The 30-second spot, paid for by nonprofit advocacy group Invest America, is set to air during the Super Bowl‘s pregame broadcast on Sunday.
As many as 100 million viewers could tune into the live game, making it prime airtime for advertisers. Thirty seconds of airtime during the event can cost as much as $10 million, according to Bloomberg News.
“This Sunday, on the world’s biggest stage, we’ll remind the nation that the American dream begins with our kid,” Invest America said when it posted the ad preview on X Thursday.
This Sunday, on the world’s the biggest stage, we’ll remind the nation that the American dream begins with our kids.🇺🇸
— Invest America | Trump Accounts (@InvestAmerica24) February 5, 2026
Trump administration officials have touted the tax-deferred investment vehicles as a way for young Americans to save money to eventually buy a home, fund their education, start a business and other purposes. The accounts could also be used to help save for retirement, Treasury Secretary Scott Bessent recently said.
The federal government is seeding Trump Accounts, which were created under the Republicans’ “big, beautiful bill” tax and spending act, with a one-time $1,000 donation. A number of major U.S. corporations have also pledged to contribute to the plans on behalf of their employees.
The accounts are available to children who have U.S. citizenship and who are born between Jan. 1, 2025, and Dec. 31, 2028.
The ad highlights the benefits of starting to invest early, along with some of the financial milestones supporters of the accounts said they can help young people achieve. “I can save for a house,” said one child in the ad, while another added, “Sign me up.”
If you don’t tune into the Super Bowl performances and commercials in between the plays, this may be a great year to start.
If you don’t tune into the Super Bowl performances and commercials in between the plays, this may be a great year to start.
A big reason has to do with the halftime show, during which Puerto Rican superstar Bad Bunny is set to sing entirely in Spanish. He’ll be the first solo headliner to do that.
“This is something you’ve never really seen in a Super Bowl. This is the first time ever something of this caliber is happening,” Virginia Tech marketing expert Donna Wertalik said. “I feel like this is the year for cultural relevance.”
Companies want to take advantage of the moment, and get commercials in front of the wide range of people who will be watching.
“We’ve got more than big brands, we’ve got a lot of new brands this year, which is really interesting,” Wertalik said.
A 30-second ad during Super Bowl 60 costs about $8 million. So, is it worth it?
Many companies use their Super Bowl commercial as a launching point for a major ad campaign, Wertalik said.
“This is the tipoff of it, and then they’ll run much of this throughout the rest of this year … getting a lot of value out of that one spot.”
She’s already seen many of the ads, and said the audience can expect them to feature a lot of artificial intelligence and funny celebrities.
The commercials may stick in your head, but will you remember the products they’re trying to sell?
“A lot of brands suffer from that,” Wertalik said.
For instance, you may remember a funny car commercial, but can’t remember which car it was trying to get you to buy.
Something Wertalik will be tracking is whether what she calls the “Taylor Swift effect” is continuing.
Swift has attended Kansas City Chiefs games to support tight end Travis Kelce, her fiance. Those appearances got more women interested in the NFL.
“A lot of women started watching it, and brands started getting engaged and saying we have a lot of people here … that are new audience members,” she said.
The Chiefs didn’t make the Super Bowl this year, and that has Wertalik wondering: “Do those women and young girls still stay? It will be interesting to look at that.”
Get breaking news and daily headlines delivered to your email inbox by signing up here.
LIVE IN STUDIO, I’M JACOB MURPHY FOR MAINE’S TOTAL COVERAGE. AS WE INCH CLOSER TO SUPER BOWL 60, ONE MAINER IS GEARING UP FOR WHAT WILL BE HIS FINAL TRIP TO FOOTBALL’S BIGGEST STAGE. THE KENNEBUNK MAN HAS ATTENDED EVERY SINGLE SUPER BOWL SINCE THE VERY FIRST ONE IN 1967.. CONNOR CLEMENT HAS THE STORY. FOR MOST PEOPLE, A TRIP TO THE SUPER BOWL IS A ONCE-IN-A-LIFETIME EXPERIENCE. FOR KENNEBUNK’S DON CRISMAN, IT’S BEEN A WAY OF LIFE FOR NEARLY SIX DECADES. NOW ALMOST 90 YEARS OLD, CRISMAN’S REMARKABLE RUN AS PART OF THE “NEVER MISS A SUPER BOWL CLUB” IS COMING TO AN END. 04:41:37-04:41:43 THIS IS THE FINAL ONE. I, AND I HAVE SAID THAT BEFORE, BUT THIS TIME, I MEAN IT, I MEAN IT AT ITS PEAK, THE CLUB HAD SIX MEMBERS. TODAY, ONLY THREE REMAIN – CRISMAN, TOMMY HENSCHEL, AND GREGORY EATON. 04:45:22-04:45:32 BECAME A HABIT AND THEN IT BECAME A CHALLENGE, YOU KNOW, HOW FAR CAN WE GO? NEVER IN MY WILDEST DREAM DID I THINK WE’D EVER REACH 50. NEVER MIND 60. OVER THE YEARS, THE LIFELONG PATRIOTS FAN HAS WATCHED HIS FAVORITE TEAM APPEAR IN 11 SUPER BOWLS, WINNING SIX OF THEM. 04:46:23-04:46:29 FAVORITE IS THE PATRIOTS WINNING 51 AFTER BEING DOWN 28 TO 3. AND NOW, A POTENTIAL CHAMPIONSHIP FOR A TEAM THAT WENT JUST 4-AND-13 A YEAR AGO COULD PROVIDE THE PERFECT ENDING TO AN INCREDIBLE STORY. 04:50:58-04:51:03 GOOD WAY TO GO OUT. WE JUST GOT TO SECURE THAT W. SIXTY SUPER BOWLS. ONE UNFORGETTABLE STREAK. AND A LEGACY THAT MAY NEVER BE MATCHED. 04:48:24-04:48:51 IS IT BITTERSWEET TO KNOW THAT THIS IS THE LAST ONE? I THINK IT’S OH, I THINK I THINK I’M READY, YOU KNOW, FOR IT TO BE THE LAST ONE. YOU KNOW, BETWEEN LITTLE HEALTH ISSUES AND AND THE ECONOMICS OF IT, ALTHOUGH IT’S NOT AN EXPENSIVE HOBBY. SO, I THINK I’M READY, AND I, I THINK I’M HAPPY WITH IT. I’M. I’
