Mainers watching Sunday’s Super Bowl between the New England Patriots and Seattle Seahawks may see an ad come across their television screens that will tout U.S. Sen. Susan Collins.

A nonprofit tied to the pro-Republican Senate Leadership Fund is spending $5.5 million on ads as part of a campaign that began last month to promote Collins amid her reelection bid in November. One Nation, the conservative group behind the issue-focused blitz, reportedly plans to ultimately spend at least $10 million on ads supporting Collins. The Senate Leadership Fund has set aside another $42 million to help her through the November election.

Alex Latham, the executive director of both One Nation and the Senate Leadership Fund, told the New York Times that “live sporting events are one of the last remaining cultural events where everybody gets together and we can maximize eyeballs.”

The 30-second Super Bowl spot features stock clips of firefighters while mentioning legislation that Collins and a bipartisan group of senators cosponsored in 2021 and former President Joe Biden signed into law in 2022 to develop federal guidance on limiting exposure to toxic “forever chemicals” that have harmed first responders.

“Call Sen. Collins and thank her for protecting Maine’s first responders,” a narrator says near the end while the ad flashes clips of Collins and emergency personnel along with the phone number for her Senate office. (Critics of Collins, meanwhile, pointed out online that part of the ad appears to show Collins superimposed in front of a New York City fire truck.)

“Maine’s first responders should never have to worry that the equipment meant to keep them safe might endanger their health. Sen. Susan Collins is once again delivering effective, bipartisan solutions to protect those who protect Maine,” One Nation spokesperson Chris Gustafson said in a statement about the ad.

Collins, 73, is awaiting the winner of a Democratic primary that features Gov. Janet Mills and Sullivan oyster farmer Graham Platner. The latest campaign finance reports filed last weekend showed that Platner, a 41-year-old military veteran, raised about $7.9 million in the last quarter of 2025. Mills, a 78-year-old Farmington native who is in her eighth and final year of leading the state, raised $2.7 million during that period.

Collins raised more than $10 million and had about $8 million on hand, including funds rolled over from previous campaign cycles. Platner started this year with about $3.7 million on hand, and Mills had about $1.3 million.

National groups and the campaign arms for both parties are expected to keep pumping money into the Maine race, which is viewed as a key contest for determining control of the Senate. Republicans have maintained a narrow hold on Congress in the first year of President Donald Trump’s second term, but midterm elections have historically been difficult for a president’s party.

Mills, who entered the Senate race in October with backing from national Democrats, used her first TV campaign ad last week to focus on her efforts to stand up to Trump and his controversial Immigration and Customs Enforcement operation in Maine. She used segments from her final State of the State speech as governor in the ad.

Platner, who quickly drew national buzz and huge crowds at rallies after launching his Senate campaign in August, has been staying active on social media before an expected uptick this year in TV ads in support of him. A YouTube video that his campaign published Thursday features Platner taking questions from a woman who the campaign said is a volunteer’s mother and a registered Republican.