Some of the most iconic commercials, like Budweiser’s 2014 commercial with a puppy and a horse, have been aired during this game. Last year’s Super Bowl, which featured the L.A. Rams and the Cincinnati Bengals, drew 112.3 million viewers, up 16% the year prior. This Sunday’s match up between the Kansas City Chiefs and the Philadelphia Eagles is already making history.

2023 Super Bowl ads were sold at record-breaking price. Fox is selling 30-second ad spots for $7 million. The biggest spender is alcohol brand Anheuser-Busch with three minutes of national airtime. But before during and after the game is over, brands are using promo to keep consumers engaged.

Here’s how promotional products are being used during Super Bowl LVII:

1. To Commemorate A Rihanna Concert

There’s a football game at the Rihanna concert. Oh wait, is it the other way around? Superstar Rihanna will be headlining the halftime show during the Super Bowl. To celebrate, Rihanna’s lingerie-loungewear line, Savage X Fenty, debuted a size-inclusive Game Day collection. There are limited edition hoodies, football-printed boxers, jerseys and even a (now sold-out) T-shirt that says, “Rihanna Concert Interrupted By A Football Game, Weird But Whatever.”

2. To Recognize The Local Community

The NFL partnered with four Arizona-bred brands to create an exclusive merchandise collection for Super Bowl LVII. The four selected were Phoenix-based muralist Ashley Macias, Crow Nation member and bead artist Elias Jade, lifestyle brand Manor and indigenous-founded fashion label OXDX. The unique promo lines were unveiled during a pop-up event on Wednesday, February 8, in Tempe, Arizona and will be available online here.

Last year, the NFL launched Origins: An NFL Collection, a grassroots merchandise collaboration program to celebrate the cultural richness and design talent of NFL host cities and communities.

3. To Score A Hole In One

Michelob Ultra’s parent company Anheuser-Busch is the big spender at Super Bowl LVII. With two 30-second spots, Michelob Ultra is taking a big swing with a star-studded ensemble. First, Netflix and Michelob are teaming up to promote an upcoming golf series, Full Swing, with pro golfer Rickie Fowler, former NFL quarterback Tony Romo and pro soccer player Alex Morgan.

Then, Michelob Super Bowl will reference ‘80s comedy Caddyshack in a new ad with an unlikely duo. Tennis icon Serena Williams and Scottish actor Brian Cox play a round. To connect with fans on the green, Michelob Ultra released a line of golf apparel and accessories.