Super Bowl live updates: Seattle Seahawks stars say Super Bowl LX win is still sinking in

Right by San Jose's SAP Center, a block party is kicking off Super Bowl fun for families to enjoy a night out. Seahawks fan Kelley Hester traveled from Houston.

Right by San Jose's SAP Center, a block party is kicking off Super Bowl fun for families to enjoy a night out. Seahawks fan Kelley Hester traveled from Houston.

"It is- it's just exciting I mean the whole vibe of being around the Super Bowl, all the excitement, everything going on it's great," Hester said.

Hosted by Hapa's Brewing Company, football fans can come out both on Wednesday and Thursday. On Friday, thousands of people will take over the heart of downtown San Jose.

San Jose Foos and the city are throwing a two-day block party around City Hall - similar to this one last spring with DJ Fisher.

We spoke with founder of SJ Foos, Anthony Gomez.

"They're really coming from around the world Dom Dolla is a worldwide act, Kehlani, worldwide act," Gomez said.

Oakland native Kehlani who just received two Grammy's will perform Friday.

"I get like goosebumps when I stand on the stage and look out to the sea of people, and just seeing everyone have a good time that's kind of like my purpose," Gomez said.

If you don't have a ticket - Pete Be Center in downtown just opened. We spoke with owner, Pete Be.

"We have all of our permits in place, and we're ready to rock- I'm excited about this," Be said.

Be says this is the largest privately-owned music venue in the Bay Area. And they have serious talent coming this Super Bowl weekend.

"We got the Da Baby, we got Two Chainz, we got Natalie Nunn, Ying Yang Twins, we got French Montana and we also have a surprise guest right after the Super Bowl," Be said.

The Pete Be Center will have 250 shows with different music genres. Be said the tickets are affordable.

"What we try to do is we try to keep the tickets reasonable, so the average people, the middle class, the working class can come out here and enjoy without breaking their wallet without breaking that pocket," Be said.

If you're looking to find where to party during the game - or the half time show - head to La Más Querida Cantina & Cocina. On Super Bowl Sunday, guests will have the option of ordering first round shots or beers for $5.

You can also order a shot with the "Bad Bunny experience." I spoke with server Marisol Torres about the artist making history performing in Spanish on one of the country's biggest stages.

She said hearing the Spanish language and the Super Bowl together will feel like a big moment and that we're all equal.

Levi's Stadium will showcase new food and decor inspired by the Bay Area for Super Bowl 60.

When Super Bowl 60 attendees arrive at Levi's Stadium on Sunday they will be treated to more than just a great football game: a uniquely Bay Area experience with special food and decor.

On Wednesday, ABC7 got a firsthand look at Levi's Stadium's field and Super Bowl food and drinks.

Officials say NFL crews worked for five weeks reconfiguring the stadium to host 65,000 fans and media from around the world.

They also worked hard to make sure the gig game has a Bay Area look and feel.

"Our NFL creative team really did a great job looking to the Bay and bringing the redwoods and a lot of that local flair that you'll see pop up throughout the different elements of it," NFL Senior Manager of Live Event Operations Kelsey Pietrangelo said.

Full story here.

Bad Bunny is expected to perform the Super Bowl halftime show on Sunday entirely in Spanish -- which has inspired fans to quickly learn the language.

In October, the Puerto Rican singer -- born Benito Antonio Martínez Ocasio -- kicked off the 51st season of "Saturday Night Live" expressing pride over the achievement in Spanish, after which he said in English, "If you didn't understand what I just said, you have four months to learn!"

That declaration further stoked the anger of some conservatives who have vilified Bad Bunny for speaking out against President Donald Trump's anti-immigrant policies. The singer canceled the U.S. portion of his tour last year out of fear that Immigration and Customs Enforcement agents would target his fans.

There's been a frenzy online of people posting about Bad Bunny lyrics, including Puerto Ricans explaining slang used by the singer and non-Spanish speakers documenting their journey to learn Spanish.

Anticipation for his halftime performance has only intensified since last weekend, when his album, " Debí Tirar Más Fotos," became the first Spanish-language album to win the Grammy for album of the year. He did not shy away from addressing targeted federal immigration operations at the awards.

"Before I say thanks to God, I'm going to say ICE out," he said in English after winning his first Grammy for música urbana album. "We're not savage, we're not animals, we're not aliens. We are humans and we are Americans."

Fans are learning Spanish before the Super Bowl

Niklaus Miller, 29, has been buckling down on learning Bad Bunny lyrics since the singer's SNL appearance months ago.

"I am delusional enough to be like 'this would be easy. I could pick it up pretty quickly,'" Miller said.

The fervor to learn a new language within a short time span highlights the powerful impact of Latino culture in the U.S. despite the president's anti-immigrant rhetoric and actions.

"It felt like a form of protest," Miller said. "What can I do right now besides what everyone is doing that is trying to help? It just feels good."

Miller said he has gotten messages from people who watch his videos with their parents since he started posting about the process of learning Spanish. They say they feel seen and appreciated.

