Lineup

The hotel booking site will make a 4th quarter appearance in its 4th straight Big Game.

German engineering and technology firm Bosch will make its Big Game debut. Details are unknown.

The Anheuser-Busch brand joins Stella Artois, Budweiser and Michelob Ultra in the brewer’s Big Game line-up. 

Coffee Mate joins this year’s rookie lineup with a spot promoting the brand’s upcoming line of flavored whipped toppings called Coffee mate Cold Foam. 

Coors Light returns to the game for the third straight year. 

The food delivery service returns to the game with a spot promoting its DashPass service.

Doritos is reviving its famous “Crash the Super Bowl” contest which ended in 2018. The contest challenges fans to create the brand’s Big Game commercial.

The brand will continue its campaign to keep girls in sports. The spot from will address the issue that nearly half of girls drop out of sports by age 14 due to low body confidence.

Duracell will make its first appearance in the game with a spot that introduces its new character, the Duracell Scientist.

The sports betting app returns with its celebrity field goal kicking stunt, which last year featured Rob Gronkowski missing a live attempt. This year’s stunt features Manning brothers Peyton and Eli facing off to kick a field goal.

The ad for the Big Game veteran will promote its Airo AI tool, which was launched last year and is designed to automate tasks for small businesses.

The ice cream maker will make its Big Game debut. 

The mayo brand will make its fifth straight Big Game appearance. 

The grocery delivery and pickup service will make its first appearance in the Big Game. 

After sitting out last year’s game, Jeep will return with one spot. 

After two years away from the game, Lay’s returns with a promo for its All Dressed chip flavor.

The spot is part of Michelob Ultra’s “Play for an Ultra” campaign featuring athletes competing for beers.

The cruise line will make its first Big Game appearance with a spot starring two yet-to-be revealed celebrities traveling on the cruise line’s upcoming flagship MSC World America.

Mountain Dew will make its seventh Big Game appearance. The spot will  “encourage friends to have a damn good time and enjoy a refreshing Mountain Dew as they cheer on their favorite team during football season.”

The candy returns to advertising’s biggest stage after making its debut last year. 

NerdWallet, a free personal finance platform that helps users make smarter financial decisions, will make its first Big Game appearance. Details are unknown. 

Pringles will make its eighth straight Big Game appearance. An Instagram teaser promised the “most stacked and ‘stached campaign ever” and showed silhouettes of four celebrities who will appear in the spot.

The candy brand returns in its second straight appearance on the big stage. In teasers, a bride and an elderly woman on a scooter race up a mountainside toward a volcano erupting with lava. 

Ritz will make its Big Game debut but details are unknown. 

Rocket, which specializes in mortgages, loans, and financial services, returns to the game for the first time since 2022.

The shoe brand will return to the Big Game. Details are unknown. 

The website building service returns to the game for its 11th appearance. A teaser features a man riding a donkey along a country path, accompanied by the sound of Irish bagpipes. As he rides, he tosses laptops from a bag over the stone walls.

The Anheuser-Busch brand returns for its fourth Big Game appearance and its first since 2019.

After a three-year hiatus, Taco Bell returns to the Big Game. 

Totino’s will make its first Big Game appearance with a spot that reminds fans that Totino’s Pizza Rolls are the perfect value-priced game day snack. 

The streaming service returns to the Big Game after making its first appearance last year.

TurboTax will make its 12th straight Big Game appearance but details are unknown. 

The American-made auto accessories brand will make its 13th appearance in the Big Game. The spot will feature an “action-packed, music video inspired story that shows how WeatherTech helps you live your best life.”