Super Bowl LX Ads Feature NFL Stars and Serena Williams

Athlete endorsements and tech integration drive marketing trends at the big game

Published on Feb. 9, 2026

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Super Bowl LX saw a continued rise in athlete-driven advertising, with prominent NFL players and Serena Williams appearing in high-profile commercials. Brands are recognizing the power of athlete endorsements to connect with audiences, while also integrating new technologies like AI and AR into their campaigns. Beyond traditional TV spots, the advertising ecosystem is expanding to include social media, pre/post-game content, and digital activations featuring athletes.

Why it matters

The increasing presence of athletes in Super Bowl ads reflects broader marketing trends favoring personalized, purpose-driven campaigns that leverage an athlete's credibility and fanbase. As the intersection of sports and technology grows, expect to see more athlete endorsements featuring innovative products and services.

The details

This year's Super Bowl ads featured a range of athlete appearances, from Peyton Manning for Bud Light to Derrick Henry showcasing Oikos yogurt. Brands are recognizing that athlete endorsements can cut through the noise and connect with audiences on a more personal level. Beyond just celebrity appeal, athletes lend credibility and an established fanbase. The Novartis ad featuring NFL tight ends addressing prostate cancer screening exemplifies a shift towards purpose-driven marketing, with athletes increasingly willing to lend their voices to social causes. Technology is also being integrated into athlete endorsements, as seen in Oakley's ad featuring Patrick Mahomes and Marshawn Lynch demonstrating their 'Meta Performance AI' glasses.

  • Super Bowl LX took place on February 9, 2026.

The players

Peyton Manning

A former NFL quarterback who appeared in a Bud Light commercial during Super Bowl LX.

Derrick Henry

An NFL running back who demonstrated his arm talent in an Oikos yogurt commercial during Super Bowl LX.

Patrick Mahomes

An NFL quarterback who showcased Oakley's 'Meta Performance AI' glasses in a commercial during Super Bowl LX.

Marshawn Lynch

A former NFL running back who also appeared in Oakley's 'Meta Performance AI' glasses commercial during Super Bowl LX.

Serena Williams

A professional tennis player who appeared in an ad for Ro's GLP-1 during Super Bowl LX, focusing on her health journey.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

The takeaway

The increasing presence of athletes in Super Bowl ads reflects broader marketing trends favoring personalized, purpose-driven campaigns that leverage an athlete's credibility and fanbase. As the intersection of sports and technology grows, expect to see more athlete endorsements featuring innovative products and services.