Talking about advertising at sporting events inevitably means thinking about the Super Bowl. There is no other event capable of concentrating such a volume of global audience, social conversation and creative pressure into just a few hours. For brands, being present at the Super Bowl is not just about buying advertising space: it is about entering popular culture.
The 2026 Super Bowl once again confirms why this event remains the advertising industry’s greatest laboratory, combining technological innovation, new consumption habits and an unprecedented escalation in investment.
Advertising beyond traditional television
One of the major changes in sports advertising is audience fragmentation. Not all viewers experience the event in the same way anymore, and Super Bowl 2026 reflects this perfectly.
NBC is well aware of this, which is why it will broadcast the game both on linear television and via streaming. Notably, viewers who follow the match on Peacock, NBC’s streaming platform, will be shown different adverts from those aired on conventional television.
This approach confirms a clear trend: streaming not only extends the reach of the event, but also allows for better message segmentation, contextual adaptation and new opportunities for brands that previously could not access this type of showcase.
Multi-million-dollar investments in search of cultural impact
The Super Bowl remains the place where brands are willing to bet big. Some companies have paid more than 10 million dollars for a single advertising slot, according to Mark Marshall, NBC’s global head of advertising. Far from seeming excessive, this figure follows a clear logic: the Super Bowl is not measured solely in audience numbers, but in memorability, virality and post-event conversation.
Adverts do not end when the final whistle blows. They are discussed on social media, analysed by specialist media and turned into case studies for years. For many brands, this “afterlife” of an advert is even more valuable than its initial impact.
The power of celebrities as brand accelerators
Brands know that in just a few seconds they must deploy heavy artillery and every available tool and resource to be memorable. That is why, in 2026, the use of international stars once again becomes a key lever for maximising campaign reach. The presence of well-known figures allows adverts to transcend the event itself and connect with audiences beyond the core sports target.
This year’s edition features Sabrina Carpenter in Pringles’ campaign, as well as a collaboration between Rumi, from the K-pop phenomenon Demon Hunter, and Liquid IV. These partnerships not only boost brand awareness, but also facilitate organic distribution across social networks and digital platforms, where fans spontaneously amplify the message.
Sectors dominating the advertising line-up
As is usually the case, certain sectors lead advertising investment during the Super Bowl. According to Marshall, the main protagonists in 2026 are once again:
The technology sector, with messages focused on innovation, artificial intelligence and connectivity.
The pharmaceutical sector, increasingly present at large-scale mass events.
The wellness sector, which connects directly with healthy lifestyles and self-care — a narrative closely aligned with sport.
This combination reflects how the Super Bowl acts as a mirror of the social and economic priorities of the moment.
NBC’s head of advertising also explained that approximately 10% of Super Bowl adverts were allocated to local advertisers — a strategy that, on Peacock, was sold at a discount compared to traditional television slots.
Event package strategies
NBC, owned by Comcast, has taken its commercial approach one step further. The network did not simply offer advertising slots for the big game, but created packages combining the Super Bowl with other major sporting events.
In the same month, NBC will also broadcast the Winter Olympic Games and the NBA All-Star Game, enabling brands to design strategies of sustained presence, reinforcing messages and optimising investment. This approach confirms that advertising in sporting events is no longer conceived in isolation, but as part of large-scale impact ecosystems.
The halftime show: an event within the event
If adverts take centre stage, the halftime show is the night’s great emotional catalyst. At Super Bowl 2026, Bad Bunny’s headline role in the halftime performance adds an extra layer of global appeal, particularly among younger and Latin audiences.
The halftime show not only boosts viewership, but also multiplies the visibility of brands directly or indirectly associated with the event, reinforcing the Super Bowl’s cultural status.
Much more than American football
Year after year, the Super Bowl proves that advertising at sporting events is a branding, innovation and storytelling tool that is hard to match. In 2026, the combination of streaming, segmentation, celebrities, record-breaking investments and multi-platform strategies confirms that this event continues to set the pace for the industry.
For brands, the Super Bowl is not just a game: it is the moment when advertising stops interrupting and becomes part of the spectacle. And that is precisely where its true power lies.