Super Bowl 59 live updates: Nike, DoorDash, Tubi and other star-studded commercials

Totino’s Pizza Rolls ends the saga of two suburban dads, played by actors Tim Robinson and Sam Richardson, and the alien Chazmo in a spoof of “E.T.”

Chazmo thanks Robinson and Richardson for sharing their pizza rolls before he heads back to his home planet — but his spaceship malfunctions, crushing and killing him before he can even depart Earth.

The ad marks the first Super Bowl appearance from General Mills in more than a decade.

— Amelia Lucas

Antonio Banderas plays dual roles in Bosch’s Super Bowl game spot. The actors portrays himself and the late WWE super star “Macho Man” Randy Savage.

In the ad, Banderas helps Macho Man open a jar of pickles.

— Sarah Whitten

The Kansas City Chiefs scored a touchdown with less than three minutes left in the fourth quarter. With the two-point conversion, the team narrowed the Eagles lead to 40-14.

— Sarah Whitten

Philly’s Jake Elliott added another 3 points to the Eagle’s lead with a 50-yard field goal. Philadelphia now leads 40-6.

— Sarah Whitten

The Muppets take center stage in Booking.com’s fourth-consecutive Super Bowl ad.

The spot focuses on the company’s app, which features smart filters, verified reviews and an AI trip planner.

Kermit, Miss Piggy, Animal, Gonzo and the grumpy duo of Statler and Waldorf all make appearances to showcase different elements of Booking.com’s “something for everyone” campaign.

— Sarah Whitten

Dove’s 30-second Super Bowl spot features an excited 3-year-old girl running along a sidewalk.

Text appears on the screen: “At 3, these legs are unstoppable… at 14, she’ll think they’re unbearable.”

The commercial then notes that 1 out of every 2 girls who quit sports do so because they were criticized for their body type. Dove urges viewers to “change the way we talk to our girls.”

— Sarah Whitten

A shared love for Stella Artois helps David Beckham, playing himself, bond with his long-lost twin, named “Other David” and played by Matt Damon.

The ad is the first Super Bowl appearance for the Anheuser-Busch InBev brand since 2019.

— Amelia Lucas

The Philadelphia Eagles continued to add to their lead during the fourth quarter. Jake Elliot tapped in a 48-yard field goal to bring the score to 37-6.

— Sarah Whitten

Actor Harrison Ford touts Jeep and Americana while taking a dig at another Detroit automaker during Stellantis‘ second Super Bowl ad.

In the two-minute spot, the iconic “Star Wars” actor discusses freedom, heroes and people writing their own stories in life because there is no “Owner’s Manual,” which is the title of the ad.

As Ford discusses the philosophical life topics, several Jeep models can be seen driving and off-roading, including one that passes a Ford Bronco SUV — a newer competitor to the Jeep Wrangler SUV — while the actor talks about inspiring others.

The Wrangler passing the Bronco is one of two references to the Jeep rival. The other comes from the actor at the end of the ad: “Choose what makes you happy. My friends, my family, my work make me happy. This Jeep makes me happy — even though my name is Ford. That’s my owner’s manual. Get out there, write your own.”

Stellantis said the ad was created in-house with Ford and Oscar-nominated director James Mangold. It was produced by Santa Monica, California-based Minted Content.

— Michael Wayland

A person onstage with Kendrick Lamar appeared to unfold a Palestinian flag with the words “Sudan” and “Gaza” written on it during the halftime performance.

The person was onstage, though it was unclear whether they were an official dancer who went rogue or someone who sneaked on.

It appeared to happen during the last song, “tv off.” The person was then tackled and was walked offstage once the lights went back on.

Apple Music and New Orleans police did not immediately respond to requests for comment.

The NFL issued a statement, saying, “We commend security for quickly detaining the individual who displayed the flag. He was a part of the 400-member field cast. The individual hid the item on his possession and unveiled it late in the show. No one involved with the production was aware the individual’s intent.”

— Sara Salinas; Rebecca Cohen, NBC News and Jesse Kirsch, NBC News

The Kansas City Chiefs finally made it into the end zone at the end of the third quarter. However, the team failed to complete its attempted two-point conversion. As the game enters the fourth quarter, the Eagles are up 34-6.

— Sarah Whitten

Jalen Hurts tossed to DeVonta Smith for a touchdown near the end of the third quarter to bring the Philly lead to 34-0.

— Sarah Whitten

Prebiotic soda brand Poppi brought social media stars into its Super Bowl commercial to pump what it says is a “better soda.”

— Sara Salinas

Hims & Hers takes aim at the obesity epidemic with its 60-second spot during the Super Bowl, which drew criticism from lawmakers even before the big game.

The telehealth company shows the negative impact of obesity on individuals and society, while criticizing the U.S. healthcare system for lack of access to weight loss drugs.

