Super Bowl LX isn’t just about touchdowns and game-winning plays.
It’s also become the premier showcase for brands willing to shell out massive amounts of money for just 30 seconds of airtime.
According to CNBC, advertisers paid an average of $8 million for those coveted slots this year, with some commercials costing upwards of $10 million.
And when brands invest that kind of cash, they bring out their biggest stars—many of whom happen to be elite athletes with compelling stories about health, performance, and lifestyle.
Oakley Taps Athletic Elite for Futuristic Eyewear
Oakley has long been synonymous with athletic performance, so it’s no surprise that Kansas City Chiefs superstar Patrick Mahomes has his own signature collection with them.
For Super Bowl LX, Oakley assembled a star-studded lineup to promote its new “Oakley Meta Performance AI glasses.”
Former Seattle Seahawks running back Marshawn Lynch kicks off the commercial by skydiving, immediately setting an adrenaline-pumping tone. Skateboarder Sky Brown, cyclist Kate Courtney, and golfer Akshay Bhatia follow, each demonstrating how Oakley’s smart glasses enhance their sport-specific performance.
Internet personality iShowSpeed and legendary filmmaker Spike Lee round out appearances, showcasing various functions of Oakley’s cutting-edge eyewear technology.
It’s a masterclass in blending tech innovation with athletic credibility.
Michelob Ultra Hits Slopes with Olympic Champions
Michelob Ultra leaned into winter sports for its Super Bowl spot, tapping actor Kurt Russell as an impromptu ski coach.
Actor Lewis Pullman loses a race at the start of the commercial, which means he’s stuck buying a round of Michelob Ultra for everyone.
Russell notices Pullman’s defeat and takes him under his wing for some serious training. After a montage of hard work, Pullman wins his next race—complete with a backflip on skis that earns nods of approval from Olympic snowboarding gold medalist Chloe Kim and Stanley Cup winner T.J. Oshie.
It’s a feel-good story about perseverance, athleticism, and enjoying a cold one after putting in work.
Peyton Manning’s Bud Light Wedding Chaos
Two-time Super Bowl champion Peyton Manning has become a staple in Bud Light’s advertising universe.
After appearing in 2025’s commercial alongside comedian Shane Gillis and musician Post Malone, Manning returned with both stars for this year’s installment titled “Keg.”
Set at a wedding, Manning holds up a glass of Bud Light.
First beer of the wedding.
Malone asks if there’s enough for everyone, prompting Manning to point toward a keg being rolled into the ceremony.
Then disaster strikes—the keg tumbles down a hill. Chaos ensues as wedding guests, bride and groom included, scramble down after it in a hilarious free-for-all.
Manning’s comedic timing and everyman appeal make him advertising gold.
NFL Tight Ends Tackle Prostate Cancer Awareness
Novartis took a completely different approach with its Super Bowl commercial, assembling a powerhouse roster of current and former NFL tight ends for a crucial public health message.
Jake Olson, Tony Gonzalez, George Kittle, and Rob Gronkowski appear in relaxed poses while calming music plays in the background.
Midway through, Super Bowl-winning head coach Bruce Arians explains why everyone looks so at ease: they’ve learned that a simple blood test can detect prostate cancer, making screening far less intimidating than many men assume.
Arians then asks Gronkowski to demonstrate what he’s been taught. In classic Gronk fashion, he relaxes his “tight end” to drive home the message with humor and heart.
It’s rare to see such a meaningful health initiative woven into Super Bowl advertising, and using beloved athletes makes the message both memorable and impactful.
Derrick Henry Shows Off Quarterback-Level Arm
Baltimore Ravens running back Derrick Henry joined actress Kathryn Hahn for an Oikos commercial set during a classic San Francisco trolley tour.
When their trolley struggles to climb a steep hill, Hahn jumps out to push it from behind.
She hands her Oikos yogurt to Henry before giving the trolley a heroic shove. Problem is, the trolley rolls away—with Hahn’s Oikos still in Henry’s possession.
Without missing a beat, Henry launches a perfect spiral downhill, delivering Oikos back to Hahn with a throw that would make his quarterback, Lamar Jackson, proud.
It’s playful, unexpected, and showcases Henry’s athleticism beyond his bruising running style.
Serena Williams Opens Up About Weight Loss Journey
Tennis legend Serena Williams made waves with her Super Bowl ad for Ro, a telehealth company specializing in GLP-1 medications for weight management.
Williams shared her personal health transformation, including losing 34 pounds while using Ro’s GLP-1 treatment.
GLP-1 medications have surged in popularity for their effectiveness in weight loss and metabolic health, and Williams’ endorsement brings massive credibility to Ro’s platform.
Her openness about her fitness journey resonates with millions who struggle with weight management, making this one of the most talked-about health-related commercials during Super Bowl LX.
Why Athletes Dominate Super Bowl Advertising
Athletes bring authenticity, aspiration, and relatability to brands.
Whether it’s Manning cracking jokes over Bud Light, Williams discussing weight loss, or tight ends promoting prostate cancer screening, these commercials leverage star power to deliver messages that stick.
Super Bowl ads have evolved beyond simple product pitches. They’ve become cultural moments—mini-movies that spark conversation, raise awareness, and sometimes even inspire healthier lifestyles.
When athletes use their platforms to talk about health, performance, and wellness, millions listen. And in a world where health misinformation runs rampant, having trusted voices deliver science-backed messages matters more than ever.
This year’s Super Bowl commercials prove that athletes aren’t just selling products—they’re shaping conversations about fitness, health, and what it means to live well.