Ahead of his fourth Super Bowl appearance this weekend, Kansas City Chiefs quarterback Patrick Mahomes has unveiled his second signature shoe with Adidas. The new Mahomes 2 also arrives with apparel in the form of full-zip hoodies, pants, graphic tees, and shorts. In a statement revealing the sneakers, Mahomes said that he and Three Stripes spent over a year perfecting every detail in the Mahomes 2, including the timepiece symbols featured on the first shoe and the hoodie zippers. “Our hard work and passion comes to life today, and I can’t wait to see fans rocking the collection.” The Adidas Mahomes 2 will be available for purchase starting this month through limited releases.

Over the years, the cost of Super Bowl ads has significantly increased, and it’s no different for Super Bowl LVIII. Per the Financial Times, this year’s Big Game has brands spending an estimated $650 million on securing commercials. For a 30-second spot, companies are shelling out roughly $7 million, about a 10% jump compared to last year’s numbers. Even though most ads haven’t aired live yet, some brands have slowly revealed the famous faces starring in respective spots. Lionel Messi made his Super Bowl commercial debut for Michelob Ultra alongside Jason Sudeikis and Dan Marino, while Dunkin’ and Ben Affleck reunited for yet another ad. For its first-ever Super Bowl ad, Starry enlisted the help of Ice Spice, and Uber Eats enlisted an all-star cast of David Schwimmer and Jennifer Aniston, Jelly Roll, Usher, and David & Victoria Beckham for its spots.

The NFL is expanding its international footprint. On Friday, the league announced plans to host its first regular-season game in Madrid, Spain, in 2025. Although teams have yet to be announced, the match will be played at the iconic Santiago Bernabéu Stadium, home of LaLiga club Real Madrid. Spain will become the fifth different country the NFL has played a game, joining the United Kingdom, Mexico, Germany, and Brazil. Earlier this week, the NFL revealed that the Philadelphia Eagles would play in the NFL’s first South American regular-season game in Brazil on Friday during Week 1 of next season.

On Friday, Roc Nation announced a multiyear partnership with Italian fashion house Versace. According to Complex, the collab will revolve around sponsored activations that focus on “cause-focused initiatives” like a sponsored scholarship at the Roc Nation School of Music, Sports & Entertainment. The Long Island University program develops its curriculum centered around entrepreneurship, music, and sports management. SBLVIII marks the start of the partnership, with Versace sponsoring the Roc Nation Super Bowl event.

With the help of Davante Adams, Micah Parsons, and Damar Hamlin, Fanatics surprised 20 Make-A-Wish kids from around the country in Las Vegas this week. While the children all wished to attend the Super Bowl in person, they were not expecting to meet Adams, Parsons, and Hamlin. Even better, the trio later accompanied the group of kids on a shopping spree at Lids, followed by a trip to Paradise Card Breaks hobby shop, where the recipients were treated to a unique trading card experience and engaged in a “Pack War” event for sought-after cards.  Not only was this Fanatics‘ first time participating in a Make-A-Wish initiative at the Super Bowl, but 2024’s group of 20 children now holds the title for most wishes granted at a Super Bowl in Make-A-Wish history.

Marking the start of a new digital era for the sports drink, Gatorade officially launched its free and personalized membership platform, Gatorade iD, this week. To celebrate the occasion, Gatorade partnered with DJ Khaled to release the “Gatorade x DJ Khaled” capsule. The collection includes a DJ Khaled-personalized Gx Bottle and towel, and a Jordan Brand hoodie sweatshirt. This collab is the first in a series of Gatorade iD drops and is available exclusively for purchase for Gatorade iD members on gatorade.com. As we near Super Bowl Sunday, FanDuel estimates that orange has the highest odds (+240) to be the Gatorade color poured over the winning coach, and water/clear (+1000) has the lowest.