During Super Bowl LIV on Feb. 2, Michelob ULTRA Pure Gold was among the brands that unveiled a new TV commercial aimed at grabbing the attention of nearly 100 million fans who tuned in to watch the Big Game.

In its 2019 Retail and Sustainability Survey, New York-based CGS, a global provider of business applications, enterprise learning and outsourcing services, noted that more than two-thirds of the 1,000 Americans surveyed consider sustainability when purchasing products.

Centerplate, Stamford, Conn.; Ball Corp., Broomfield, Colo.; and Bud Light, a brand of St. Louis-based Anheuser Busch, announced an agreement to bring Ball's infinitely recyclable aluminum cups to guests at Super Bowl LIV on Feb. 2 between the Kansas City Chiefs and the San Francisco 49ers.

The Washington, D.C.-based Beer Institute released the results of its latest survey, finding 76 percent of Americans celebrating the Super Bowl this year plan to drink beer as part of their festivities.

In anticipation of the Super Bowl, Atlanta-based craft brewery Monday Night Brewing has an important announcement: Don't Call It Hotlanta.

Pepsi, a brand of Purchase, N.Y.-based PepsiCo, announced its new 360-degree Super Bowl LIII campaign, complete with its halftime show and lead-in, Pepsi NFL Rookie of the Year announcement, local Atlanta activations, consumer giveaways and more.

As Americans prepare to watch the Super Bowl this coming Sunday, they will be flocking to retail outlets for their food and beverage needs. According to an Insights from New York-based Nielsen titled “The Evolution of Super Bowl Consumption,” the market research firm identified how today’s viewing experience has evolved.

Nielsen details that the female fan base remains substantial, noting that it has held steady at about 46-47 percent of total viewership from Super Bowl XLVII in 2014 to Super Bowl LII in 2018.

Every year as January comes to a close, sports fans, brands and consumers across America prepare for one of the biggest sporting events of the year: the Super Bowl.