SANTA CLARA, Calif. — In the days leading up to Super Bowl LX at Levi’s Stadium, Budweiser’s iconic Clydesdale horses will make a rare public appearance in the San Francisco Bay Area, reviving one of the brand’s most recognizable traditions and transforming Super Bowl week into a live spectacle for fans.

Beginning February 6, 2026, the real Clydesdale hitch will be on-site across select locations in the region, meeting NFL fans, participating in promotional events, and reenacting Budweiser’s historic ceremonial beer deliveries—an image that has defined American sports advertising for decades.

A Rare Public Activation for Fans and VIP Guests

The Clydesdales’ appearances will be tied to curated fan activations, local events, and branded experiences organized by Budweiser and its partners. Attendance will be limited to invited guests, media, select fan promotions, and controlled public meet-and-greet moments, reflecting the logistical complexity and security surrounding the high-profile animals and Super Bowl festivities.

Budweiser has not publicly disclosed full access details, but participation is expected to be offered through promotional contests, brand activations, and partner events during Super Bowl week.

Reviving an American Sports Marketing Icon

The Clydesdales have been a central symbol of Budweiser’s identity since the 1930s, often featured in Super Bowl commercials and major national celebrations. Their return to the Super Bowl stage signals a strategic push by the brand to reconnect with tradition, nostalgia, and large-scale live experiences at a time when advertising is increasingly digital and fragmented.

Marketing analysts note that physical brand spectacles—especially ones tied to historic imagery—can generate outsized earned media and social buzz, particularly during Super Bowl week when global attention is concentrated on the host city.

Super Bowl Week as a Live Branding Battlefield

With tens of thousands of visitors descending on the Bay Area for the Super Bowl, brands are competing not only on television but on the streets, in bars, and across experiential events. Budweiser’s decision to deploy the Clydesdales underscores how legacy brands are using heritage assets to cut through the noise of modern marketing campaigns.

Who will get access to see the Clydesdales up close—and how Budweiser plans to control one of Super Bowl week’s most coveted live brand experiences—remains closely watched by marketers and fans alike.