Hims & Hers closes its ad by telling viewers that it is committed to being part of the solution to the weight loss drug shortage and noting that its products are less expensive than other name brands.

On Friday, Sens. Dick Durbin,D-Ill., and Roger Marshall,R-Kan., wrote a letter to the U.S. Food and Drug Administration expressing concern over the ad, saying it “risks misleading patients by omitting any safety or side effect information when promoting a specific type of weight loss medication.”

— Sarah Whitten, Ashley Capoot

Lay’s Super Bowl ad celebrates the American farmers that grow the potatoes that become its potato chips. The spot focuses on a fictitious farming family and the young daughter who tends her own little potato patch to contribute to the harvest.

— Sarah Whitten

The Philadelphia Eagles extended their lead with a field goal midway through the third quarter. With the additional three points, Philly now leads 27-0.

— Sarah Whitten

Post Malone builds a Bud Light tailgate party in the beer brand’s Super Bowl commercial.

— Sara Salinas

It’s not another “Fast and Furious” sequel. It’s a Häagen-Dazs commercial.

Actors Vin Diesel and Michelle Rodriguez reprise their characters from the film franchise as they cruise down the highway and enjoy an ice cream bar. Hip hop artist and actor Ludacris, another “Fast and Furious” cast member, rolls up alongside them in an effort to get them to speed up.

— Lillian Rizzo

Disclosure: Comcast is the parent company of NBCUniversal and CNBC. NBCUniversal is the distributor of the “Fast and Furious” film franchise.

For NerdWallet’s first ever Super Bowl ad, it’s turned to “Succession” star Kieran Culkin to voice its first “spokesanimal,” a CGI beluga whale.

Culkin’s whale informs a man on a whale-watching tour about how the personal finance website can help him research the best credit cards, insurance providers and personal loans.

— Sarah Whitten

Despite efforts from NBA star Lebron James and rapper Doja Cat, Taco Bell’s ad puts the focus on its real customers, not celebrities.

The cheeky spot takes aim at the wave of celebrity-centric Super Bowl ads over the last few years — including Taco Bell’s own campaigns. Back in 2022, the Yum Brands chain first teamed up with Doja Cat for a Super Bowl ad.

This year’s spot features nearly 400 Taco Bell fans who stopped by one of the five restaurants used for casting the commercial.

— Amelia Lucas

Matthew McConaughey makes another appearance during a big game, this time for Salesforce.

— Sara Salinas

Nerds Gummy Clusters take over New Orleans, the site of this year’s Super Bowl game, in the candy’s ad.

Fresh off last Sunday’s Grammy performance, country singer Shaboozey performs a cover of “What a Wonderful World,” originally performed by New Orleans native Louis Armstrong, with a marching band and a dancing Gummy alongside him.

The spot marks the second straight Super Bowl appearance from Nerds. Last year’s ad also focused on its gummy clusters.

— Amelia Lucas

Chris Hemsworth and Chris Pratt are joined by Kris Jenner in a second spot for Meta’s Ray-Ban smart glasses.

The spot features Hemsworth and Pratt using Meta AI to identify pieces from Jenner’s private art collection. Hemsworth accidently eats a $6.2 million banana from Maurizio Cattelan’s conceptional artwork, “Comedian.”

— Sarah Whitten

DoorDash is pushing its membership program DashPass in its Super Bowl ad this year.

The food delivery company’s 30-second commercial features comedian Nate Bargatze living large on all of his savings from being a DashPass member.

— Lillian Rizzo

Duracell pranked Super Bowl viewers with a commercial starring Fox NFL analysts Tom Brady and Kevin Burkhardt.

The ad starts with Brady and Burkhardt in the booth offering their thoughts about the game before Brady appears to malfunction and power-down.

A brawny scientist appears, revealing that someone put generic batteries into Brady. He replaces them with Duracell branded ones and Brady instantly reboots.

— Sarah Whitten

Tubi, the free, ad-supported streamer owned by Fox, raised eyebrows with a Super Bowl commercial featuring film fans revealing their tastes in a unique way.

Tubi promises, “If it’s in you, it’s in here.”

— Sara Salinas

Sportswear brand On is hosting an alphabet lesson during its Super Bowl commercial this year.

The running brand is calling out its logo in the spot, which features tennis champion Roger Federer and Sesame Street’s Elmo. The infamous furry red monster tries to school Federer on his letters during the ad.

— Lillian Rizzo

Kendrick Lamar has taken the stage for the Apple Music halftime show, introduced by Samuel L. Jackson dressed as “Uncle Sam.”

Surrounded by American imagery, Lamar performed hits including “HUMBLE.” and “Squabble Up” and was joined by R&B singer SZA.

Lamar played his Grammy-winning song “Not Like Us,” which cleaned up at the music awards last weekend. Drake recently sued over the song, which was one in a series of diss tracks traded between the two rappers.

