Sponsors joining ESPN for its Super Bowl coverage include several of the world’s leading automakers such as Daimler Chrysler, Ford, General Motors, and Volkswagen. Additional sponsors include Pepsi, Hewlett Packard, and Bayer. Telmex, Mexico’s leading telecommunications company, will also advertise on ESPN during the Super Bowl.

Beyond Latin America, ESPN will also televise Super Bowl XXXVII to an additional 100 countries and territories throughout the world, including Asia, Africa, the Middle East, and the Pacific Rim.

In Latin America in addition to Super Bowl XXXVII, some of the sponsors have extended packages that will include exposure during SportsCenter as well as additional Super Bowl programming, including Super Bowl Highlights and Road to the Super Bowl. To accommodate increased advertiser demand, ESPN has also expanded the special pre-game edition of NFL Semanal, originally scheduled for 30 minutes, to a full one-hour telecast.

ESPN International vice president worldwide advertising sales Michael Fox said, " Given the challenging economic environment in Latin America, this kind of sponsorship support is a true indicator of the confidence advertisers have in ESPN to reach their consumers."