Several Texas-linked figures appear in Super Bowl LX commercials during Seahawks victory

February 9, 2026

Sunday's Super Bowl broadcast, which ended with the Seattle Seahawks defeating the New England Patriots 29-13, also served as a stage for multiple advertisements highlighting Texas talent and companies. With millions tuning in, advertisers used the event to showcase products, personalities, and a local political message to a national audience.

Austin-founded boot company Tecovas, launched in 2015, placed a cinematic commercial in the lineup. The ad, previously released last year, expands on the brand's Western imagery with sweeping landscapes, horses, and a lone train, closing on a rhetorical take about bringing more Western character into people's lives.

Poppi, the beverage brand, recruited pop star Charli XCX for a high-energy spot set in a college classroom. After a student opens a Poppi, the room explodes into dancing, followed by surreal moments that include a ceiling collapse, glitter being vomited, a cowgirl on a white horse, and a flamethrower, with actress Rachel Sennott making a memorable entrance.

Bud Light's commercial featured Dallas-raised Post Malone alongside former NFL quarterback Peyton Manning in a wedding scene. When a keg begins rolling down a hill, Post Malone pursues it and the spectacle draws the bride and many guests, culminating with the group sharing cold beer at the bottom of the slope.

Matthew McConaughey returned in a new Uber Eats advertisement, trading barbs with Bradley Cooper about the company’s motivations tied to sports. Parker Posey appears briefly, and the spot ends with a quip that frames both beef and squash as types of food, after Cooper asks to settle their disagreement.

On the political side, Texas state representative James Talarico, a Round Rock native, ran a television ad targeting billionaire influence on politics. Talarico pledges to limit PAC spending, tighten contribution caps, and restrict stock trading by officeholders. That spot will air specifically in the Houston market; his campaign spent six figures on the ad, while a national 30-second Super Bowl buy costs about $10 million, per national coverage of ad rates.

Together, these commercials demonstrate how advertisers and campaigns leaned on the Super Bowl’s audience to amplify messages, blending entertainment, brand storytelling, and regional politics during the game’s high-profile three-hour broadcast.