Just like everyone who drafted Josh Allen in fantasy football, Therabody is excited to have the NFL MVP on its team.

The company has named Allen its first Performance Advisor and launched a national campaign with the QB. The creative highlights Allen’s real-life recovery routines using Therabody’s new multi-therapy “Plus” lineup (including Theragun PRO Plus and JetBoots PRO Plus). It’s narrated by Allen’s QB coach, Jordan Palmer.

Beyond ads, Allen will also advise on product development and athlete education.

Lipton Hard Iced Tea knows that “touchdown dance” you’re doing is really just you hopping around because you had too much to drink. That’s why the company made fans V.I.PEEs this weekend.

Ahead of the Buffalo Bills game on Sunday, at the Hammer’s Lot outside of the stadium, Lipton installed a luxury bathroom activation. This included 10 pristine stalls managed by a bouncer, photo ops, oversized games, and giveaways.

But it wasn’t exclusive for Lipton drinkers alone. The activation gave all 21+ fans the chance to participate—which we’re guessing was a relief in more ways than one.

“Beer has long dominated tailgate culture, but it also dominates the porta-potty lines,” Kristin Mizushima and Katie Reid, co-creative directors at Founders Agency, said in a statement. “By solving tailgating’s dirtiest problem, Lipton Hard Iced Tea gave fans a reason to rethink the ritual and try out hard tea.”

Ahead of the NFL season, Visa is blitzing scammers with two different ads, recruiting Janelle James (Abbott Elementary) and NFL stars to showcase how the brand protects consumer purchases.

In “The Purchase,” James joins Christian McCaffrey to tackle the scammers trying to take your info. Meanwhile, “Pocket Protection” showcases NFL stars like Fred Warner, Kyle Hamilton, and TJ Watt rushing in to keep your finances safe.

The ads come from Visa and Anomaly, with production from HungryMan, editing from Cabin, a mix from Lime, vfx from JAMM, color from Trafik, and music from Squeak E. Clean.

In its third season as the Official Automotive Partner of the NFL, Toyota North America is “All In. All Season” with its player partners, support of league flag football efforts, and its new ads showcasing it all.

Premiering during the NFL Kickoff Game on September 4 between the Philadelphia Eagles and Dallas Cowboys, Toyota’s latest NFL spot showcases its brand and vehicles at tailgate parties, flag football games, and driveway score updates, as the automaker seeks to establish its presence within the NFL ecosystem. It’s helped along the way with cameos from the New England Patriots’ Christian Gonzalez, the Green Bay Packers’ Jordan Love, the Los Angeles Rams’ Puka Nacua, retired New York Giant Eli Manning, and San Francisco 49ers quarterback Brock Purdy—who notably gifted his entire offensive line Toyota trucks at the end of last season.

Breitling and the National Football League are teaming up for a multiyear global partnership, with Breitling becoming the first global luxury timepiece partner for the league.

Along with the news, Breitling has launched two NFL team-edition collections: the Chronomat Automatic GMT and the Endurance Pro, featuring specially designed timepieces for each of the league’s 32 teams.

“This partnership unlocks new possibilities and value for the NFL, allowing us to set a new standard for our brand,” Renie Anderson, evp and CRO for the NFL, said in a statement. “We look forward to integrating the bold spirit of Breitling with the power of our sport to connect with fans through meaningful, lasting products and tailored experiences tied to some of the league’s biggest moments.”

The Official Sub Sandwich Sponsor of the NFL just made retired New York Giant, two-time Super Bowl champion, and adopted Jersey guy Eli Manning its newest spokesperson… which isn’t sitting well with current Jersey Mike’s face, Danny DeVito.

The new national campaign, developed with creative partner Highdive, has DeVito crashing through a ceiling to accuse Manning of stealing his job and bringing his lawyer through the ceiling with him. Two more ads will follow this fall, as Manning will get appropriately Jersey-levels of defensive about this.

The campaign marks Jersey Mike’s first NFL foray since beginning the sponsorship back in April.

Applebee’s enters its second season as the Official Grill + Bar Partner of the NFL, bringing back Detroit Lions coach Dan Campbell as “head shift manager” for players including Las Vegas Raiders running back Ashton Jeanty and Houston Texans quarterback C.J. Stroud.

Overseeing the launch of the brand’s $14.99 Ultimate Trio appetizer that lets diners choose any three of a list of 10 appetizers and blend them with 10 sauces, Campbell and his crew are also kicking off a season that launches new dirty fountain sodas and $6 NFL Sips cocktails.

FanDuel recently developed a new platform with creative partners Arts & Letters called “Play Your Game” that is hitting with a multi-pronged campaign throughout the season. 

The relatively simple initial ads highlight basic features of the platform—like same-day parlay bets—while a spot around the platform’s Futures Day on August 26 was meant to draw fans to long-term bets, including Super Bowl champions, win/loss totals, and MVP honors.