Maine man who has attended every Super Bowl says LX will be his last
Patriots fan and Kennebunk resident Don Crisman has been to every single Super Bowl since the first one in 1967
For most people, a trip to the Super Bowl is a once-in-a-lifetime experience.For Kennebunk’s Don Crisman, it’s been a way of life for nearly six decades. He’s been to every single Super Bowl since the very first one in 1967.Now almost 90 years old, Crisman’s remarkable run as part of the “Never Miss a Super Bowl Club” is coming to an end, as Super Bowl LX will be his last.”This is the final one. I have said that before, but this time, I mean it, I mean it,” said Don Crisman.At its peak, the club had six members; today, only three remain: Crisman, Tommy Henschel, and Gregory Eaton.”It became a habit, and then it became a challenge, you know, how far can we go? Never in my wildest dreams did I think we’d ever reach 50. Never mind 60,” Crisman said.Over the years, the lifelong Patriots fan has watched his favorite team appear in 11 Super Bowls, winning six of them.”My favorite is the Patriots winning 51 after being down 28 to 3,” Crisman said.And now, a potential championship for a team that went just 4-and-13 a year ago could provide the perfect ending to an incredible story.”Good way to go out. We just got to secure that win,” said Crisman.Sixty Super Bowls, one unforgettable streak, and a legacy that may never be matched.”I think I’m ready, you know, for it to be the last one. You know, between little health issues and the economics of it, it’s not an inexpensive hobby. So, I think I’m ready, and I think I’m happy with it. I’m actually shocked we got this far,” Crisman said.See more coverage of top California stories here | Download our app | Subscribe to our morning newsletter | Find us on YouTube here and subscribe to our channel
For most people, a trip to the Super Bowl is a once-in-a-lifetime experience.
For Kennebunk’s Don Crisman, it’s been a way of life for nearly six decades. He’s been to every single Super Bowl since the very first one in 1967.
Now almost 90 years old, Crisman’s remarkable run as part of the “Never Miss a Super Bowl Club” is coming to an end, as Super Bowl LX will be his last.
“This is the final one. I have said that before, but this time, I mean it, I mean it,” said Don Crisman.
At its peak, the club had six members; today, only three remain: Crisman, Tommy Henschel, and Gregory Eaton.
“It became a habit, and then it became a challenge, you know, how far can we go? Never in my wildest dreams did I think we’d ever reach 50. Never mind 60,” Crisman said.
Over the years, the lifelong Patriots fan has watched his favorite team appear in 11 Super Bowls, winning six of them.
“My favorite is the Patriots winning 51 after being down 28 to 3,” Crisman said.
And now, a potential championship for a team that went just 4-and-13 a year ago could provide the perfect ending to an incredible story.
“Good way to go out. We just got to secure that win,” said Crisman.
Sixty Super Bowls, one unforgettable streak, and a legacy that may never be matched.
“I think I’m ready, you know, for it to be the last one. You know, between little health issues and the economics of it, it’s not an inexpensive hobby. So, I think I’m ready, and I think I’m happy with it. I’m actually shocked we got this far,” Crisman said.
Super Bowl Sunday this year is sure to feature bone-jarring hits, goofy TV commercials and fraudsters intent on separating you from your money.
“Unfortunately, fans need to be aware that criminal fraudsters may try to steal their money and personal information through a variety of illegal sports betting, ticketing and merchandise scams,” Sen. Maggie Hassan, a Democrat from New Hampshire and ranking member of the U.S. Congress Joint Economic Committee (JEC), told CBS News.
Democrats on the congressional panel are warning Americans to beware a range of Super Bowl scams circulating this year. Here’s what to look out for.
Sports betting scams
Americans are expected to wager a record $1.8 billion on Super Bowl LX, according to the American Gaming Association, driven by the explosion in online sports betting.This year, some criminals are creating fake websites that mimic actual gambling platforms, such as FanDuel and DraftKings — often with startling accuracy, according to the Joint Economic Committee.
AI tools can duplicate graphics and other visuals with frightening accuracy, making it easier to fool consumers into thinking a website is legitimate
AI tools have made it easy to duplicate graphics and other visuals, making it easier to fool consumers into thinking a website is legitimate. The scam sites often try to draw consumers in by offering “risk-free” bonuses to bet, but later demand additional deposits or withhold payouts.
The lawmakers urge consumers to verify a sportsbook’s physical location before signing up to bet, and not wagering funds if it is not based in the U.S. Offshore sites are not subject to U.S. regulations and consumer protections, the committee notes.