— Sara Salinas

Reese’s spot is a public service announcement: eat its Chocolate Lava Big Cup, not volcanic lava.

The ad marks the third Super Bowl appearance for the Hershey candy. In all three ads, Reese’s has chosen to lean into absurdist humor to spotlight a new product, like its Take 5 bar or Caramel Big Cup.

— Amelia Lucas

For the first time in nearly three decades, Nike has a Super Bowl ad.

The spot, narrated by Grammy-winning rapper Doechii, features top female athletes like Caitlin Clark, JuJu Watkins and Sha’Carri Richardson. The black-and-white commercial is all about these stars proving critics wrong.

— Sarah Whitten

The Philadelphia Eagles lead the Kansas City Chiefs 24-0 after two quarters.

Philly put up a rushing touchdown early in the first quarter and systematically added to that lead with a field goal and an interception that turned into another score. Philly closed out the half with a second interception and throwing touchdown to A.J. Brown.

— Sarah Whitten

Philly capitalized on a second defensive interception with a throwing touchdown from Jalen Hurts to A.J. Brown.

The Eagles extended their lead to 24-0 over the Kansas City Chiefs with less than 2 minutes left in the half.

— Sarah Whitten

Pharmaceutical brand Novartis made its Super Bowl ad debut with a spot about breast cancer.

Featuring breast cancer survivor Wanda Sykes and breast cancer advocate Hailee Steinfeld, the advertisement calls attention to how pervasive breasts are in American culture while also promoting early detection through breast cancer screenings.

— Sarah Whitten

A Budweiser Clydesdale foal makes its first delivery in the Anheuser-Busch InBev brand’s spot.

The ad marks the 50th anniversary of Budweiser advertising in the Super Bowl. Its iconic Clydesdale horses became a signature of its advertising 11 years later, making their debut during Super Bowl 20 in 1986.

— Amelia Lucas

While Pringles’ spot includes a number of celebrities, the mustache is really the star.

In the ad, actor Adam Brody blows into an empty Pringles can, on the urging of mustachioed mascot Mr. P. That call summons mustaches from actor Nick Offerman, NBA star James Harden, Kansas City Chiefs coach Andy Reid and Mr. Potatohead — along with new cans of Pringles.

— Amelia Lucas

Automaker Stellantis created a unique take on the classic children’s fairy tale “Goldilocks and the Three Bears” to promote its Ram Trucks brand.

The spot stars “Twisters” and “Top Gun: Maverick” actor Glen Powell with long blonde hair. Powell plays a “rugged-woodsy dude” who fights a dragon, uses chainsaws for wood-carving and then jumps one of the three pickup trucks featured in the ad over an active volcano.

Just as the truck lands, the 60-second ad, called “Drive Your Own Story,” shows Powell reading a story to two children before returning back to the “truck-twisted” tale.

The spot features Van Halen’s “Panama.” It was created in partnership with Austin, Texas-based GSD&M and produced by Santa Monica, California-based Minted Content.

 — Michael Wayland

Meg Ryan and Billy Crystal return to Katz’s Deli in New York City, where they filmed one of the most famous scenes of “When Harry Met Sally” 36 years ago.

This time, though, it’s Hellmann’s mayonnaise that causes Ryan’s reaction.

Actress Sydney Sweeney, who starred in her own romantic comedy in 2023, gets to deliver the famous punch line, “I’ll have what she’s having.”

— Amelia Lucas

Big Brothers Big Sisters of America is leaning on NFL talent for its Super Bowl campaign, saying, “Every child deserves a champion.”

— Sara Salinas

ChatGPT-maker OpenAI made its Super Bowl debut with a black-and-white, 60-second spot that reminds us, “All progress has a starting point.”

— Sara Salinas

In a tongue-and-cheek Super Bowl ad, Liquid Death showcases a surgeon, a cop, an airline pilot and a school bus drive drinking on the job.

It’s just water, of course.

— Sarah Whitten

Nestle‘s Coffee-Mate is using its cold foam creamer to make mouths water.

In the 30-second spot, a sip of a beverage with cold foam creamer sends the drinker’s tongue dancing. Shania Twain’s voice croons through the commercial, which makes sense based on the tagline — “Let’s go, tongues,” a callback to the opening line of her popular song “Man! I Feel Like a Woman!”

— Lillian Rizzo

Cookware maker HexClad is following the tried and true recipe for Super Bowl commercials —celebrities and humor.

Celebrity chef Gordon Ramsay stars in the ad that’s supposed to take place in Area 51, where a new alien species of foodies is discovered. The quintessentially spicy Ramsay quips, “Ugh. Foodies. The worst.”

The commercial includes HexClad’s frying pans, aliens and comedian Pete Davidson serving a diss to Ramsay.