To boost the sportsbook end of its business, Fanatics recruited retired LSU champion gymnast Olivia Dunne to film three ads as part of a campaign explaining the benefits of its particular platform. The first places Dunne in a bathtub on the 50-yard line of Pasadena’s Rose Bowl, the second has her eating a turkey leg in the stands, and a third has her being pushed on a blocking sled.

Ostensibly, “Explained by Livvy Dunne” is meant to tout the platform’s FanCash rewards, a Gameday Guarantee FanCash promotion, and Fair Play protection in 30-second and 15-second spots. The ads, directed by Grammy-winning filmmaker Calmatic—who was behind Lil Nas X’s “Old Town Road” and Kendrick Lamar’s “Squabble Up”—tell new bettors how they’ll get up to $100 in FanCash back if their first football bet loses on game day, how bets are protected if a player is injured in the first half, and how to spend FanCash all over the Fanatics universe.

Daily fantasy sports operator PrizePicks launches its campaign “It’s Good To Be Right,” with two spots including Super Bowl champion Marshawn  Lynch, actor Adam Devine, comedian Drew “Druski” Desbordes, and College Football Hall of Famer Reggie Bush. Developed with creative agency Preacher and Klutch Sports Group, the campaign’s initial spot features Lynch and Devine walking through Los Angeles, mocking their failed business ventures before making the right calls on PrizePicks. Those failed businesses—a scent called Devinity and a cookbook titled Yeast Mode—briefly appeared in the wild just before the spot launched.

Meanwhile, the second ad has Druski looking for insider football info from Bush during a workout, which leads to an argument about their differing views of what they’re trying to accomplish. The campaign will feature more than a dozen new spots of similar themes on PrizePicks social media platforms.

The Official Pizza Sponsor of the NFL is riding into this season on the Deal Deer: a sad, introspective, talking cervid who debuts while being ridden by 49ers tight end George Kittle into a living room window. Yes, he’s offering fans two large 1-topping pizzas for $4.99 each, but at what personal cost?

The campaign brings back Detroit Lions receiver Amon-Ra St. Brown, while bringing in Philadelphia Eagles running back and Super Bowl champion Saquon Barkley for a co-branded spot with Pepsi. Focusing on its Pizza!Pizza! catchphrase, Little Caesars will be partnering with certain NFL teams in their local markets, including the Lions, Eagles, Kansas City Chiefs, Los Angeles Rams, Miami Dolphins, New Orleans Saints, Pittsburgh Steelers, Tampa Bay Buccaneers, Tennessee Titans, and San Francisco 49ers.

It’s also bringing back the Pizza! Pizza! Pregame, where customers earn rewards by completing pregame orders and challenges through the app.

Official NFL sponsor DraftKings calls LeBron James and Kevin Hart off the bench for two ads heading into the latest season.

Declaring itself the “Home of Touchdowns,” DraftKings is throwing it back to two of the biggest NFL moments of the early 21st Century: Tennessee Titans tight end Frank Wycheck’s “Music City Miracle” 70-yard touchdown lateral to receiver Kevin Dyson in 2000 and Kansas City Chiefs running back Jamaal Charles’ five-touchdown game against the then-Oakland Raiders in 2013.

When Hart isn’t mocking LeBron for one-line answers or for a beard that looks as if it was grown on a $5 bill—or actively wishing Shaquille O’Neal was there instead—he’s lauding Charles’ and Dyson’s work while pushing DraftKings’ latest offer. The platform is giving customers who bet $5 another $200 in bonus bets while taking $200 off the cost of NFL Sunday Ticket on YouTubeTV, which costs $276 for new subscribers and $480 for returning subscribers.

In Season 2 of its “The Backup” campaign, Progressive enlists backup quarterbacks, including the Tampa Bay Buccaneers’ Teddy Bridgewater, former New York Giant Tommy DeVito, former Cleveland Browns player Tyler Huntley, and the Buffalo Bills’ Mitch Trubisky, to assure customers that the brand will be around if something goes awry.

The first spot in the campaign features DeVito stepping in for an oversmiling family member during a photo shoot. This spot makes its debut on Fox during the Ohio State-Texas college football matchup, but it will also push its way into the 18-week NFL season.

The spot also launches a sweepstakes for fans across the insurer’s social channels.

State Farm debuted two new ads just ahead of the 2025 NFL season, capitalizing on both its connection to the league and its creative partnership with The Marketing Arm (TMA).

In the first, Kansas City Chiefs quarterback and longtime friend of State Farm, Patrick Mahomes—from jazz-saxophone baths to bundling with teammate Travis Kelce on “Maauto”—makes the same comparison for trainers.

State Farm, he posits, is more like the knowledgeable and incredibly helpful Chiefs athletic trainer Julie Frymyer (who makes a cameo in the spot), while standard insurance is more like pop star Meghan Trainor—who reworks her biggest hit into “All About That Brace” while trying to attach a leg brace to Mahomes’ arm and using athletic tape as rhythmic dance streamers.

