Verizon is returning to the Super Bowl after taking last year off—and the wireless giant has ambitions plans to promote itself on the Las Vegas Sphere during game week. 

The company confirmed to Ad Age that it will run in-game ads on CBS and in Univision’s Spanish-language broadcast of the Feb. 11 game; this is in addition to a Univision ad for Total By Verizon, the carrier’s prepaid wireless brand.

Verizon declined to share creative details on the CBS ad, including length, agency or which quarter it will run. The company’s agency roster and marketing leadership are in transition. Late last year it confirmed that WPP’s Ogilvy would take over from Interpublic Group’s McCann as lead agency for its consumer business. Verizon’s other IPG roster shops include FCB, R/GA, Golin, MRM and Momentum. Marketing is being led by a new chief marketing officer—former Twitter and Peloton marketing executive Leslie Berland, who started on the job Jan. 9.

Read more on the challenges Berland faces at Verizon

Verizon, which is an official NFL sponsor, sat out last year’s game, opting to run a post-game spot instead that was handled by The Community. It broke a five-year streak of in-game ads, which has included big-budget campaigns including its 2022 ad from McCann Worldgroup which starred Jim Carrey reprising his character from “The Cable Guy.”

This year, Verizon will take advantage of one of the most unique marketing assets in the U.S.—the Las Vegas Sphere. The rotund arena’s massive outer shell—dubbed “exosphere”—is expected to command major attention Super Bowl week, with ad prices reportedly running well into the seven-figure range. Verizon declined to share details of its Sphere plans other than to say the brand plans to “transform the Las Vegas skyline and showcase the network NFL fans rely on in a way that only Sphere and Verizon can.” It added that “the activation will put Verizon’s network front and center as fans call, text, stream and upload all week long.”

Also read: How brands are using the Sphere

Verizon is also planning on-the-ground marketing in Las Vegas, including a four-day event called “Verizon Live” that will take place at Jimmy Kimmel’s Comedy Club and include partnerships with Netflix, Max, Apple Music and Uninterrupted, the athlete empowerment brand founded by LeBron James and Maverick Carter.

Last month, Verizon netted positive PR by gifting Super Bowl tickets to 87-year-old Don Crisman, ensuring he would keep his streak alive of attending every Super Bowl ever played.