— Lillian Rizzo

Philadelphia’s Cooper DeJean intercepted Kansas City’s Patrick Mahomes and ran for a touchdown. A successful point-after kick puts Philly up 17-0 in the second quarter.

— Sarah Whitten

Google touts its new Pixel phone with Gemini AI in its Super Bowl Sunday ad.

— Sarah Whitten

Rocket is out with a commercial encouraging you to “own the dream,” montaging major life milestones set to John Denver’s “Take Me Home, Country Roads.”

— Sara Salinas

Philadelphia kicker Jake Elliott nails a 48-yard field goal to put the Eagles up 10-0.

— Sarah Whitten

A group of grannies live it up to the musical styles of Steppenwolf’s “Born to Be Wild” in Weather Tech’s Super Bowl commercial.

— Sarah Whitten

“It’s 2025. This is taxes?” Issa Rae asks in TurboTax’s Super Bowl commercial.

The ad features Rae carrying a cardboard box of receipts in the middle of a wind storm. The spot highlights TurboTax’s tax prep solutions for making filing taxes easier.

— Sarah Whitten

Matthew McConaughey is driving this year’s Super Bowl commercial for Uber Eats.

The lengthy commercial features the actor’s vision for a movie about football and food conspiracies, chock full of food puns at every turn.

Martha Stewart and director Greta Gerwig also make appearances in what appears to be a McConaughey fever dream.

— Lillian Rizzo

Aubrey Plaza, Michael Shannon and Bad Bunny star in Ritz’s Super Bowl ad.

While Plaza and Shannon debate who is saltier, Bad Bunny playfully professes his love for the cracker.

— Sarah Whitten

New England Patriots owner Robert Kraft’s Foundation to Combat Antisemitism partnered with Tom Brady and Snoop Dogg to create its second-ever Super Bowl ad titled “No Reason to Hate.”

The Foundation to Combat Antisemitism was started in 2019. In October, Kraft spearheaded professional sports commissioners with a similar campaign against antisemitism.

— Sarah Whitten

Going back to work on Monday after the Super Bowl isn’t fun. An estimated 22.6 million Americans will skip work. For years, NFL fans have called for it to be a national holiday.

Coors thinks it has the solution. Its spot shows sloths toiling away on the Monday after the big game. The Molson Coors Beverage brand’s solution to a “case of the Mondays” is a pack of its beer, branded as “Mondays Light.”

— Amelia Lucas

Instacart’s first ever game day spot leaned on familiar, brand favorites like Chester Cheetah and the Kool-Aid Man to make a splash. 

The commercial, set to the tune of Trick Daddy’s “Take it to da house,” is entitled “We’re here” and is meant to highlight Instacart’s retailer and brand partnerships, its loyal shoppers and its on-demand grocery delivery service. 

Past Super Bowl icons – like Mountain Dew’s Puppy Monkey Baby and Heinz’s Wiener Dogs – are featured in the spot alongside mascots like the Green Giant, Mr. Clean and The Pillsbury Doughboy, who are shown running through the streets to make it to a customer’s home. 

— Gabrielle Fonrouge

Mountain Dew has a history of horror-inducing Super Bowl commercials. (Looking at you, Puppy Monkey Baby.)

Sunday’s iteration features pop star Becky G taking a sip from a bottle of Mountain Dew Baja Blast only to be transported to a tropical landscape where singer Seal, morphed into a CGI seal, sings a revamped version of his hit song “Kiss from a Rose.”

— Sarah Whitten

At the end of the first quarter, Eagles are leading the Chiefs 7-0.

— Sarah Whitten

Squarespace tapped Academy Award nominee Barry Keoghan to literally hawk its product in its 11th Super Bowl advertisement.

Titled “A Tale as Old as Websites,” the spot feature Keoghan atop a donkey tossing laptops like newspapers door-to-door to local businesses to promote the website design company.

— Sarah Whitten

Adam Devine and real-life wife Chloe Bridges play themselves in water brand Cirkul’s Super Bowl commercial.

In the ad, Devine goes shopping and gets a reminder from Bridges to pick up Cirkul. When he can’t find it in the store, he accidentally orders 100,000 online.

— Sarah Whitten

Homes.com, a standout from last year’s ad slate, is back this year with its spokesperson duo: actor Dan Levy and Saturday Night Live actress Heidi Gardner.

— Sara Salinas

T-Mobile got in the mix with an ad highlighting its partnership with SpaceX’s satellite internet service Starlink.

— Sara Salinas

Michelob Ultra recruited a team of stars to take over the pickleball court, with the beer being served as the prize.

Catherine O’Hara and Willem Dafoe lead the Anheuser-Busch InBev brand’s “The Ultra Hustle” 60-second spot. The two actors compete with the likes of WNBA champion and Olympic gold medalist Sabrina Ionescu, NFL star Randy Moss and Olympic track and field gold medalist Ryan Crouser.