Bettors should also ensure a site is licensed and regulated by state-based gaming commissions. Don’t be fooled by vague suggestions that gambling wins are “guaranteed.”
Ticket scams
Super Bowl tickets this year are a hot commodity as usual, with the cheapest tickets going for about $5,000. Not surprisingly, scammers are eager to use the strong demand for seats to target consumers, according to lawmakers.
Fraudsters often pose as authentic ticket sellers. Beware vendors claiming on social media to have tickets for sale or who are selling seats through unverified websites. Purchasers could counterfeit digital tickets that will get flagged at the game — or no ticket at all.
Anyone willing to spend the big bucks on a Super Bowl ticket should only make purchases through authorized sites, like the NFL, or reputable resale sites with buyer guarantees and other consumer protections, the JEC advised. Consumers should also be sure to use secure payment methods with built-in protections, like credit cards, rather than paying by wire transfer, gift card or with cryptocurrency.
Merchandise scams
Sales of Super Bowl-related apparel and other merchandise can generate significant revenue, both for legitimate businesses and cybercriminals, according to the panel.
Before Super Bowl 54 in 2020, for example, authorities seized more than $120 million worth of counterfeit jerseys, jewelry, hats and other goods as part of a federal sting dubbed “operation team player.” Authorities also seized nearly $40 million in counterfeit sports merchandise ahead of last year’s Super Bowl.
Such illegal sales leave victims with poor-quality — and often pricey — imitation goods. Often, the items they receive don’t match their descriptions. In some cases, consumers never receive anything.
The JEC urges consumers shopping for Super Bowl-related merchandise to verify sellers’ legitimacy with the Better Business Bureau, or to search attorney general websites for complaints against suspicious actors.
Another way to verify an unknown online seller is to search for a verifiable physical address and working phone number. It’s also often wise to check a site’s shipping, return and refund policies before purchasing anything.
How to avoid buying fake Super Bowl merchandise – CBS News
Watch CBS News
Officials are warning fans to watch out for counterfeit Super Bowl LX merchandise ahead of Sunday’s big game and offering tips on how to spot authentic gear.
In addition to being the biggest sporting event of the year, the Super Bowl is rapidly becoming one of the biggest weeks of the year for scammers. 5 On Your Side shares four specific ways scammers could try to target you this weekend.
Four common Super Bowl scams
These are the four most common scams reported around the Super Bowl.
Fake ticket alerts: A text appearing to be from a legitimate ticket hub like Ticketmaster claiming your tickets to the game could not be delivered.
Streaming account warnings: A text appearing to be from a major streaming platform like Peacock saying something like, “Your Super Bowl stream is on hold. Update your billing now.”
Freezes to betting accounts: With sports betting still relatively new in North Carolina and millions of us placing bets on the big sites, scammers will send texts like, “Your wager is pending. Confirm your identity.”
Merchandise and food delivery scams: From everything to gear to your gameday wing delivery, customers are getting text messages like “Your Super Bowl order is delayed. Track status update here.”
The takeaway
The one thing all of these messages have in common is a call to action, such as clicking a link or scanning a QR code to enter information. If you only remember one thing: don’t click the links.
When the Super Bowl kicks off on Sunday, one local fan will be there as an honored guest.
A long-time Army veteran will be getting the VIP treatment, and it won’t cost him a dime. It’s payback for a life spent serving his country and his community.
When Eugene “Rich” Ritchie retired, he began volunteering at the USO Lounge at SFO, welcoming service members traveling to and from the city. But the other day, the USO staff told him that he had been nominated to be in a contest.
That’s when he got the phone call.
“And it’s, ‘Congratulations, we selected you.’ And I was like, what?! Really?” Rich said. “And they said, who’s your favorite player? I said, ‘McCaffrey, right now, is my most favorite current player. Oh yeah, McCaffrey, he’s awesome.’ And they’re like, ‘ho, ho, ho’… I’m like, ‘OK, something’s up.’”
Sponsored by the USAA insurance company, Rich and his wife Alexia, who live in Richmond, will get tickets to the game, a hotel on Union Square, and pretty much an entire weekend of fun for doing something that started clear back when he joined the ROTC program at Cal Berkeley.
Rich was the only one to select “infantry” as his desired duty when everyone else wanted military intelligence.
“So, I was an anomaly at Berkeley,” he said, with a laugh.
In 1981, he was a 20-year-old lieutenant and was eventually sent to Korea to command a security unit at the DMZ, at a time when tensions were running high. After that came 20 years of training and service in Honduras and various bases stateside. Then came 9/11 and the US war on terror, and Rich was sent to Iraq to help the locals become a capable fighting force.
“I lived with the Iraqis,” he said. “My job was to live with the Iraqis. I had a team and we basically trained them in Western tactics.”
Rich said he was impressed with the courage shown by the Iraqi forces he trained. He served for a total of 24 years, from 1981 to 2005, retiring with the rank of Major in the US Army. Later, after getting out of the military, he took a position as a special education teacher at Albany Middle School, a job his wife Alexia said required a bit of courage, as well.
“He didn’t shed a tear in Iraq, but he cried his first couple of days as a teacher at the middle school with a bunch of 6th graders!” she said, laughing. “That was his breaking point. But he survived and he’s a veteran of both occupations, you bet.”
