As advertiser excitement for the big game endures, tune in here for updates on all of the brand announcements ahead of kickoff on Feb. 9.

Eagerness abounds when it comes to marketers’ intention to show up for Super Bowl LIX on Feb. 9, 2025. Fox at the start of November had already sold out of all its Super Bowl advertising inventory, with a 30-second ad going for about $7 million.

Brands were quick to begin unveiling their big game plans, including Skechers, which announced what will be its 12th appearance just three months after 2024’s game. Enduring consumer interest in the Super Bowl helps explain advertisers’ excitement: The 2024 Super Bowl, broadcast by CBS, attracted an audience of over 115 million viewers.

It’s not yet clear what will be the focal point of marketers’ strategies for the upcoming big game, or how ongoing experimentation around tech like generative artificial intelligence (AI) will mesh with more tried-and-true tactics like celebrity appearances, though the latter strategy has grown increasingly oversaturated.

The Super Bowl LIX halftime show, which will be headlined by Kendrick Lamar, is sponsored for a third consecutive year by Apple Music following a decade-long run by Pepsi. Super Bowl LIX will be played at Caesars Superdome in New Orleans.

Marketing Dive will update this tracker with all of the brand announcements in the lead-up to the big game. Be sure to check in here for the latest news regarding advertising’s flashiest showcase.