Super Bowl LX is going down on February 8, 2026, at 6:30 PM EST. While we don’t know which teams will be playing in the Big Game yet, we do know there will be a ton of brands using the stage to show off their biggest ads of the year.
And if years past are any indication of what to expect, there will be controversial, hilarious, and terrible ads on our screens this year.
To help you keep track of which brands will show up, and which ones won't, here is the Super Bowl LX ad lineup and every brand & commercial confirmed so far.
Liquid I.V.
Liquid I.V.’s first-ever Super Bowl ad is on the way, and the brand is kicking things off with a killer soundtrack. In the teaser, Ejae, the singing voice behind KPop Demon Hunter’s Rumi, can be heard singing a cover of Phil Collins’ 1984 hit “Against All Odds.” At first, her vocals sound distant and off, but once she takes a sip of Liquid I.V., she gets back in the game and delivers an awe-inspiring performance.
The full 30-second spot is set to run during the first half of the Big Game on Sunday, February 8. The commercial is aiming “to deliver a wake-up call to players, coaches, and fans about the importance of staying hydrated, according to the brand,” per AdWeek.
Instacart
Instacart made its Super Bowl debut in 2025 and has announced it’ll return to the Big Game party for Super Bowl LX.
Ritz
Ritz is another brand that made its debut in 2025. Much like Instacart, the cracker brand has announced its return to the Super Bowl spotlight.
Bud Light
Bud Light is returning this year for Super Bowl LX by reuniting longtime friends of the brand for the second year in a row — Post Malone, Shane Gillis, and, of course, Peyton Manning. The first teaser has already released and features a spotlight on the Bud Light keg.
The keg in the ad is relevant to a significant promotion the company is launching. From now until Super Bowl Sunday, the company will give fans $60 off a keg of Bud Light when they scan a specified QR code.
Pringles
Sabrina Carpenter and Pringles have teamed up for the chip brand’s ninth consecutive Super Bowl ad. This year’s ad features the “Espresso” singer sitting on the floor and plucking chips from a Pringles flower, playing “he loves me, he loves me not.” Of course, more will be revealed on Super Bowl Sunday.
Squarespace
Squarespace is set to return for its 12th appearance during the Big Game. The company has said that this year’s campaign “continues the tradition of pairing standout creativity with innovative storytelling.” And while the details regarding the advertisement are top secret, here is what we know so far:
- The :30s spot will air between the first and second quarters of the Big Game on February 8, 2026.
- Squarespace’s ad will unfold as a deeply human story, grounded in a clear and compelling call to action.
Nike
According to AdWeek, Nike will not air an ad during Super Bowl LX. The decision follows the company's triumphant return to the Big Game after a 27-year absence.
Budweiser
Not only will the Budweiser Clydesdales be back for Super Bowl LX, but another new character will make their debut. A second Budweiser teaser, titled “Foal,” stars one of the smallest Clydesdales ever to make his Super Bowl debut.
More will be revealed soon but fans will have to chew on these teasers for the time being.