Chris Stapleton is bringing his signature grit and country soul to Super Bowl LX, but he’s not doing it on the field. Instead, the country music superstar, 47, is taking up a coveted commercial slot during the highly anticipated matchup between the New England Patriots and Seattle Seahawks on Feb. 8, 2026.
Starring in Sazerac’s first-ever game-day ad for Traveller Blended Whiskey—a brand the Kentucky native co-created alongside Buffalo Trace Distillery Master Distiller Harlen Wheatley—the “You Should Probably Leave” vocal powerhouse is featured playing on an electric guitar before reflecting on the unseen work behind both great music and great whiskey.
“There’s a time, time spent doing the work that nobody sees,” a reflective Stapleton says while nursing a glass of Traveller Blended Whiskey as workers in a separate clip can be seen moving barrels around in what appears to be a warehouse. “Playing the long game because perfect moments don’t just happen. They are made.”
Filmed at Buffalo Trace Distillery, this ad provides a fitting segue to Stapleton’s words as clips show him making his way from practicing on his instrument to taking the field inside State Farm Stadium in Arizona to sing “The Star Spangled Banner” before thousands of people, the moment referencing his acclaimed 2023 Super Bowl national anthem performance.
“Travel whiskey, made for the moment,” Stapleton says in closing, utilizing his husky storyteller voice before the commercial ends with a black and white photo showcasing him in his musical element—a clear message that tells folks that greatness doesn’t just happen overnight.
Stapleton and Sazerac’s campaign for Traveller Blended Whiskey will take up a 30-second national spot just before the kickoff of Super Bowl LX. Of note, the commercial will run on NBC and Telemundo networks, reaching millions of viewers as anticipation for the big game hits its peak.
Traveller, a 90-proof blended whiskey that launched in early 2024, centers its Super Bowl debut on craftsmanship and intention rather than spectacle, making it a moment to remember for years to come. Produced through a collaboration between The Shop, Sazerac’s internal agency, and Ode Studios, the campaign highlights the parallels between making music and making whiskey—two processes rooted in patience and passion.
The Super Bowl commercial marks the latest milestone in Traveller’s rapid rise. The brand recently became Major League Baseball’s first official whiskey, made a high-profile appearance at the Daytona 500, and is teasing a major announcement tied to its first line extension, Traveller Full Proof.
Stapleton isn’t slated to appear live at the 2026 Super Bowl, but he remains busy on the road. The “Tennessee Whiskey” singer has extended his All-American Road Show, adding 20 new dates across the U.S., including stadium stops and select performances featuring special guests Lainey Wilson and Zach Top.
Super Bowl LX officially kicks off at 6:30 p.m. ET on Sunday, Feb. 8, from Levi’s Stadium in Santa Clara, California. The game will air on NBC and stream on Peacock, with additional viewing options available through NFL+, Hulu + Live TV, YouTube TV, and more.
