Super Bowl ads don’t come cheap. This year, broadcaster NBC said that some 30-second spots sold for up to $7 million, setting a new record for what’s routinely the most-watched U.S. sports event. And this Sunday’s game is poised to include some of the biggest advertising pushes for immersive tech yet.

Pepsi will integrate AR features as part of its sponsored half-time show, as it has done in the past. In addition, Meta will run a 60-second spot serving both as an ad for the Quest 2 and for Horizon Worlds during the first quarter. And after the game finishes, Meta will host a live VR event in its Horizon Venues app. It’s likely the most expensive run of ads for VR to date. For Meta, the ads are an opportunity to get more consumers and advertisers on board with the company’s new direction at a critical moment.