Alexia is also a 49er fan, but she’s an even bigger fan of her husband, saying he put off his retirement to volunteer to serve in Iraq.
“He could have retired, but he actually pulled his retirement paperwork so that he could step up for an eight-month deployment in Iraq,” she said. “And to watch him being again in the spotlight — so well deserved — is what makes my experience here that much sweeter.”
And the sweetness began on Wednesday, when Rich and Alexia got their tickets and a chance to meet their favorite player. Niners running back Christian McCaffrey has his own foundation to support veterans, so this Super Bowl promotion was a natural fit.
“I’m really proud of the work we’ve done, and I’m super excited about the work to come in the future,” McCaffrey said. “We get to play a kid’s game for a living. We play in front of millions of people. And a lot of that is because of the people who have sacrificed for us.”
Rich was surprised that he was selected, but he has spent his entire life in service to others. And now, he’s serving again, this time as a symbol for all the men and women who are part of something much more important than just a “kid’s game.”
There was a block party in downtown San Jose Wednesday night, with food trucks, music, activities and a live podcast with two former NFL players.
Near the SAP Center, a couple of streets were blocked off so that people could enjoy a block party outside of Hapa’s Brewing Company. Inside, former NFL players Ryan Fitzpatrick and Andrew Whitworth were recording an episode of their podcast “Fitz And Whit”.
There was music, food and activities for kids.
“Super excited to be part of the big game and see what San Jose is offering here tonight,” Melissa said.
There was also a raffle.
Robbie Dehaze took home the big prize – Super Bowl tickets.
“Couldn’t believe it, I’ve never won a raffle,” Dehaze said. “Just the experience, and just it being here locally, it’s amazing.”
This was one of several events planned this week ahead of the Super Bowl in San Jose. The turf has already been laid out in San Pedro Square ahead of the San Pedro Superfest, which kicks off on Friday and goes thru Sunday with food, drinks, tech displays and live entertainment.
At city hall, preps are underway for the two block parties on Friday and Saturday with Kehlani and Dom Dolla. Catia is visiting her cousin Maggie Cruz from Mexico and even though she doesn’t have tickets to the Super Bowl, she wanted to be part of the fun.
“I arrived like two days ago, I started to get the feeling, the environment, it’s been great,” Catia said.
“I was like ‘You’re more than welcome to come, let’s go have fun, let me show you around’,” Cruz added.
With Wednesday’s block party and the other events happening later this week, the hope is people can join in on the fun and downtown can showcase itself.
“We’re trying to liven up the Creekside social area and bring life to this area that has been quiet for a while,” Cassie Tam, co-owner of Hapa’s Brewing Company, said.
The American Gaming Association has released a new report on Super Bowl bets this year, projecting that Americans will wager a record 1.76 billion dollars legally on the big game. This forecast represents a significant 27 percent increase over the previous year and highlights the rapid expansion of the regulated sports betting industry across the United States.
According to the AGA, the growth in Super Bowl bets is driven by the maturation of legal markets in 39 states and the District of Columbia. Missouri is the most recent state to join the legal landscape, having launched its regulated market in December 2025. This addition, combined with increased activity in high-volume states like New York, has contributed to the unprecedented financial expectations for the upcoming championship game between the Seattle Seahawks and the New England Patriots.
While the primary focus remains on the record-breaking 1.76 billion dollar handle, the report also addresses the emergence of alternative platforms. A separate study conducted by the organization suggests that many consumers are confused by prediction markets, which often frame sports wagering as a form of investment rather than entertainment. Research indicates that 28 percent of those using prediction platforms describe their activity as investing, compared to just 9 percent of those using traditional sportsbooks.
The data further shows that 78 percent of participants on these alternative platforms mistakenly believe that state regulators can resolve their disputes. In reality, these platforms often operate outside the established regulatory frameworks that govern traditional sportsbooks. Association President Bill Miller stated that these findings reinforce the necessity of state and tribal regulation, which provides consumer protections that other markets currently lack.
Despite the rise of these alternative options, the demand for traditional Super Bowl bets shows no signs of slowing down. Other industry groups, such as the Sports Betting Alliance, have issued similar projections, estimating a total handle of 1.71 billion dollars. Analysts suggest that the return of legacy teams like the Patriots and Seahawks to the championship stage has sparked renewed interest in key betting hubs. As the game at Levi’s Stadium approaches, the industry is preparing for its busiest weekend in history, fueled by a consumer base that increasingly views wagering as a core component of the Super Bowl experience.
Patriots fans headed out to California for the Super Bowl have had to make some last-minute travel plans to see the big game.
This late in the game, flights and hotels will not be cheap, but there are still ways to save money.
“We always talk about Thanksgiving as the Super Bowl of travel. Well, now we’re really coming into the Super Bowl, and we want people to take advantage of sort of the prices that we’re seeing now, because they could end up going well into $700-$800 round trip,” said travel expert Katy Nastro from Going.com.
She wants fans to take advantage of the three airports in the Bay Area.
They are San Francisco International (SFO), Oakland International (OAK) and San Jose Mineta International (SJC). Travelers may save money by flying into a smaller, regional airport.
The same advice applies for New Englanders. Consider departing from Rhode Island’s T. F. Green International Airport or the Manchester-Boston Regional Airport in Manchester, New Hampshire.
Travelers who can extend their trip even later may see bigger discounts and less crowded airports.
