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LOS ANGELES—Super Bowl weekend just may have proved that live events are back—and that they're going big. Super Bowl LVI took place in South LA's new SoFi Stadium on Feb. 13, when the Los Angeles Rams defeated the Cincinnati Bengals and a lineup of iconic rap artists grabbed headlines with the first all-hip-hop halftime show.
But as usual, the excitement wasn't limited to the game itself. Brands and celebrities seized the opportunity to activate and celebrate for the entire weekend, taking over a variety of local venues for memorable stunts, football-themed activations, star-studded concerts and blowout bashes.
Scroll down for a look at how brands like ESPN, Sports Illustrated, FOX, Smirnoff, Maxim, Bud Light, REVOLVE, Gillette, Hyundai, Rolling Stone and many more celebrated in Los Angeles this year.
NFL's Super Bowl LVI Branding & Drone Show
This year, the Super Bowl’s branding was rooted in LA’s Hollywood culture, aiming to infuse the city’s scenery in unique ways from LAX to SoFi Stadium and everywhere in between, including with street pole banners, LA movie posters and bus wraps. The NFL also hosted a first-of-its-kind drone show during Super Bowl LVI. The launchpad for the drones was located on top of the Los Angeles Convention Center, with 500 drones soaring through the sky in different formations—600 feet tall at its peak by 400 feet wide. The drones created shapes including the iconic Lombardi trophy, which was given to Los Angeles Rams after their big win this year.
Photo: Courtesy of NFL
NFL All Day's Helmet Throne Photo Op
Joe Lewis Company designed, built and installed a helmet-throne photo op for client Dapper Labs. Intended to promote NFT brand NFL All Day, the photo op was situated on the red carpet for the NFL Honors, which took place Feb. 10 at the YouTube Theater at SoFi Stadium.
Photo: Richard Galvez
Preparty Smirnoff House
Beverage brand Smirnoff hosted the Smirnoff House for ticket holders on game day. Located steps from the entrance to SoFi Stadium, the 40-by-50-foot activation, designed and produced by Rose Gold Collective, featured a shipping container transformed into a backyard bar, complete with a custom Tic-Tac-Toe game.
Photo: Eugene Lee
Smirnoff’s house-like structure also included a kitchen serving snacks and water, along with a living room that adopted a cozy home-like feel. There was also an AR photo booth where guests could choose their digital faceprint.
Photo: Eugene Lee
Shaq’s FunHouse Presented by FTX
For the sixth edition of Shaq’s Fun House, basketball legend Shaquille O’Neal teamed up with event producers Medium Rare for an event that was part carnival and part music festival. Taking place at the Shrine Auditorium on Feb. 11, the indoor-outdoor event—presented by cryptocurrency exchange FTX—was the biggest edition yet, drawing more than 5,000 people. Cirque Berzerk provided aerialists, roaming pop-up performers and other on-theme entertainment.
Photo: Courtesy of Medium Rare
The event also included an 80-foot slide and a custom Ferris wheel from FTX, which included a QR code for guests to scan from the ride’s cabins. Other fun sponsor activations included a human claw machine from Maker’s Mark, a custom speakeasy from Pepsi, bars from Bud Light Seltzer and New York-style pizza from Papa Johns. There were also bumper cars and oversize arcade games, plus performances by Zedd, Lil Wayne, Diplo and DJ Diesel (Shaq himself).
Photo: Courtesy of Medium Rare
NFL HOUSE
NFL HOUSE presented by Verizon played host to the NFL’s V.I.P. partners and guests who traveled to Los Angeles for Super Bowl LVI. The members-only hospitality space was located at downtown LA’s Hudson Loft.
Photo: Courtesy of NFL
Universal Standard's Tailgate Flash Mob
Size-inclusive clothing brand Universal Standard grabbed attention over Super Bowl weekend with a traveling flash mob, which popped up in various locations around Los Angeles. Members of a cheer squad—including the Nae Nae Twins and other celebrity dancers—were outfitted in custom Universal Standard styles and performed a Jemel McWilliams-choreographed routine that celebrated inclusivity in fashion and beyond. Create Entertainment was the PR agency and Lupine Creative was the creative agency behind the stunt.
Photo: Courtesy of Universal Standard
FLUF Haus L.A
FLUF World—a collection of metaverse-ready 3D avatars, music and games—worked with ALAB Group to host FLUF Haus L.A. on Feb. 11. Streamed to a global platform, the hybrid event hosted its in-person component at the Petersen Automotive Museum, where guests could browse NFTs, interact with costumed characters and enjoy a headline performance by Chromeo and a metaverse performance by AngelBaby. USC’s marching band added additional entertainment to the evening, which had a football field-inspired step-and-repeat.
