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. 

Pepsi, a brand of Purchase, N.Y.-based PepsiCo Inc., unveiled this year's global creative campaign, Pepsi Generations, which is a celebration of the brand's rich history in pop culture for 120 years. 

Minneapolis-based Caribou Coffee introduced new Bold North Blend. This full-bodied dark roast was created as a tribute to the northern spirit, the company says. The Bold North Blend was designed for the thousands of football fans flocking to Minnesota for Super Bowl LII, taking place Sunday, Feb. 4, 2018, at U.S. Bank Stadium in Minneapolis, it adds.