“We want them to try, if they can, to target leaving on the Saturday and then coming back on the Tuesday,” Nastro said. “We’re seeing roughly 10 to 20% difference in round-trip fares versus trying to get out on the Sunday and then come back on that Monday.”
Tickets to watch the Patriots and Seahawks in Super Bowl LX are not cheap, but they are the most affordable of the last five Super Bowls on the resale market.
With so many airport options, there might be opportunities to save a little on air fare with connecting flights.
“Round-trip fares with connections — one-, two-stop, even — are going to be slightly cheaper than if you’re looking for a nonstop,” Nastro said. “But you also need to keep in mind — with this unexpected severe weather that we can have during these winter months — that things can go wrong.”
As hotel prices spike ahead of the big game, Airbnb says there are listings available for different budgets. Data shows that 86% of its area listings in East Bay, South Bay and San Francisco are available for under $500 a night and 75% under $300 a night for stays between Feb. 6 and 9.
“Something that people should also consider when they’re looking to really maximize this pricey trip is also taking advantage of shopping portals that are associated with airlines,” Nastro said.
With road closures and high rideshare costs expected around Levi’s Stadium, local transit agencies are encouraging visitors to use public transportation.
Tailgating won’t be permitted at the Super Bowl, but if fans want to do some exploring around the Bay Area, some airlines offer rental car discounts at the time of booking a flight.
“We want people to take advantage of using their points, and using points for these big-ticket moments when cash prices are really high — it can be a great way to redeem them,” said Nastro.
Super Bowl tickets are averaging around $8,000. Add that to flights, lodging, rental car and all food, drinks and fun to be had, it’s going to be an expensive trip, but using credit cards that earn points or cash back help soften the blow.
It also offers purchase protection, if anything doesn’t go as planned.
There are two types of people on Super Bowl Sunday: wing people and… well, people who eventually become wing people.Related video above: How to bake your wings and get them as crispy as possibleThe numbers back it up. According to the National Chicken Council’s annual Chicken Wing Report, Americans are expected to eat 1.48 billion chicken wings while watching this year’s Super Bowl — roughly 10 million more wings than last year.And in case your brain can’t process a billion anything, here’s how absurd that number really is:Laid end to end, those wings would stretch from Boston to Seattle 27 times. They’d circle the Earth almost three full laps, creating what can only be described as a crispy equator. Eat one wing every 30 seconds, and you’d still be chewing sometime around the year 3430. Moving them all would require more than 3,400 semi-trucks, forming a 40-mile convoy of nothing but chicken wings.In other words: America takes its game-day eating very seriously.Sales numbers also back it up. Wing purchases typically surge during playoff season, with retailers seeing massive jumps in both dollars spent and total volume. Tyson Foods, which sells nearly 6 billion wings a year, expects bone-in wing sales to spike another 20–30 percent around the Big Game, while boneless wings also see a big February bump.Classic Buffalo and BBQ still dominate orders, making up nearly 90% of sales, though newer favorites like lemon pepper and Korean BBQ are gaining ground. And most people don’t pick just one — more than half of shoppers grab multiple flavors or styles for their watch parties.The good news? Wings should be plentiful and relatively affordable this year thanks to increased production, even though storage inventories remain tight heading into the game.So if your Super Bowl menu is still TBD, consider this your official permission to lean into the super sauce-covered situation. Whether you start as a pizza person or not, odds are you’ll end the night reaching for just one more wing.
There are two types of people on Super Bowl Sunday: wing people and… well, people who eventually become wing people.
Related video above: How to bake your wings and get them as crispy as possible
The numbers back it up.
According to the National Chicken Council‘s annual Chicken Wing Report, Americans are expected to eat 1.48 billion chicken wings while watching this year’s Super Bowl — roughly 10 million more wings than last year.
And in case your brain can’t process a billion anything, here’s how absurd that number really is:
Laid end to end, those wings would stretch from Boston to Seattle 27 times. They’d circle the Earth almost three full laps, creating what can only be described as a crispy equator. Eat one wing every 30 seconds, and you’d still be chewing sometime around the year 3430. Moving them all would require more than 3,400 semi-trucks, forming a 40-mile convoy of nothing but chicken wings.
In other words: America takes its game-day eating very seriously.
Sales numbers also back it up. Wing purchases typically surge during playoff season, with retailers seeing massive jumps in both dollars spent and total volume. Tyson Foods, which sells nearly 6 billion wings a year, expects bone-in wing sales to spike another 20–30 percent around the Big Game, while boneless wings also see a big February bump.
Classic Buffalo and BBQ still dominate orders, making up nearly 90% of sales, though newer favorites like lemon pepper and Korean BBQ are gaining ground. And most people don’t pick just one — more than half of shoppers grab multiple flavors or styles for their watch parties.
The good news? Wings should be plentiful and relatively affordable this year thanks to increased production, even though storage inventories remain tight heading into the game.
So if your Super Bowl menu is still TBD, consider this your official permission to lean into the super sauce-covered situation. Whether you start as a pizza person or not, odds are you’ll end the night reaching for just one more wing.
It’s no secret that championship rings can spur huge economic boosts for winning cities. Boston and Seattle, the respective homes of Super Bowl LX contenders, stand to benefit from such upswings after the game on Feb. 8.
But are home values a part of that economic phenomenon? According to Zillow, yes: The site’s Home Value Index shows that in 13 of the past 20 years, home values in the metro area of the Super Bowl champion grew faster than the national average, increasing by an average of $4,437 more than typical United States houses in the year following a championship win.
