydesdale’s once-small companion was the iconic American symbol all along.  

Alrighty then, brace yourself for those chills …

As for the Bud Light ad, it sees the return of last year’s stars Post Malone, comedian Shane Gillis and NFL icon Peyton Manning, who reunite at a wedding for this year’s Super Bowl commercial.

“Keg” finds Post Malone, Shane Gillis and Peyton Manning mingling at a wedding when, suddenly, a Bud Light keg breaks loose and starts rolling down a steep hill outside the venue. Knowing the Bud Light keg is key for a wedding, we see the great lengths people will go for Bud Light as the entire wedding party – celebrity guests included – slide, tumble and roll down the hill as Whitney Houston’s legendary “I Will Always Love You” plays in the background. With most guests ending up at the bottom in dirty suit jackets and scuffed-up cowboy hats, Shane Gillis comes out unscathed after casually walking down the hill to save the day as the Bud Light keg is heroically tapped and the celebratory drinks start flowing.

Post Malone, a Bud Light partner of nearly 10 years, said: “I haven’t been to too many weddings, but this was one I definitely couldn’t miss! It’s always a party on set with Bud Light and I was stoked to reunite with my boys and return for my fifth Super Bowl commercial with Bud Light.”

Shane Gillis, actor and comedian, said: “Doing a second Super Bowl commercial with Bud Light this year was great. I was glad to hang out with Post and Peyton again for this one.”

Peyton Manning, Pro Football Hall of Famer, said: “Nobody does Super Bowl like Bud Light, so getting to be part of their commercial for the third year in a row was incredible. It’s always a good time when Post, Shane and I get together, and this wedding is going to be the can’t-miss event of Super Bowl Sunday.”

Here’s the ad …

Michelob Ultra’s ad combines two of the biggest cultural moments of the year in America – the Super Bowl and the Olympic Winter Games. 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.  

Ricardo Marques, SVP of Marketing for Michelob ULTRA, said: “As the Official Beer Sponsor of Team USA and a staple in the Super Bowl, Michelob ULTRA is uniquely positioned to connect with fans as a superior light beer that lives at the intersection of sports and culture. With all eyes on the world’s top athletes this February, we are excited to start the year strong with campaigns that celebrate competition, Team USA and the moments worth playing for.”   

The 60-second spot follows Russell as a legendary instructor who coaches Pullman’s character on how to unlock his competitive edge and outplay his friends when Michelob ULTRA is at stake. As Pullman levels up on the ski slopes, to the soundtrack of Survivor’s The Eye of the Tiger, he surprises even the most elite athletes, proving anyone can rise to the moment when there’s something worth playing for. 

Pepsi has unveiled its Super Bowl LX spot, “The Choice,” directed by Academy Award–winning filmmaker Taika Waititi.

“The Choice” follows a cola-loving polar bear who steps up to the iconic Pepsi Challenge and, with only taste on the table, chooses Pepsi Zero Sugar over Coke Zero Sugar. Set to Queen’s anthemic “I Want to Break Free,” the polar bear’s initial shock of his choice quickly turns into a journey of self-discovery, as he confronts long held assumptions and unapologetically celebrates his newfound identity as a Pepsi lover.

“I love a good challenge, so I jumped at the chance to take part in what many consider the biggest pop culture competition outside of Streaming vs. Theatrical,” said Waititi. “I’m honoured to play a small part in the Pepsi legacy – and the iconic Cola Wars.”

Oh, and a special non-drinks mention goes out to Hellmann’s Mayonnaise, which has released an ad that introduces a character called Meal Diamond in a spot starring Elle Fanning and Andy Samberg …