— Lillian Rizzo

Doritos called upon fans to create 30-second spots for this year’s Super Bowl. The winner would see their commercial featured at the big game and take home $1 million in prize money.

Dylan Bradshaw and Nate Norell’s ad, titled “Abduction,” won the contest and debuted Sunday.

The ad features a man who has fallen asleep at his computer with a bag of Doritos on his lap. The computer screen beeps that a UFO has been detected. A burst of light appears trying to tractor beam the bag of Doritos away.

The man resists, pulling the bag away only for the alien ship to use the beam to comically bounce him around the room. The ad finishes with the bag hurtling toward the alien craft, destroying it, and an alien and the man sharing the snack back on Earth.

— Sarah Whitten

Chris Hemsworth and Chris Pratt join together in Meta’s Super Bowl campaign to showcase the brand’s Ray-Ban smart glasses.

Hemsworth uses his smart glasses to shoot a video of Pratt playing around with a statue in an art gallery. Pratt accidentally snaps the head off the statue and Hemsworth asks Meta to delete the video.

— Sarah Whitten

The Philadelphia Eagles drew first blood on Sunday, scoring a touchdown from the one-yard line.

— Sarah Whitten

Disney and Marvel Studios dropped a new trailer for the upcoming “Thunderbolts*” coming to theaters May 2.

— Sarah Whitten

Little Caesars returns to the Super Bowl for the first time since 2020, when it made its official debut during the game.

The ad spotlights a new bacon and cheese flavor of its bite-sized Crazy Puffs. In the spot, actor Eugene Levy’s prominent eyebrows fly off his face as he eats his Crazy Puffs and encounter everyone from caterpillars to runners to his daughter — and Schitt’s Creek co-star — Sarah Levy.

The privately owned pizza chain introduced Crazy Puffs nearly a year ago, following the snacking trend that has taken over fast-food restaurants and pizzerias. Papa John’s and Yum Brands’ Pizza Hut are among the pizza chains that have introduced their own takes on the pizza snacking trend.

Little Caesars is the third-largest pizza chain in the U.S. by sales, trailing only Domino’s Pizza and Pizza Hut.

— Amelia Lucas

Universal dropped a 30-second spot for its upcoming live-action version of its hit animated film “How to Train Your Dragon.”

The film is due out in theaters June 13.

— Sarah Whitten

Drew Barrymore and Orlando Bloom take center stage in MSC Cruises’ first ever Super Bowl commercial.

The pair spend the 60-second ad highlighting the amenities on the new MSC World America, which is due to make its inaugural trip from Miami in April. The Caribbean-bound ship has 22 decks, seven distinct districts and 19 dining venues, including the first Eataly at sea.

The ship also boasts the first over-water swing ride at sea, called the Cliffhanger.

— Sarah Whitten

Pharmaceutical company Pfizer is back this year with another ad touting its fight against cancer. The drug giant got time in the first ad break of the game.

— Sara Salinas

The DunKings are back to kick off the Super Bowl.

In the first spot of the big game, Ben Affleck once again returns in a Dunkin’ campaign, this time with brother Casey Affleck and a new recruit: “Succession” star and Oscar nominee Jeremy Strong.

The ad marks the third-ever Super Bowl appearance by the coffee chain, which is privately owned by Inspire Brands, the parent company of Arby’s and Buffalo Wild Wings. Affleck has starred in all of Dunkin’s Super Bowl ads.

This year’s spot also featured a cameo from Bill Belichick and his girlfriend, Jordon Hudson.

— Amelia Lucas

The Kansas City Chiefs have won the coin toss and elected to defer. They will kick the ball off to the Philadelphia Eagles to start the game and receive the kick to begin the second half.

— Sarah Whitten

The Super Bowl kicks off in less than 10 minutes, but first, the Caesars Superdome played host to a spectacle of musical talent.

The Southern University Marching Band played alongside legendary trumpeter Terence Blanchard, the Soul Rebels, the Original Pinettes — New Orlean’s only all-female brass band — and the Spirit of New Orleans Gospel Choir. Harry Connick Jr. also joined in with Leroy Jones on trumpet and Freddie Lonzo on trombone.

The live performance came after a message from Fox Sport’s team about the resiliency of Americans in the wake of tragedy, particularly the recent attack in New Orleans on New Year’s Day, the devastating hurricanes the southeast U.S. in recent months and the deadly wildfires in Los Angeles.

Lady Gaga performed as part of this pre-taped segment, singing “Hold My Hand,” her song from “Top Gun: Maverick.”

And, Brad Pitt introduced the Super Bowl on Fox with a video championing the resilience of Americans and the unifying aspect of the NFL championship.

— Sarah Whitten

CNBC Sport is now a podcast.

Each week we bring you interviews with the biggest names in the business, like ESPN Chairman Jimmy Pitaro, NBA Commissioner Adam Silver, ESPN NFL Analyst Mina Kimes and more.