Both Seattle and Boston have benefitted from this trend in the past: When the Seahawks won the Super Bowl in 2014, Seattle home values increased by $13,667 more than the national average in 2015; when the Patriots won the very next year, Boston home values increased by $14,832 more than the national average the following year.
The city with the biggest boost was Tampa, though: When the Buccaneers won in 2021, average home values increased by $25,262 more than the national average in 2022.
However, Zillow analysts say homeowners in Seattle and Boston shouldn’t expect too much of a value boost if their city hoists the trophy on Sunday.
“While this is a fun trend, it’s highly unlikely that a championship football team is the driving force causing home values to grow,” Senior Economist Kara Ng said in a press release. “Regardless of the outcome, the good news is that we are trending toward a healthier market nationwide, with more homes for sale and buyers better able to afford them.”
I’m a recipe developer, food stylist, and content producer. I’ve spent the past seven years at meal kit companies like Marley Spoon and Dinnerly, teaching at food nonprofits, and doing a little farming. Originally from Houston, I live with my partner, dog, cat, and rabbit. We all love local, seasonal produce.
SAN FRANCISCO (AP) — The Super Bowl pregame show will be headed to Alcatraz Island.
NBC announced Monday that the network will broadcast part of its pregame show before Sunday’s game between the New England Patriots and Seattle Seahawks from the island that used to be a site of a maximum security federal prison.
The island has turned into a popular museum where more than 1 million visitors come each year. This will mark the first time there has ever been a live broadcast from there.
NBC will air multiple segments of its pregame show from Alcatraz with Hall of Fame coach Tony Dungy, two-time Super Bowl champion Rodney Harrison and co-host Jac Collinsworth on sight.
Coverage will feature a look at the island’s historic significance as a military base, prison and seabird conservation site.
I don’t know about you, but after all the dips, wings, chips, and snacks that come with Super Bowl Sunday, I’m about ready to keel over by Monday. It’s basically a full day of eating, not just watching the game, so if you’re on the same page, I highly suggest the sweatpant route, and these Seahawk pants just happen to be very chic, too.
Super Bowl week is underway as thousands of journalists, analysts and fans went to the San Jose convention center Monday to ask players and coaches about Super Bowl LX. Kris Van Cleave reports.
Super Bowl LX is not only the NFL’s biggest stage in 2026 — it’s also a make-or-break broadcast for commercials, with the nation’s top brands spending millions on 30- and 60-second ads aimed at winning over an audience that could top 100 million viewers.
For companies, the reputational and financial stakes are high. Running a 30-second ad during this year’s Super Bowl will cost as much as $10 million, according to Bloomberg News. Advertisers also shell out millions more to produce their spots, often paying top dollar for celebrity spokespeople and to promote their commercials ahead of the big game.
The Feb. 8 game, which will pit the Seattle Seahawks against the New England Patriots, will feature a host of returning advertisers, such as Budweiser and Pepsi, as well as new entrants, including health care company Ro and betting site Fanatics Sportsbook. Many advertisers are aiming for the funny bone this year, hoping to distract viewers from their concerns about the economy and polarized political views, experts said.
“Advertisers are seeing the Super Bowl as an opportunity to catch a break from all of that,” Sean Muller, CEO of advertising research firm iSpot, told CBS News. “They really want to get people to not worry for a few hours. I think that’s why humor has made such a surge.”
Humor was also in evidence in last year’s Super Bowl ads, along with celebrity appearances, a trend expected to take center stage again in 2026, Muller said. Stars in this year’s crop of spots range from Pro Football Hall of Famer Peyton Manning, who appears in a Bud Light commercial with singer Post Malone, to pop star Sabrina Carpenter, who stars in a Pringles ad.
Advertisers typically either pre-release their Super Bowl ad in the days before the game or post a teaser that’s aimed at getting viewers primed for their ad. Check out the already released ads and teasers below for Super Bowl 60.
Bosch is teasing its Super Bowl spot with Food Network star Guy Fieri in a 15-second clip called “A Little Buzz.”
The teaser shows a hand brandishing a hair clipper near Fieri’s trademark bleached locks, then flashes an image of him with a dark head of hair — a transformation that set the internet “ablaze,” according to the trade publication The Hollywood Reporter.
This celebrity-studded ad, titled “Keg,” depicts musician Post Malone, Peyton Manning and comedian Shane Gillis reuniting after their 2025 spot “Big Men on Cul-De-Sac.”
In their new 2026 Bud Light ad, the three are at a wedding when a keg of Bud Light slips off a dolly and rolls down a steep hill. The trio — as well as the bride, groom and all the guests — run after it to the soundtrack of Whitney Houston’s “I Will Always Love You.”
Budweiser and its familiar Clydesdale horses may be known as one of the most faithful Super Bowl advertisers. Its 2026 spot — called “American Icons” — is already gaining fans and accolades, with Forbes predicting it is likely to rank as the most popular commercial of the game.
The spot “hits all the right notes, featuring the beloved Clydesdales and an American bald eagle that speaks to unity and national pride,” Forbes noted.
Dunkin’ is promoting its 2026 spot with two teasers featuring Ben Affleck, a longtime spokesman for the coffee chain. In the ad, the Hollywood actor tries to convince “Friends” stars Jennifer Aniston and Matt LeBlanc and “Seinfeld” actor Jason Alexander to release the contents of a VHS tape labeled “Network Pilot ’95 v3.”