While Miller hasn't learned Bad Bunny's entire discography, he has learned portions of six songs that he feels will be part of the halftime show, including "Tití Me Preguntó," "DtMF" and "Baile Inolvidable."

The day after Bad Bunny was announced as the halftime act, O'Neil Thomas, 28, a New York City actor and content creator, started learning the singer's catalog.

"I was just so excited because he wasn't an artist that I expected," Thomas said. "And given how we are right now with the state of the country I think he is the perfect person to headline such a humongous stage."

The response to his TikTok videos - showing Thomas learning "NUEVAYoL" and other tracks -- have been really positive, Thomas added. Many Puerto Rican people have reached out, saying they're proud that someone outside the community is attempting to learn about their culture.

Latin music and culture intensify interest in language

"People were already starting to make the effort with learning Spanish as a result of their interest in Latin music," said Vanessa Díaz, associate professor of Chicano and Latino studies at Loyola Marymount University. "The Super Bowl itself is an additional push for a trend that was already happening."

Díaz, who is the co-author of "P FKN R: How Bad Bunny Became the Global Voice of Puerto Rican Resistance," says the rise of Latin music over the past decade has pushed non-Spanish speakers to learn the language. Bad Bunny's clear messaging in his lyrics, videos and performances amplifies that interest, Díaz said.

Spanish is the most spoken language at home behind English in the U.S. -- except in three states, according to U.S. Census data. Over 13% of residents age 5 and older speak it.

For Thomas, Bad Bunny's music offered the perfect opportunity to take on the challenge of learning a new language.

"I love Spanish and I always wanted to learn it," Thomas said. "So, this has been a fun introduction for me to finally hone in."

Both Miller and Thomas said that learning Spanish, specifically Puerto Rican Spanish, in a short period of time has been a unique challenge.

Thomas said listening to Bad Bunny's music casually is a different experience than learning the lyrics.

"Listening to his music is really fun," Thomas said. "The amount of times I've pressed rewind just to get a phrase, I can't even count."

Miller said the hard part about learning the songs is that the Puerto Rican dialect tends to chop some words and it is very fast. Miller said if he hasn't worked on understanding a song for days, he might forget the pronunciation and it's hard to come back to it.

"It's fun but then stressful because I am a Type-A person, so that's been hard, honestly," Miller said. "I'm firing on all cylinders."

A landmark for Latino culture is also politically divisive

Bad Bunny's booking at the Super Bowl has been divisive from the start. Trump called the selection "ridiculous." Conservatives have called it anti-American -- even though native-born Puerto Ricans are also U.S. citizens. Turning Point USA is putting on an alternative "All-American Halftime Show" with a lineup led by Kid Rock.

This all comes against the backdrop of Latinos and Spanish-speaking communities being targeted in Trump's immigration crackdowns. His executive actions have vastly expanded who is eligible for deportation and routine hearings have turned into deportation traps for migrants.

For Bad Bunny, the halftime show is the ultimate stage to showcase his music, heritage and global influence. For the NFL and Apple Music, it's a balancing act: deliver a spectacle that celebrates diversity without igniting controversy that scares off advertisers.

NFL Commissioner Roger Goodell has stood by the choice, citing Bad Bunny's immense popularity.

Petra Rivera-Rideau, associate professor of American studies at Wellesley College and co-author of "P FKN R," said there's a long history in the U.S. of Spanish being criminalized.

Bad Bunny is making it cool to know the language and changing the narrative around it, Diaz said. Now Spanish is something that people are aspiring to learn.

Díaz doesn't think his performance will necessarily shift how Latinos are perceived in the U.S. but she says it will create an interesting conversation depending on "how people are going to grapple with the magnitude of having someone like Bad Bunny on the stage."

At a time when "the U.S. is targeting Latinos and migrants and Spanish speakers or even those who are just perceived to be any of those things in a way that we haven't seen in our lifetimes," his visibility is powerful, Diaz said.

As Super Bowl Sunday approaches, the battle off the field for advertisers to win over 120 million-plus viewers will be just as heated as the rivalry between the New England Patriots and Seattle Seahawks.

Dozens of advertisers are pulling out all the stops for Super Bowl 60, airing Sunday on NBC. They're hoping that audiences tuning in will remember their brand names as they stuff their ads with celebrities ranging from Kendall Jenner (Fanatics Sportsbook) to George Clooney (Grubhub), tried-and-true ad icons like the Budweiser Clydesdales, and nostalgia for well-known movie properties such as "Jurassic Park" (Comcast Xfinity).

Each year Super Bowl ads offer a snapshot of the American mood - as well as which industries are flush with cash that particular year: from the "Dot-Com Bowl" of 2000 to the "Crypto Bowl" of 2022.

This year's trends include health and telehealth companies advertising weight loss drugs and medical tests, tech companies showing off their latest gadgets and apps and advertisers showcasing AI in their ads.

Villanova University marketing professor Charles Taylor said because of the heavy headlines in the news lately - from the immigration enforcement surge in Minnesota to conflicts abroad - he expects advertisers to stick to a light and silly tone.

