Pro-ICE ad from border security nonprofit airs during Super Bowl

An advertisement expressing support for Immigration and Customs Enforcement aired during the Super Bowl on Sunday, depicting how agents are everyday Americans like friends, coaches, and veterans. This comes after Super Bowl halftime show performer Bad Bunny avoided playing shows in the US over concerns of ICE enforcement actions.

The ad from American Sovereignty, a nonprofit focused on border security and community safety, stated, "They’re friends and neighbors. Sons, fathers. They’re Little League coaches and veterans. They’re people who love this country. These are Immigration and Customs Enforcement officers."

"They are removing violent criminals from our streets and neighborhoods. It’s dangerous and difficult work, but ICE has one mission: to make America a safer place to live, and that’s what they’re doing. This is law enforcement. This is ICE."

The group also placed billboards in the San Francisco area ahead of the Super Bowl depicting ICE agents in football terms. Per NBC Bay Area, one showed an ICE agent holding a trophy that stated, "Defensive Player of the Year," while another showed an ICE agent in front of a border wall with the message, "Cheering because the home team started investing in defense."

One week before Bad Bunny performed at the Super Bowl, he received multiple Grammy Awards for his latest album, Debí Tirar Más Fotos. He opened an acceptance speech by saying, "Before I say thanks to God, I’m going to say, ICE out," and later added, "We’re not savage. We’re not animals. We’re not aliens. We are humans, and we are Americans."

He previously avoided mainland USA during his 2025-26 tour because of concerns about immigration enforcement, saying, "There was the issue that… ICE could be outside (my concert venue)."