Follow and listen wherever you find your podcasts.

How much protein is in an Oikos yogurt?

According to the Danone brand’s Super Bowl spot, it’s enough that “Ted Lasso” star Juno Temple can lift NFL defensive end Myles Garrett on her shoulders and run through a packed airport to reach his gate.

The ad specifically highlights Oikos Pro and Oikos Triple Zero, both of which tout high protein content on their packaging.

In recent years, U.S. consumers have been upping their protein intake, leading to a swell of snacks and drinks aimed at addressing the dietary change. The growing adoption of GLP-1 drugs has only increased this demand because patients need to eat enough protein to prevent muscle loss.

— Amelia Lucas

BetMGM CEO Adam Greenblatt really wants the Eagles to win Sunday’s Super Bowl, because it’s best for the sportsbook.

Greenblatt spoke to CNBC about improvements in the digital product and how they’ve fueled momentum to start 2025. He said more parlay offers on an app that operates faster is drawing in higher margin players.

And while Greenblatt is optimistic about BetMGM’s potential for growth in sports betting, he said the online casino business, or iGaming, is on fire, with a 55% year-over-year increase in active players, without adding any additional markets or states.

— Contessa Brewer

Fanatics Sportsbook is looking to show off the innovative ways it rewards its players and the advantage it gives them over their competitors.

Fanatics Betting and Gaming CEO Matt King sat down with CNBC to talk about the company’s loyalty program powered by FanCash, which customers can then use to buy sports merchandise from Fanatics. The company says at least 3 in 4 Fanatics Sportsbook customers are using FanCash each month for purchases.

It’s also introduced a type of parlay insurance as part of the Fair Play program for instances when an athlete is injured early in a game. King said the sportsbook has refunded about $3.5 million under the program so far.

— Contessa Brewer

DraftKings co-founder and CEO Jason Robins spoke to CNBC fresh off an NFL regular season that cost U.S. sportsbooks big time as fan favorites kept winning.

Robins said “diverse bet offerings will make game outcomes less impactful.” For instance, he said more money is coming in on player props.

DraftKings and other sportsbooks face the prospect of much higher state taxes in Ohio and Maryland, even as competition increases from sweepstakes-style gaming, fantasy plus, prediction markets and offshore.

“You are talking orders of magnitude larger than is going to be wagered in the legal market this year,” he said. 

— Contessa Brewer

The cost of Super Bowl commercials steps up ever year — this year some went for a record $8 million — and yet ad industry executives say the cost is still worth it.

The reason? No other TV event beckons such a large audience in one sitting. Last year more than 123 million people tuned into the Super Bowl. This year it’ll be broadcast on Fox, as well as aired on its free streamer, Tubi, which could mean more viewers, too.

“The scale and buzz factor still delivers a punch,” said Amy Leifer, DirecTV’s chief advertising sales officer.

For brands there are some factors that play into whether spending big on the Super Bowl is worth it. One important factor is the ad’s placement during the game, getting as specific as what quarter the ad airs in. And thinking of the target audience rather than the size of the audience is important, too, said Andre Banks, CEO and founder of ad data firm NewWorld.

Launching a new product is always a positive during the Super Bowl, said Kevin Krim, CEO of EDO, an ad data firm. When companies like Kia and Popeye’s launched new products in Super Bowl commercials in recent years, online engagement with the brands remained elevated in the weeks after the game, Krim said.

— Lillian Rizzo

Cosm, the immersive sports-viewing venue company, is looking to go international — and potentially to raise new funding.

CEO Jeb Terry told CNBC Sport this week that Cosm is fielding inbound calls from real estate developers and municipality leaders in countries around the world.

“I get calls daily from everywhere in Europe,” Terry said. “You look at calls from China, the Middle East, Japan. Australia is banging down our door. There’s an opportunity to bring these venues globally, and we’re looking to figure out what’s the best path to do that.”

Watch the full interview above.

— Alex Sherman

Content creators will play a pivotal role in the NFL’s strategy to attract Generation Z and Alpha audiences for this year’s Super Bowl.

Hundreds of creators are swarming the Big Easy for Super Bowl 59, getting paid as much as six figures to make content for brands like Microsoft, Verizon, Electronic Arts and Nike.

The initiative, in collaboration with platforms like YouTube and Snapchat, underscores the NFL’s shift toward marketing strategies that prioritize digitally native audiences.

— Zach Vallese

It’s a big weekend for Caesars Entertainment – the first casino partner of the NFL – with naming rights to the Caesars Superdome and a new $435 million renovation to unveil at its casino, sportsbook and hotel in New Orleans.

CEO Tom Reeg told CNBC it’s a huge opportunity to introduce, or re-introduce, the brand to customers.

“Maybe they’ve got a dated view of what Caesars used to be, even in New Orleans,” Reeg said. “They see this and go back and are impressed with it.”

