T-Mobile Announces Super Bowl Return With Twitter Puzzle

CEO John Legere confirmed the brand will make its sixth appearance in a row

T-Mobile is back in the Big Game. T-Mobile
Headshot of Patrick Kulp

T-Mobile will once again return to the Super Bowl this year.

CEO John Legere announced the carrier’s participation through a series of mostly baking-related tweets this week in which the first word of each revealed the sentence, “T-Mobile is back in the Super Bowl again.” It’s unclear whether the content of the tweets is related to that of the forthcoming ad(s), and a company spokesperson declined to give any more details.

The carrier made a splash at last year’s Super Bowl when it tapped Kerry Washington to deliver a 60-second message pushing for equality and equal pay. This year will mark the brand’s sixth consecutive appearance in the Big Game.


@patrickkulp patrick.kulp@adweek.com Patrick Kulp is an emerging tech reporter at Adweek.