"Because of the Super Bowl's status as a pop culture event with a fun party atmosphere, the vast majority of brands will avoid any dark or divisive tone and instead allow consumers to escape from thinking about these troubled times," he said.

Record-breaking prices

Advertisers flock to the Super Bowl each year because so many people watch the big game. In 2025, a record 127.7 million U.S. viewers watched the game across television and streaming platforms.

Demand is higher than ever, since live sporting events are one of the few remaining places in the fractured media landscape where advertisers can reach a large audience. NBC sold out of ad space in September.

Space sold for an average of $8 million per 30-second unit, but a handful of spots sold for $10 million-plus, a record, said Peter Lazarus, executive vice president, sports & Olympics, advertising and partnerships for NBCUniversal. He said he was calling February, with the Super Bowl, Olympics and the NBA All-Star Game, "legendary February."

Lazarus said 40% of advertisers bought across all of NBC's major sports properties, and 70% of Super Bowl advertisers bought the Olympics as well.

Celebrities galore

Featuring celebrities is a tried-and-true way advertisers can get goodwill from viewers. This year, Fanatics Sportsbook enlists Kendall Jenner to talk about the "Kardashian Kurse," in which bad things happen to basketball players she dates.

George Clooney appears in a Grubhub add to promote a deal that the delivery app offers to "Eat the Fees" on orders of $50 or more.

Several ads feature more than one celebrity or sports star. Michelob Ultra shows Kurt Russell training actor Lewis Pullman, as Olympic snowboarder Chloe Kim and hockey player T.J. Oshie watch on a ski slope.

Xfinity reunites Sam Neill, Laura Dern and Jeff Goldblum in a tongue-in-cheek reimagining of "Jurassic Park" that shows an Xfinity tech bringing power back to the island so nothing goes awry.

And Uber Eats enlists Matthew McConaughey for the second year in a row to convince celebrities - this year it is Bradley Cooper and Parker Posey - that football is a conspiracy to make people hungry so they order food.

AI takes the stage

For the second year in a row, AI is making waves in Super Bowl ads.

Oakley Meta touts their AI-enabled glasses in two action-packed spots showing Spike Lee, Marshawn Lynch and others using the glasses to film video and answer questions.

Wix Harmony debuted an ad that features its web design software that uses AI tools. Wix is also airing an add for Base44, an AI app builder. And OpenAI will advertise during the game with a yet-to-be revealed ad.

Svedka Vodka enlisted Silverside AI, an AI studio, to help create their ad, which features their robot mascot FemBot along with a male counterpart, BroBot. They took that approach because of Svedka's positioning as the "vodka of the future," said Sara Saunders, chief marketing officer at Sazerac, which bought the Svedka brand in 2025.

"We reimagined the robot via AI," Saunders said. "It took us many, many months to rebuild her, to give her functionality, to give her that human spirit that we wanted to show up on behalf of the brand."

Health and telehealth

Health and telehealth providers are everywhere during Super Bowl 60. Two pharma companies are advertising tests: Novartis touts a blood test to screen for prostate cancer with the tagline "Relax your tight end," featuring football tight ends relaxing. Boehringer Ingelheim's ad stars Octavia Spencer and Sofia Vergara, who encourage people to screen for kidney disease.

Liquid I.V., which makes an electrolyte drink mix, has teased an ad about staying hydrated.

Telehealth firm Ro is using Serena Williams in their ad for GLP-1 weigh loss drugs. Novo Nordisk, which makes Wegovy and Ozempic, has teased that it will have a spot as well.

Hims & Hers - another company that offers GLP-1 weight loss drugs - has an ad that says the company gives people better access to health care that usually only rich people get.

"You could call this the GLP-1 Super Bowl," said Tim Calkins, a clinical professor of marketing at Northwestern University. "Often you don't see a lot from pharmaceutical companies on the Super Bowl, but this year we're going to see quite a few showing up."

Tried-and-true themes

Some advertisers are sticking to the tried and true. Budweiser's heartwarming ad shows a Clydesdale foal growing up with a bald eagle to the tune of Lynyrd Skynyrd's "Free Bird." The ad celebrates Budweiser's 150th anniversary.

And Pepsi tries to reignite the Cola wars with their ad showing polar bears - Coca-Cola's famous mascots - picking Pepsi Zero Sugar over Coke Zero in a blind taste test. The ad ends with the bears being caught on a "kiss cam."

Surprises

While the majority of Super Bowl advertisers release their ad early to try to capitalize on buzz, some hold back until game day to reveal their ad.

Pepsi-owned soft drink Poppi teased that pop star Charli XCX and actress Rachel Sennott will star in their ad.

Ben Affleck is back in an ad for Dunkin' Donuts. A teaser spot showed him with '90s sitcom legends Jennifer Aniston and Matt LeBlanc of "Friends" and Jason Alexander from "Seinfeld."

And there are fewer car advertisers this year, but Cadillac is hinting that it will show off its new Formula 1 car in an ad.