Presumably, Super Bowl 60 viewers will get a peek at that 1990s pilot when the actual commercial airs on Sunday. “The spot taps into peak Y2K energy,” Parade magazine said.
Online betting company Fanatics Sportsbook features model and celebrity Kendall Jenner as she pokes fun at her romantic history, suggesting that her wealthy lifestyle is funded by her timely wagers on her basketball star exes. In the spot “Bet on Kendall,” she says her next gamble will be on the Patriots versus the Seahawks, inviting viewers to bet along with her.
On Jan. 29, Fanatics Sportsbook posted that Jenner had wagered $1 million on the Patriots.
“If you’re tailing or fading Kendall Jenner’s $1 million Super Bowl bet, just know she and Fanatics won,” Sports Illustrated wrote about the ad.
Actor Andy Samberg portrays “Meal Diamond” in Hellmann’s spot, called “Sweet Sandwich Time.” The actor and Saturday Night Live alum sings a tribute to adding mayo to sandwiches to the tune of “Sweet Caroline.”
“Can you ever go wrong with a Neil Diamond tribute? The answer is no, and Andy Samberg plays a great parody of the legend in a Super Bowl ad for Hellmann’s,” noted the ad blog Muse by Clios last month.
Hims & Hers has a message attuned to America’s growing wealth gap: The rich get better health care than the rest of us. The company says it can help bridge that gap by providing the peptides and other goodies that the rich can readily access.
The ad touches on “a hot topic in the current United States landscape,” USA Today noted on Feb. 1.
Instacart is featuring Ben Stiller and Benson Boone in a 30-second spot directed by Spike Jonze that harkens back to European disco pop. The commercial is touting the service’s new “Preference Picker,” which allows customers to select preferences such as how ripe they’d like their bananas.
“But getting into such nitty gritty in a 30-second Super Bowl ad may be nearly impossible,” Variety wrote.
Actor Kurt Russell stars as a mysterious ski instructor in Michelob’s “The ULTRA Instructor,” taking a slow skier under his wing to teach him how to be the first one of his friends down the slope — and avoid getting stuck buying everyone’s apres-ski drinks.
The ad plays on the fact that the Winter Olympics kick off on Feb. 6, notes the Hollywood Reporter.
Nerds has released a teaser called “Get Your Taste Buds Ready” that features reality TV guru Andy Cohen.
The candy brand “made a splash in 2025, with recording artist Shaboozey headlining a commercial set to his rendition of Louis Armstrong’s ‘What a Wonderful World’,” USA Today notes, adding that the brand is aiming to make the same connection with Cohen.
Novartis is touting a blood test for prostate cancer in an ad called “Relax Your Tight End.” Set to a calming Enya song, the commercial depicts Rob Gronkowski, George Kittle and other former and active NFL tight ends as they relax – presumably because they can rely on the blood test to spot cancer.
“And the prize for the least subtle messaging of Super Bowl 60 goes to … Novartis,” the ad blog Muse by Clios wrote.
The Oakley Meta collab is making its Super Bowl debut with a star-studded ad that features athletes taping and using the AI glasses to check the weather or if it’s OK to eat dirt.
The “smart glasses (quite literally) shine in a high-intensity Super Bowl LX ad that spotlights how elite athletes use the eyewear’s AI-powered features,” AdWeek wrote.
NFL running back Derrick Henry and actor Kathryn Hahn are featured in yogurt maker OIKOS’ “The Big Hill,” which shows them on a San Francisco trolley that gets stuck on a hill. Powered by the company’s Greek-style yogurts, they’re able to get the trolley car moving.
The ad leans “into both physical exertion and comedic relief as Hahn and Henry confront increasingly absurd uphill challenges,” AdWeek noted.
Pepsi’s commercial for its Zero Sugar soda may reignite the cola wars, with a polar bear — a mascot associated with Coca-Cola — confronting an existential crisis when he picks Pepsi over Coke in a blind taste test.
“Academy Award-winning filmmaker Taika Waititi directs the ad—which is set to Queen’s “I Want to Break Free”— and also makes a cameo as the polar bear’s therapist,” AdWeek noted. The ad ends “in a callback to a meme-able kiss cam moment during a Coldplay concert last year.”
Brian Baumgartner, who played the hapless accountant Kevin in “The Office,” is the star of Ramp’s “Multiply What’s Possible,” which demonstrates the business-services company’s capabilities.
The commercial “positions the finance software as a ‘force multiplier’ by populating the office with copies of Baumgartner,” AdWeek noted on Feb. 2.
Ritz unveiled a teaser called “Shell Phone” with former “Saturday Night Live” star Bowen Yang on a beach organizing a party.
“The quick hit creates as many intriguing questions as there are seconds in the tease, making the most of the beachside back-and-forth,” USA Today noted on Jan. 27.
Telehealth company Ro will air its first Super Bowl ad on Sunday in a spot called “Healthier on Ro,” which features former tennis champion Serena Williams talking about her use of a weight-loss medication.
“Ro is using the biggest stage in advertising to pivot the conversation around GLP-1s,” PRWeek said.
Rocket and its online real estate service Redfin have released a teaser for its Super Bowl commercial, which features black-and-white footage of Lady Gaga singing Mr. Rogers’ song “Won’t You Be My Neighbor.”
The companies are “leaning into something softer for their Big Game teaser,” AdWeek wrote. “The candid and unpolished spot, shot with handheld camera work, gives the performance a sense of closeness that mirrors the song’s message of kindness and connection.”