Photo: Virisa Yong/BFA.com
NFL's 'A Look Into the Future' Breakfast
On Feb. 10, the NFL hosted its inaugural “A Look Into the Future” breakfast co-sponsored by PepsiCo. The event, held at the Intercontinental Downtown Los Angeles, was centered around three separate panels intended to open discussions on how the league is driving change, creating impact and ultimately becoming “stronger together” heading into 2022. Beyond the panel discussions, the NFL’s Office of Diversity, Equity and Inclusion tapped minority-owned businesses for the event, including breakfast from Haring Coffee and photo ops from HashTag PhotoBooth, all curated by c.luxe creative.
Photo: Jennifer Johnson Photography
The NFL event also featured floral footballs and cleats created by Empty Vase.
Photo: Jennifer Johnson Photography
NBC Sports' Snow Day in LA Stunt
In late January, NBC Sports—with the help of experiential marketing agency GDX Studios—surprised Los Angeles with an unexpected snow day in celebration of the Winter Olympics and the Super Bowl. In a tongue-in-cheek segment on The TODAY Show, Al Roker reported on this “Once in a Lifetime” weather phenomenon live from LA. The teams tapped MagicSnow to bring in the faux snow and 760 Display to handle fabrication.
Photo: Courtesy of GDX Studios
NFL's Super Bowl Experience
Over 100,000 fans visited the Super Bowl Experience presented by Lowe’s, the NFL's interactive football theme park at the Los Angeles Convention Center. To celebrate the conclusion of the NFL season, the experience offered fans the opportunity to collect autographs from current and past NFL players, participate in interactive games and youth football clinics, and shop merchandise from the NFL Shop presented by Visa. The Super Bowl Experience also offered photo ops with the Vince Lombardi Trophy, a 40-yard dash against NFL players via LED screens and a ring display that showcased all 55 Super Bowl rings.
Photo: Courtesy of NFL
'Sports Illustrated' The Party
Jack Harlow, Kygo and Joe Jonas performed at Sports Illustrated The Party x Palm Tree Crew The Party, which took place in Century City Park and was presented by ABG Entertainment and Talent Resources Sports. The event—which drew the likes of Kevin Hart, Ciara, Leonardo DiCaprio and Jeff Bezos—had a number of sponsor activations, including a branded whiskey bar from Prper No. Twelve Irish Whiskey, plus an interactive style studio from JCPenney that allowed guests to shop for elevated activewear before taking photos in a life-size Sports Illustrated cover.
Photo: Christopher Polk/Polkimaging
Saweetie & Jack Daniel's Pregame Brunch
To celebrate Super Bowl weekend, their ongoing partnership and Saweetie’s new single "Closer," the rapper and Jack Daniel’s teamed up for a pregame brunch in West Hollywood. The invite-only rooftop affair, produced by Juan and Only, LLC, with artist management by FlyteVu, had an international travel theme. Guests were welcomed into a Jack Honey lounge equipped with a sushi bar and signature cocktails.
Photo: Jeffrey Schear & Thevision.by
Outside, attendees at the Saweetie and Jack Daniel’s brunch could enjoy floral-filled photo ops and poolside bites and watch the rapper perform her new single.
Photo: Jeffrey Schear & Thevision.by
Bloomingdale’s and Estée Lauder's Beauty Tailgate
Bloomingdale’s and Estée Lauder worked with Coffee 'n Clothes to produce a "beauty tailgate" at the Century City mall over Super Bowl weekend. The brands offered complimentary beauty touch-ups from MAC, Clinique and Bobbi Brown, plus food and beverage and branded tailgate games like beer pong, cornhole and Jenga.
Photo: Courtesy of Coffee 'n Clothes
Also on-site? Cute branded merch like mini helmets, footballs and foam fingers.
Photo: Courtesy of Coffee 'n Clothes
ESPN's Super Bowl Reception
ESPN’s Super Bowl weekend presence took place at the Santa Monica Proper Hotel, and aimed to showcase both ESPN’s new NFL rights agreement as well as a new agreement with Omaha Productions. An innovative backdrop meant to replicate a portion of the set of Monday Night Football with Peyton and Eli Manning was unveiled, and a rooftop reception highlighted the ESPN+ documentary series “Man in the Arena.” (ESPN also hosted pregame hospitality at SoFi Stadium, complete with athlete and talent appearances and food and beverage offerings.) The brand collaborated with longtime partner ELI Marketing on its activations, and with Joseph Ferruzzi Associates on all printed materials.
