At the center of this year’s Super Bowl craze are the Kansas City Chiefs, who’ve dominated the last two championships and are now gunning for an elusive “three-peat.” The team has seen significant press, with star quarterback Patrick Mahomes leading the charge through an array of brand partnerships and tight end Travis Kelce garnering substantial media attention due to his romance with Taylor Swift.

From Chiefs-themed product collaborations to football-inspired campaigns, brands everywhere are aiming to capitalize on the team’s popularity.

One example is the Tyson Chiefs Nuggets, made with 100% all-natural white meat, 13 grams of protein, and uniquely designed to mimic the Chiefs’ iconic arrowhead logo. Meanwhile, Pacsun and Wild Collective are equipping consumers with NFL merch for the Super Bowl, and Coors Light has launched playful Dad Bod shirts inspired by Mahomes’ humor.