“Modern Family” star Sofía Vergara stars in Skechers’ Super Bowl spot, in which none of her other shoes can compare to the comfort of the brand’s Hands Free Slip-ins.
The “playful” ad marks Skechers’ 13th appearance in the Super Bowl, fashion magazine WWD noted.
Squarespace is back for the Super Bowl, but its teaser, called “Unavailable,” doesn’t give much away about the ad. The 15-second black-and-white spot features a tearful Emma Stone, although it’s unclear why the actor is crying.
The website builder’s chief brand and creative officer told Variety last month that the ad will be “very filmic, very cinematic.”
Toyota’s Super Bowl commercial tugs at viewers’ heartstrings, putting an emphasis on family connections. It begins with a grandfather buckling his young grandson in the automaker’s RAV4 vehicle, calling it his “superhero belt,” and ends decades later, with the boy, now a young man, doing the same for his grandfather.
The ad tells “a generational story about family, memory and mundane-yet-memorable moments,” AdWeek wrote.
TurboTax’s ad will run during the Super Bowl just as millions of Americans are prepping their taxes. The company’s teaser, “The Expert,” stars actor Adrian Brody repeating the phrase, “I can handle that for you,” in different accents.
During the Super Bowl commercial, Brody will play a TurboTax agent, according to People magazine. The teaser “pokes fun at Brody — known for his dramatic and serious acting roles — and how he doesn’t need to bring the same energy to the TurboTax commercial, because the company makes tax season a breeze,” People wrote.
SAN FRANCISCO — Drake Maye and Sam Darnold will face a different type of blitz at Super Bowl Opening Night.
Here comes the media frenzy: thousands of reporters from across the globe gathered for a zany spectacle that kicks off the week’s festivities on Monday night.
Maye and the New England Patriots (17-3) take on Darnold and the Seattle Seahawks (16-3) on Sunday at Levi’s Stadium, home of the San Francisco 49ers.
First, they will meet more than 6,000 credentialed “reporters” who will pepper them with questions ranging from the standard football topics to the silly and off-beat stuff.
An event that began as a daytime introduction of the teams has evolved into a live, ticketed, prime-time showcase on national television.
Maybe someone will propose to Maye, like a female reporter dressed in a wedding dress and veil once did to another Patriots quarterback: Tom Brady.
Maye is already married and he’s here seeking a Super Bowl ring. The Patriots are aiming for an NFL-record seventh Lombardi trophy and first without Brady and coach Bill Belichick.
First-year coach Mike Vrabel, who won three Super Bowls as a linebacker with New England, inherited a 4-13 team and has them on the verge of their first championship parade in seven years.
Maye had a sensational sophomore season, becoming a finalist for the AP NFL MVP and Offensive Player of the Year awards while leading the Patriots to their 12th Super Bowl.
A stifling defense has led the way for the Patriots in the playoffs, holding three opponents to just 8.7 points per game.
This is a Super Bowl rematch from one of the most memorable endings among the first 59. The Patriots beat the Seahawks 28-24 when Malcolm Butler picked off Russell Wilson’s pass from the 1 in the final minute on Feb. 1, 2015.
The Seahawks had the NFL’s stingiest defense this season, led by tackle Leonard Williams, linebacker Ernest Jones IV and cornerback Devon Witherspoon. Seattle allowed just 17.1 points per game.
But Darnold’s resurgence will be the top storyline of the week. A No. 3 overall pick by the New York Jets in 2018, Darnold is thriving on his fifth team.
Despite winning 14 games with Minnesota in 2024, the Vikings let Darnold walk away in free agency. He became the first quarterback to lead two teams to consecutive 14-win seasons and has proved his doubters wrong. Now, he’s trying to help Seattle win its second Super Bowl in the franchise’s fourth appearance in the game.
At least Darnold has experienced this week’s shenanigans. He was a backup quarterback to Brock Purdy when the 49ers lost to the Kansas City Chiefs in the Super Bowl two years ago.
It’s about that time of year again: the Super Bowl, and more specifically, the ads. This is usually when we get a new or first look at some upcoming films, and it seems that tradition will be without many of 2026’s big superheroes.
Per a Deadline report released Sunday evening, Marvel Studios is reportedly not doing any Big Game promo for either Avengers: Doomsdayor Spider-Man: Brand New Daynext weekend. The outlet doesn’t give any potential reason as to why, but in both films’ defense, they’re coming out in late December and mid-July, respectively. So if true, it’s probably because it’s not as important to market them in February as it is for more immediate Disney films like Hoppersand The Mandalorian & Grogu, which Deadline speculates will get spots since their March and May dates are closer on the calendar.
When it comes to this year’s DC movies Supergirl and Clayface, that’s a big question mark. Deadline speculates Warner Bros. will continue to sit out the actual Super Bowl alongside Netflix and Apple, and instead put out something in the week before the game so it’s visible. Since Supergirl’s dropping June 26, that’s more likely to get a promo that the September-bound Clayface.
As for the non-superhero stuff, Deadline said it’s likely we’ll see ads for Scream 7(February 27), Disclosure Day (June 12), and Toy Story 5(June 19). Illumination’s reportedly looking to drop a new promo for Super Mario Galaxy(April 1) along with a first look at Minions 3(July 1). We’ll see how right Deadline turns out to be throughout the week, including Super Bowl LX on February 8.