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Before the most anticipated sporting event of the year on Feb. 8, brands were building momentum around the NFL championship game with a steady wave of press releases sent via PR Newswire.
We began distributing Big Game-related announcements as early as November, and the steady stream of releases tied to ad campaigns, philanthropic initiatives, food promos and related events continued right through gameday.
If you’re still catching up after one of the most talked-about championship weekends in recent memory, here’s a look at some of the trending themes and press releases tied to Super Bowl LX that readers loved.
Philanthropy & Community Impact
Source: PRNewsfoto/Veteran Tickets Foundation
Beyond the on-field action and halftime headlines, the game also inspired a strong wave of philanthropic and community-focused initiatives. In the weeks surrounding the Big Game, organizations and brands used the spotlight to give back, support local communities, honor veterans and fund critical causes.
From food recovery efforts to million-dollar research donations, companies demonstrated how football’s biggest weekend can drive meaningful impact far beyond the stadium.
Here are a few of the community-driven releases we distributed:
- Bullseye Event Group and Food Recovery Network Donate 3,400 Pounds of Food to Santa Clara Food Bank
- Five Veterans Experience Super Bowl Thanks to Veteran Tickets Foundation
- Hyundai Donates $1 Million to Pediatric Cancer Research Through Epic Picks For The Big Game
- REAL Meals Launches with 1 Million Meal Pledge in Partnership with Feeding America, Russell Wilson, and Ciara
- Health Net and Pro Football Hall of Fame Honor Sacramento Community and Inspire Local Youth During Super Bowl Week
The Ads
Source: PRNewsfoto/Dove
With millions of viewers tuned in, brands once again treated the Big Game as one of the year’s most valuable advertising opportunities. This year’s commercials blended nostalgia, humor, celebrity appearances and cultural storytelling. Many companies began teasing their campaigns weeks in advance through strategic press outreach.
Some of the most talked-about themes included AI, heritage storytelling, pop culture reunions, food and beverage promotions and celebrity-driven campaigns.
Here are a few of our favorite ad teasers and press releases from this year:
- Google Reclaims No. 1 Spot at the 2026 Kellogg School Super Bowl Advertising Review
- poppi Returns to the Super Bowl with New Spot Starring Charli xcx and Rachel Sennott
- Toyota Showcases All-New 2026 RAV4 and Team Toyota Athletes in Super Bowl LX
- Lil Wayne Performs Halftime Show in Hit Mobile Game Clash Royale
- Liquid I.V.® Tackles Day After the Big Game by Declaring Monday National Rehydration Day
- BYOMA Debuts First-Ever TV Commercial with “The BYOMA Shorttime Show” Ahead of the Big Game
- Dove Champions Body Confidence and Girls’ Joy in Sports in Big Game Ad
- Pepsi® Confronts a Decades-Long Cola Rivalry in Super Bowl LX Spot as a Polar Bear Discovers His True Love of Pepsi in a Blind Taste Test
Promotions, Food & Fan Engagement
Source: PRNewsfoto/Mars, Incorporated
As always, the Big Game extended beyond the field. Food and beverage brands, sweepstakes campaigns and experiential activations played a major role in the weeks leading up to kickoff. From limited-time menu launches to nationwide giveaways and post-game promotions, companies leaned into the moment to drive engagement.
Here are a few additional releases tied to gameday celebrations:
- Pringles® Gives Fans a Taste of Love with Once You POP Star Sabrina Carpenter and Her Snack of a Soulmate Pringleleo in Its 2026 Big Game Ad
- RITZ® Crackers Delivers a Salty Slice of Paradise in Its Big Game Comeback
- “Grubhub Will Eat the Fees”: George Clooney and Yorgos Lanthimos Lead the Brand’s Big Game Debut, Redefining Restaurant Delivery with New No-Fee Benefit
- 7-Eleven, Inc. Serves Up Winning Deals for the Big Game and National Pizza Day
- Kroger Reveals Top Party Picks and Savings for the Big Game
The Events Surrounding the Game
Source: PRNewsfoto/Marriott International, Inc.
While the championship matchup took center stage on Sunday, the days leading up to it were filled with high-profile events, brand activations and fan experiences across the host region. From multi-day cultural takeovers to celebrity appearances and exclusive contests, companies leveraged Big Game weekend to connect with fans in creative and memorable ways.
Here are a few of the event-focused releases we spotted:
- Captain Morgan Caps Football Season Celebrating Crews From Coast to Coast, Featuring West Wilson, TWINSICK, and a Surprise Super Bowl LX Experience
- BOTA BOX® Announces Winner of “Wing It with Bota” National Recipe and Wine Pairing Contest
- Bullseye Event Group Announces CBS Broadcaster Nate Burleson as Emcee for 2026 Players Tailgate on Super Bowl Sunday
- Adam Devine and NFL Stars Join Marriott Bonvoy to Surprise Fans with Riff-Off Inspired Pop-Up Ahead of Super Bowl LX Weekend
- Gold Bar Distillery Announces “Celebration of Champions” A Three-Day Football, Music, and Culture Takeover February 5–7, 2026 | Alameda, California
There were far too many announcements to include here, so explore all of the Big Game releases from the weeks surrounding the game to see how brands used football’s biggest stage to share their stories.
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