Super Bowl LX will be played on February 8, 2026. As usual, the advertising during the game will be in the spotlight as consumer companies look to create buzz. All the ad inventory for this year’s Big Game sold out early, with 30-second spots fetching around $7 to $8 million per 30 seconds for NBCUniversal (CMCSA).
Grubhub will air its first-ever national Super Bowl commercial in 2026. The spot will reintroduce the brand after its acquisition by Marc Lore’s Wonder Group. The campaign is framed as a reset in a category dominated by DoorDash (DASH) and Uber Eats (UBER). Wonder’s broader vertically integrated food ecosystem now includes Blue Apron and Tastemade.
Cadillac (STLA) will use a Super Bowl LX TV spot to reveal the livery of its first Formula 1 car. The ad will serve as a high-profile introduction of Cadillac F1, which is being backed by General Motors (GM) and TWG Motorsports. Cadillac F1 has been formally approved by the FIA and Formula One (FWONA) (FWONK) (FWONB) management to join the World Championship from the 2026 season.
Unilever’s (UL) Liquid I.V. brand will also make its Super Bowl debut with a spot that attempts to reframe hydration as a “game-winning play” rather than a wellness fad. The brand’s chief marketing officer said the spot is designed to “flip the script on what wellness looks like,” using the Super Bowl stage to normalize electrolyte and performance-oriented hydration.
Sazerac is taking its Svedka vodka brand to the Big Game for the first time. The advertisement is expected to be one of the first spots created primarily with generative AI. The creative revives SVEDKA’s mid-2000s “Fembot” mascot—returning after roughly a 12-year hiatus.
The Super Bowl is expected to be watched by over 130 million viewers across TV and streaming. Close to 65% of the U.S. population is expected to watch at least some of the game.