Shaquille O’Neal. Dwyane Wade. Danica Patrick. Dale Earnhardt Jr. Carl Edwards.

Plenty of athletes will be appearing in the most expensive advertising of the year during Fox’s broadcast of Super Bowl XLII on Sunday. The price is averaging $2.7 million for a 30-second spot, up from $2.6 million last year.

O’Neal plays a jockey in a first-ever Super Bowl ad for Glaceau’s vitaminwater. Wade and Charles Barkley are in the latest installment of the T Mobile ad campaign, where we’re supposed to learn if Barkley will finally let Wade into his “Fave 5.” Earnhardt is scheduled to appear in an ad for new sponsor, Pepsi Amp. Patrick will be in another ad for GoDaddy.com.

Under Armour, which is also making its first entry into the Super Bowl ad world, has included more than two dozen athletes for the company’s new line of non-cleat athletic shoes that debut in May. In addition to Edwards, other athletes in the 60-second spot include Ray Lewis, Alfonso Soriano, Garret Atkins, Vernon Davis, Kimmie Meisner and Cat Osterman. Super Bowl XLII participant, Brandon Jacobs of the New York Giants also appears.