Each year the Super Bowl has new sponsors. Some previous food sponsors of the Super Bowl were Doritos, Snickers, and Dannon.
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Official Super Bowl sponsors will differ every year. Some major sponsors usually include Budweiser and the Clydesdale horses, and Pepsi.
The game is in a sense- self-supporting as the championship of the N.F.L. as far as media , such as television sponsors go, that is another story.