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2026 Super Bowl LX commercials featuring Serena Williams, Kylie Jenner, Sabrina Carpenter and more

Originally posted on HITC | By Aaditya Krishnamurthy | Last updated Feb 6, 2026 9:02 AM ET

Super Bowl LX commercials in 2026 are set to lean heavily on star power, with major brands rolling out ads featuring Serena Williams, Sabrina Carpenter and a wide range of high-profile names.

Advertisers are spending up to $10 million for a 30-second spot during the New England Patriots versus Seattle Seahawks matchup, with celebrity-led campaigns once again dominating the build-up to the game.

Early releases and teasers point to a strategy built around humour, familiarity and cultural relevance as brands compete for attention on the NFL’s biggest stage.

Photo by Kevin Carter/Getty Images

Every confirmed Super Bowl LX commercial and its celebrity cast

Why celebrity-driven ads dominate Super Bowl LX

Brands are leaning into recognisable faces and familiar humour as a way to cut through the noise and connect quickly with an audience expected to exceed 100 million viewers.

Advertising analysts have pointed to economic uncertainty and cultural fatigue as reasons companies are prioritising escapism, warmth and comedy in their Super Bowl messaging.

With production budgets climbing alongside media costs, the reliance on celebrities such as Serena Williams and Sabrina Carpenter reflects a calculated effort to maximise impact in a single high-stakes broadcast window.

This article first appeared on HITC and was syndicated with permission.

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