As of Sunday around 4 p.m. ET, the sportsbook had tallied seven bets for more than $100,000 each. The largest wager placed with Caesars, for $250,000, was placed on-site at Caesars New Orleans.

— Contessa Brewer

FanDuel CEO Amy Howe spoke to CNBC about how she expects the company’s investment in the Super Bowl bonanza to pay off in customer acquisition opportunities.

When asked about a bipartisanship request for the DOJ to investigate alleged anti-competitive practices by FanDuel and DraftKings, Howe said she’s confident that FanDuel is compliant with antitrust laws, “but there is still a half a trillion black market with offshore operators that aren’t paying any taxes.”

— Contessa Brewer

In a message from the White House ahead of the Super Bowl, President Donald Trump congratulated the players, coaches and staff on the Eagles and Chiefs, saying that they “represent the best of the best in professional football, but they also embody the best of the American Dream.”

“Their hard work, dedication, and tenacity is admirable, and their individual journeys are as inspiring as the drive and determination that has led them to this extraordinary moment,” he added.

In the message, Trump also offered condolences to the families who lost loved ones in the terror attack in New Orleans on New Year’s Day.

“While thousands of fans from across our Nation gather in New Orleans to cheer on their favorite team, we remember that 14 families will be missing a loved one who was tragically murdered during a senseless terrorist attack while celebrating the New Year on Bourbon Street,” the president wrote. “Our thoughts are also with the 35 individuals injured during the attack whose lives were changed forever that fateful night, and our prayers will remain with them for continued strength, comfort, and healing.”

— Alexandra Marquez, NBC News

Buyers from Pennsylvania have purchased 15% of Super Bowl tickets sold on ticketing site StubHub, according to data from the company Sunday. Buyers in Kansas and Missouri have purchased 8.4% of tickets.

The average price of tickets sold at this point is just over $6,500, more than 20% lower than the average price last year.

“This Super Bowl has sold more tickets than any Chiefs Super Bowl in StubHub history, thanks to more approachable prices compared to previous years. Fan interest for this rematch has remained strong with buyers coming from 18 countries outside of the U.S. … demonstrating the NFL’s continued global appeal,” said Adam Budelli, spokesperson for StubHub, in a statement.

— Sara Salinas

On the heels of a record Super Bowl audience last year, the 2025 championship has “a chance” to top it, according to NFL Chief Media and Business Officer Brian Rolapp.

“It’s got a chance, considering the last time they met two years ago, it was the second-most watched Super Bowl. So if the game is close, I think it’s got a chance,” Rolapp said in an interview with CNBC Sport.

Rolapp sat down with CNBC Sport in New Orleans ahead of the big game. He also spoke about media rights, international expansion and ticket prices.

Watch the full interview above.

— Alex Sherman

CNBC Sport sat down with Kansas City Chiefs owner Clark Hunt ahead of Super Bowl 59.

He spoke about the team’s valuation compared with top NFL rivals, whether he would sell a stake to private equity, and the prospect of expanding the NFL season to 18 games. He also spoke about how Taylor Swift is changing the team’s fanbase.

Watch the full interview above.

— Alex Sherman

Americans are expected to bet almost $1.4 billion on the Super Bowl via legal sportsbooks, according to the American Gaming Association. That would be a record for wagers on the big game.

— Contessa Brewer

Jon Batiste will help kick off Super Bowl 59 with a rendition of the national anthem.

This is the Grammy Award-winning artist’s first appearance in the Super Bowl as a performer. Batiste formed the band Stay Human while attending Juilliard and has performed as the house band for “The Late Show with Stephen Colbert” on CBS since 2015.

The big question is how long will it take Batiste to belt out the anthem? You see, there’s always a prop bet on the length of the national anthem.

Here’s how long previous singers have taken:

• 2024: Reba McEntire – 1:36
• 2023: Chris Stapleton – 2:01
• 2022: Mickey Guyton – 1:51
• 2021: Eric Church and Jazmine Sullivan – 2:17
• 2020: Demi Lovato – 1:49
• 2019: Gladys Knight – 2:01
• 2018: Pink – 1:52
• 2017: Luke Bryan – 2:04
• 2016: Lady Gaga – 2:23
• 2015: Idina Menzel – 2:04
• 2014: Renée Fleming – 2:03
• 2013: Alicia Keys – 2:36
• 2012: Kelly Clarkson – 1:34

— Sarah Whitten

The Kansas City Chiefs have risen to dynastic success in recent year under head coach Andy Reid. Led by Patrick Mahomes, Travis Kelce and Chris Jones, the team has appeared in five Super Bowls since 2019, winning three.

This year, the team seeks to be the first team in the history of the NFL to win three Super Bowls in a row.

