Advertisers still can’t get enough of football.

NBCUniversal, which has the rights to next February’s Super Bowl, has entirely sold out ad inventory during the big game, it announced Wednesday, a day before the start of the NFL regular season.

Beyond that, the media company said that 90% of its non-Super Bowl NFL inventory for this season, which includes the 20th consecutive season of Sunday Night Football on NBC, is also accounted for.

In terms of the Super Bowl, CPG, entertainment, finance, and alcohol brands continue to be the top categories, the company noted in a press release, while pharma, entertainment, and QSR brands are all increasing NFL spend. There are more than 150 partners signed onto this season’s SNF , nearly 40 of which are newcomers.

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