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Super Bowl 2026 Ads Reflect Diversity Amid Political Pressure
Representation expands, but with limits, as brands navigate backlash against DEI efforts.
Published on Feb. 10, 2026
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The Super Bowl 2026 ads showcased increased racial and ethnic diversity, with more than a quarter of ads featuring underrepresented communities in central roles. However, celebrity casting remained overwhelmingly white, LGBTQ+ representation declined, and the broader political climate of DEI rollbacks cast a shadow over the proceedings. The contrasts highlighted the tensions playing out across American institutions as representation expands cautiously, even as political pressure mounts against diversity, equity, and inclusion frameworks.
Why it matters
The Super Bowl is seen as both a commercial showcase and a cultural barometer, making it an unintended mirror of the current moment in America's ongoing debates over representation, culture, and belonging. The diversity reflected in the ads resonates with broad audiences, but brands remain cautious, balancing inclusion with perceived commercial safety amid political backlash against DEI efforts.
The details
According to market research, 68% of national Super Bowl advertisements visibly featured multiple racial or ethnic groups, up from 57% the previous year. In more than a quarter of the ads, characters from historically underrepresented communities were central to the narrative. However, celebrity casting in the ads continued to skew overwhelmingly white, with at least 60 of the 103 celebrities appearing being white. LGBTQ+ representation also declined for the second consecutive year, with just five ads featuring openly LGBTQ+ talent and no transgender representation.
- The Super Bowl LX halftime show featuring Bad Bunny took place on February 4, 2026.
- The Trump administration has moved to dismantle diversity, equity, and inclusion (DEI) initiatives across federal agencies over the past year.
The players
Donald Trump
The former president who returned to office, pledging to eliminate 'woke ideology' from government and public life.
Bad Bunny
The Puerto Rican superstar who headlined the Super Bowl LX halftime show, placing Spanish-language music and Latin and Caribbean culture at the center of the broadcast.
Rosé
The K-pop star who appeared in a Levi's ad during the Super Bowl.
Doechii
The rapper who also appeared in the Levi's ad during the Super Bowl.
The takeaway
The Super Bowl 2026 ads reflected the tensions playing out across American institutions, as representation is expanding but with limits, even as political pressure mounts against diversity, equity, and inclusion frameworks. The contrasts highlighted the challenges brands face in balancing inclusion with perceived commercial safety amid the ongoing debate over national identity and cultural change.