The theme continues into a second spot, in which Detroit Lions defensive end and defensive captain Aidan Hutchinson returns for his second season with State Farm as a comparison for the brand and other insurers. In this case, Jake From State Farm explains that having average insurance instead of State Farm is like needing a captain for your defense—and getting a net-throwing, jig-dancing sea captain.

Jalen Hurts recently said that he has “moved on” from the Philadelphia Eagles’ Super Bowl 59 win. He’s undoubtedly locked in on the season ahead, but with NFL kickoff also comes a new brand partnership for the famously stoic MVP quarterback.

Hurts is the first NFL player to front Sprite’s long-running “Obey Your Thirst” campaign, which returned Monday, July 28, with a new ad called “Success Hurts.”

The amusing 30-second spot sees Hurts being questioned by an overbearing reporter named Thirsten A. Sip (we see what you did there, Sprite). Sip asks Hurts a barrage of irrelevant questions in settings ranging from a press conference to a restaurant, all the way to the tailor.

“Being a part of the next ‘Obey Your Thirst’ campaign is really special,” he exclusively told ADWEEK via email. “This partnership brings back a lot of childhood nostalgia and not only speaks to my core values, but to the standards I’ve set for myself throughout my career—showing up and being yourself is always enough.”

ESPN is making significant changes ahead of the 2025 college and NFL football seasons, and its new campaign from ESPN Bet Sportsbook is guiding fans through the tunnel, connecting games, gaming, and content.

ESPN Bet launched its “Sportsbook for Sports Fans” marketing push, with new ads showing fans navigating data and bets from the couch, changing up their fantasy football roster at the bar, and making parlay bets in a laundromat with picks from ESPN personalities—including ad narrator and ESPN First Take host and executive producer Stephen A. Smith.

Developed with help from creative agency Prophet, the spots showcase the sportsbook’s recently introduced FanCenter, which personalizes offerings based on wagering history, ESPN app favorites, and players on their fantasy rosters. The ads also highlight updating player stat cards and game logs, as well as featured bets from Smith and First Take, host Mike Greenberg and his Get Up show, ESPN Bet Live, and other programming.

In a nod to one of ESPN’s biggest recent moves, the campaigns show bet-tracking features that allow fans to follow their bets on screen while watching games on the recently launched ESPN streaming app. As ESPN president Jimmy Pitaro told The Athletic during the app’s launch earlier this week, “it is the first inning” of the company’s digital and streaming innovations and integrations.

The NFL has been a league of stylish players touting comfort-casual clothing from various apparel partners… until this season.

The National Football League just announced a multiyear deal naming Abercrombie & Fitch as its first Official NFL Fashion Partner. While Abercrombie has produced NFL-licenced products since 2022—leaning heavily into bold, colorful, ‘90s-influenced vintage design—the new partnership goes several steps beyond by bringing in the league’s players to lead campaigns and create their own apparel.

One of the partnership’s first initiatives, Abercrombie Style Concierge, provides curated outfits for certain NFL athletes and access to Abercrombie styling experts. Among those receiving the earliest access to the program are players starring in Abercrombie’s national campaign touting the partnership, including Christian McCaffrey (San Francisco 49ers), Amon-Ra St. Brown (Detroit Lions), CeeDee Lamb (Dallas Cowboys), and Tee Higgins (Cincinnati Bengals).

Other initial “Style Concierge” players include Fred Warner (San Francisco 49ers), Drake Maye (New England Patriots), Cooper DeJean (Philadelphia Eagles), and Jake Ferguson (Dallas Cowboys).

Snickers has been telling Americans that they’re just not themselves when they’re hungry for the last 15 years.

Mars’ candy-bar colossus reminded them yet again with a pair of spots starring Buffalo Bills quarterback Josh Allen.

“You’re Not You When You’re Hungry” came storming out of the gate at the 2010 Super Bowl with a 30-second spot from BBDO featuring the incomparable Betty White playing football in the mud with a bunch of bros straight out of central casting. After White gets sacked and decides to take a time out with a Snickers bar, she metamorphoses into a strapping young jock.

The latest ads (still from BBDO) hold fast to that formula. The cornerstone spot shows us Allen’s father dozing off while reading his adult son—in bed, wearing his Bills uniform—a bedtime story. With a bite of a Snickers bar, delirious dad blinks, and he’s again reading to Allen as a boy. The second features Allen rescuing a heat-exhausted construction worker by snatching a Snickers bar from an ice chest he has handy.

The Anheuser-Busch InBev brand’s latest campaign brings back its longtime partner Peyton Manning and its limited-edition NFL team cans.

Fan loyalty reaches epic heights in “Parachute,” created by Anomaly New York. Hall of Fame quarterback Manning parachutes into a stadium as a member of the NFL airman brigade. But when he sees an ice-cold Bud Light, he calls out his famous “Omaha” audible and changes course towards the beer.

The ad will run in 30- and 15-second formats during the NFL season.

This marks Manning’s sixth campaign with Bud Light and includes the return of Bud Light’s NFL team cans, which feature the logos and colors of 27 sponsored teams, as well as QR codes that give fans access to exclusive content and experiences.