From East Tennessee to the Super Bowl: How a Bald Eagle Became the Face of Budweiser’s Most Powerful Ad

Long before national cameras turned its way, it was already a familiar presence in East Tennessee—quietly admired, deeply respected, and woven into the identity of the community that watched it soar. Now, that same symbol has stepped into the national spotlight, carrying local pride far beyond the region it has long called home. What once felt intimate and regional has suddenly become part of a shared national moment.

At the center of this moment is Lincoln, a bald eagle closely associated with the American Eagle Foundation in Kodak, Tennessee. Lincoln appears in Budweiser’s Super Bowl commercial celebrating the brand’s 150th anniversary. The spot, titled “American Icons,” brings him alongside Budweiser’s legendary Clydesdales, merging two images that have come to symbolize endurance, strength, and American heritage across generations.

Representatives from the American Eagle Foundation explained that Budweiser approached them with a clear intention. The brand wasn’t simply looking for an eagle to fill a frame—it wanted one that carried emotional resonance. Lincoln stood out for his presence, his composure, and the bond he has built with audiences through years of public flights and educational outreach, making him a natural choice for the story being told.

The collaboration has sparked a wave of pride throughout East Tennessee, where Lincoln is already well known. Seeing a familiar local figure appear during the Super Bowl added a personal layer to the commercial for many viewers. It wasn’t just another national ad—it felt like watching a piece of home briefly take center stage.

Beyond its striking visuals, the commercial speaks to a broader idea: that some of the country’s most powerful symbols are rooted far from major media hubs. Lincoln’s appearance serves as a reminder that national moments are often built on years of quiet dedication, care, and trust developed in smaller communities away from the spotlight.

The Super Bowl itself carries added meaning for Tennessee this year, as familiar names and symbols from the state appear on one of the biggest stages in sports. For locals, that recognition reinforces a sense of connection between their region and a national audience, validating the idea that local stories still matter at the highest level.

“Those are two animals that are synonymous with America, and bringing them together has just been incredible,” said Jessica Hall of the American Eagle Foundation. She pointed to the convergence of milestones—the brand’s 150th anniversary, America’s approaching 250th birthday, and the foundation’s own 30 years of flying eagles across the country—as a rare alignment that made the moment feel especially meaningful.

This is not Lincoln’s first experience in front of massive audiences. He has previously flown for the Philadelphia Eagles at NFL games and was featured during Super Bowl celebrations in 2025 when the team captured the championship. Those experiences helped prepare him for high-pressure environments, making his presence during the commercial appear calm, confident, and assured.

“He’s a rock star,” Hall said, describing Lincoln’s demeanor. Years of training and repetition have made him comfortable with routines and cues, even in loud, high-energy settings. His composure is the result of careful preparation and trust built over time, allowing him to perform with consistency and focus when it matters most.

Hall also noted that the opportunity has been deeply meaningful for the American Eagle Foundation itself. She described the commercial as a chance to share their mission with a worldwide audience, using a powerful cultural moment to highlight conservation, education, and respect for wildlife.

Even as the commercial drew national attention, everyday life continued back home. Community organizations across the region pressed forward with their work, offering a quiet contrast to the momentary spotlight. The juxtaposition served as a reminder that behind nationally recognized stories are real communities sustained by daily effort and resilience.

The filming process itself was demanding, Hall explained. Production began in October and required extensive travel within a compressed timeline. She praised the Budweiser team and the Clydesdales handlers for their professionalism, highlighting a shared commitment to animal care, precision, and safety throughout the collaboration.

Looking ahead, the foundation hopes this collaboration will extend beyond a single commercial. The visibility has helped launch broader initiatives focused on unity, education, and conservation, using the momentum of the Super Bowl to inspire long-term engagement.

As part of the lead-up to America’s 250th anniversary, the American Eagle Foundation is inviting supporters to contribute to the care and protection of bald eagles for generations to come. Donors will have the opportunity to be memorialized on a new conservation wall at the foundation, set to be unveiled later this year—ensuring that the legacy behind this moment continues well beyond the screen.