Advertisers on NBC’s Super Bowl XLIX, scheduled for Feb. 1, have already started promoting their participation in the event, which is still nearly two months away.

Doritos is already calling for amateur submissions for ad concepts to air during the broadcast, as it does every year, Variety reports. Meanwhile, GoDaddy was expected to announce today that the star of its ads will be a nine-week-old golden retriever, along with its spokeswoman Danica Patrick.

The early activity marks a change, Variety reports, with the pre-game marketing more important than the game itself.

“It really feels like the conversation has moved into the pre-game part of things,” Barb Rechterman, GoDaddy’s chief marketing officer, told Variety, adding, “At the game, people are pretty much done talking about it.”