Will Stein’s Kentucky Roots Take Center Stage in UK’s Super Bowl Ad, Signaling a New Era for Wildcats Football
When Kentucky football aired its annual Super Bowl commercial during halftime, it wasn’t just another recruiting pitch - it was a statement. A new era has begun in Lexington, and it’s being led by someone who’s been part of Big Blue Nation since birth.
Will Stein, the Wildcats’ new head coach, was front and center in the spot, delivering a message that hit home for fans across the Commonwealth: “The players are here. They always have been, and we’re going to continue that tradition.”
It’s more than just a catchy line. It’s a nod to Kentucky’s football legacy - and a promise that Stein intends to build on it.
A Coach Who Grew Up in Blue
Stein’s connection to the program runs deep. While he made his name as a quarterback at Louisville, his heart has always been in Lexington.
He grew up a Kentucky fan. His parents were season ticket holders at Commonwealth Stadium, and his father once suited up for the Wildcats himself.
That kind of personal history doesn’t just check a box - it fuels a coach’s drive and helps build trust with a fanbase that craves authenticity.
And in the early days of his tenure, Stein has leaned into that connection. He’s not trying to be someone he’s not. He’s embracing his roots, and it’s already paying dividends.
A Tradition Renewed - and Reimagined
The Super Bowl ad itself is part of a tradition that dates back to 2013, when former head coach Mark Stoops first took over the program. That year, Kentucky made waves by airing a local commercial during halftime - a bold move at the time that signaled the Wildcats were ready to compete for attention in a basketball-first state.
That tradition continued throughout Stoops’ tenure, though in recent years the ad had shifted to a digital-only format. But with Stein now at the helm and energy around the program surging, Kentucky went back to its roots - literally and figuratively.
This year, they bought local airtime on WLEX in Lexington, placing the ad during the first commercial break of halftime. At the same time, the spot was released online for fans outside the Lexington market. It was a savvy move that tapped into nostalgia while also signaling a fresh start.
The commercial closed with a clear call to action: a web address for season ticket purchases. And fans are already responding.
Ticket Sales Trending Up
Even before the ad hit the airwaves, the excitement around Stein’s arrival was translating into tangible momentum. As of mid-January, Kentucky had already received more than 1,000 deposits for new season ticket packages - and those deposits often represent more than just a single seat. That’s a strong early indicator that fans are buying into the vision Stein is selling.
Athletic director Mitch Barnhart confirmed the surge, and it’s not hard to see why. A new coach with deep ties to the program, a renewed emphasis on tradition, and a clear message of continuity and growth - it’s a compelling combination.
What Comes Next
The Super Bowl ad was just a 30-second glimpse into what Will Stein wants to build at Kentucky. But it was also a reminder that this program isn’t starting from scratch.
The foundation is there. The players have always been there.
Now, it’s about taking that next step.
If the early signs are any indication, Stein’s Wildcats are already gaining ground - not just on the field, but in the hearts of fans who’ve been waiting for something to believe in.
And in Lexington, belief is starting to feel real again.