Before the arrival of quarterback Mahomes in 2017, the Chiefs only had one Super Bowl title, back in 1969. Since Mahomes, the Kansas City Chiefs have played in every AFC Championship game.

Mahomes has also been named the Super Bowl MVP in each of the Super Bowls in which his team was victorious.

— Sarah Whitten

Host city New Orleans is expecting an estimated 125,000 visitors this weekend — including President Donald Trump.

Hotel demand surged in the past week, with a spike in interest from travelers in Pennsylvania, New Jersey, Kansas and Missouri, according to travel site Tripadvisor.

Safety officials have ramped up their security efforts for the weekend in light of a New Year’s Day attack in New Orleans’ French Quarter that left 14 people dead.

— Contessa Brewer and Jessica Golden

If you’re a fan of pairing your football with some chicken wings, your wallet will be taking less of a hit this year than usual. Despite the bird flu outbreak, which has decimated egg-laying flocks, chickens raised for meat have been mostly unaffected.

Inflation on an annual basis for fresh and frozen chicken parts is hovering just above 1% nationwide, according to the most recent consumer price index from the U.S. Bureau of Labor Statistics. That’s about half the national average for the overall CPI.

However, previous bouts of inflation mean that chicken prices are much higher than they were just four years ago. The price for chicken parts today is up almost 25% from 2021. By contrast, the general CPI is only 21% higher than it was four years ago.

— Gabriel Cortés

Rapper Kendrick Lamar is headlining this year’s halftime show fresh off a massive night at the Grammys.

Lamar’s “Not Like Us” single swept all five categories it was nominated in last weekend, winning Record of the Year, Song of the Year, Best Rap Performance, Best Rap Song and Best Music Video.

The song made waves when it was first released in May as one of several diss tracks traded between Lamar and fellow rapper Drake. Drake last month sued his record label, Universal Music Group, claiming the label, which also represents Lamar, defamed him by distributing a “false and malicious narrative” with the song.

Lamar is launching a national tour with R&B singer SZA in April. SZA is also set to perform during Sunday’s halftime show, sponsored by Apple Music.

— Sara Salinas

Rob Gronkowski had two chances at FanDuel’s “Kick of Destiny” — now it’s the Manning brothers’ turn.

During the Super Bowl pregame show in New Orleans, Peyton and Eli Manning will each get a chance to kick a 25-yard field goal in what’s becoming the most high-profile annual pregame betting opportunity.

According to FanDuel’s official rules, if both Mannings miss their field goal, the marker is moved up five yards. If they both make it, the ball remains at the same spot and they kick again. If the brothers match each other, the third round will turn to tie-breaker rules.

Fans have until 3:00 p.m. ET to lock in their vote for which brother will be victorious. Winners will receive an equal share of the $10 million prize pool.

— Sarah Whitten

Viewers looking for a Spanish-language telecast of the Super Bowl will have two options this year: Fox’s cable TV network Fox Deportes and NBCUniversal’s over-the-air broadcaster Telemundo.

The first time the Super Bowl aired in Spanish was in 2015 on Fox Deportes. Telemundo’s first broadcast of the Super Bowl took place in 2022, and the network has seen its viewership of NFL games significantly grow since then. Last fall, the two networks announced they would each air the Super Bowl and produce separate broadcasts.

While NFL games, especially the Super Bowl, are known for their explosive ratings, the league has been pushing to expand its audience, both globally and within the U.S. A key part of that strategy is Hispanic viewership, CNBC reported last year.

— Lillian Rizzo

Advertisers once again shelled out a record amount for spots during the Super Bowl this year. Broadcaster Fox sold out of ad spots in the fall for the Super Bowl, and more than 10 of its 30-second commercials were priced at $8 million, CNBC previously reported. Advertisers that got in early spent more than $7 million, the person said.

Few live events or TV programming garner the audience that the Super Bowl does each year, ensuring advertisers are willing to pay up to have their brands in front of millions of eyeballs at once.

Last year Nielsen reported roughly 123.7 million people watched the Super Bowl. This year has potential for even more viewers with Fox offering the game on its free streaming service Tubi.

— Lillian Rizzo

The Super Bowl is no stranger to streaming as broadcasters have been offering simulcasts of the game on their services in recent years. What’s different this year is that the Super Bowl will be available on Tubi, the Fox-owned free, ad-supported streaming service.

Consumers without cable TV subscriptions or access to the game through traditional methods will be able to watch it for free on the Tubi app, which is available on streaming TVs, devices and phones.

Fox Deportes’ Spanish-language telecast will be offered, too, and Tubi will have an exclusive pregame Red Carpet show for those looking for an alternative to the typical pregame show.

Tubi’s viewership skews toward millennials, Gen Z and women, expanding potential fandom for the NFL and reach for advertisers that have shelled out big bucks.

Tubi will air the same feeds as those broadcast by Fox — commercials and all.

— Lillian Rizzo