Photo: Courtesy of ESPN
Amazon Prime Video's Influencer Party
During Super Bowl weekend, Prime Video partnered with Operant Media and TELT Mgmt to celebrate the new home of Thursday Night Football. Guests—which included influencers Alabama Barker, Griffin Johnson, Amanda Diaz and Ace Ackers—entered the event via a stadium tunnel-like entrance equipped with six TVs, meant to hype them up to run into the party like they were running onto a field. Other fun moments included a trampoline with a stunt pit and a quarterback so guests could practice their wide receiver moves, plus large neon signage and a turf wall for photo ops. Catering included tailgate favorites like a live barbecue station and tray-passed appetizers.
Photo: Long Truong
FOX Bungalow
FOX teamed up with event production company AKJOHNSTON on a Super Bowl Sunday brunch located in front of the Fairmont Hotel & Bungalows in Santa Monica. The event team custom-wrapped a trailer in FOX branding, added a custom-fabricated entrance and signage to the hotel, and entertained the crowd with games and an LED screen displaying the pregame shows.
Photo: Courtesy of AKJOHNSTON
For FOX’s brunch, the AKJOHNSTON team also custom-fabricated a bar with the same California-inspired purple and orange gradient that adorned the trailer.
Photo: Courtesy of AKJOHNSTON
REVOLVE 'Homecoming Weekend'
For Super Bowl weekend, fashion retailer REVOLVE teamed up with The h.wood Group to host a two-day “Homecoming Weekend” event at the Pacific Design Center. Presented by PLACES.CO and Flow.com and produced by Uncommon Entertainment, the bash featured performances by Justin Bieber and DJ Marshmello and drew 1,500 guests from the sports, fashion, entertainment and music industries each night. Highlights included a “Homecoming” marching band and a variety of curated activations.
Photo: Vivien Best/Getty Images
An eye-catching pink locker activation from sponsor Klarna also tied into the REVOLVE event’s homecoming theme.
Photo: Vivien Best/Getty Images
Bud Light Super Bowl Music Fest
On Location Experiences, the official hospitality partner of the NFL, and Bud Light, the official beer sponsor of the NFL, kicked off the NFL's biggest weekend with the third Bud Light Super Bowl Music Fest. The three-night festival—held at the Crypto.com Arena—featured an all-star lineup with artist pairings including Green Day and Miley Cyrus; Blake Shelton and Gwen Stefani with Mickey Guyton; and Halsey and Machine Gun Kelly with special guests Travis Barker, Willow Smith and Trippie Redd. The festival was produced by On Location and SYNERGY Productions LLC, while the press and VIP areas were created by Joe Lewis Company.
Photo: Getty Images for Bud Light Super Bowl Music Fest
Quality Control Sports’ ‘The Pregame’
On Feb. 12, QC Sports, a full-service sports representation agency, held "The Pregame" event at the Highlight Room. The elevated experience included sponsor activations like on-site gaming with XSET, an audio station by VIWONE, a cigar lounge curated by Escobar and crafted cocktails by Dano’s Tequila.
Photo: Anthony Bryce Graham, The Bryce Studio
A botanical step-and-repeat included the QC logo spelled out in flowers.
Photo: Courtesy of Quality Control Sports
CUTS' Super Bowl Party
Clothing brand CUTS tapped into AKJOHNSTON to help create its Super Bowl party this year. The event production company custom-fabricated larger-than-life CUTS letters, as well as clothing racks, a DJ booth and a branded photo op.
Photo: Grant Puckett - CUTS
The 'Rolling Stone' LIVE: Big Game Experience
Rolling Stone hosted its annual Super Bowl event, Rolling Stone LIVE, on Feb. 12 at the Academy LA nightclub. Co-hosted with crypto currency platform Coinbase, the exclusive event was livestreamed on Twitch for the first time and featured an on-site content studio to engage fans. Sponsor activations included a red carpet photo op modeled after a football end zone, plus a Rolling Stone cover hologram experience from PORTL. Noah Flom and ARK Endeavors handled production.
Photo: Jonah Light Photography
ESPN also hosted a luxe lounge space at the Rolling Stone event.
Photo: Courtesy of ESPN
'Maxim' Big Game Weekend
Maxim hosted two nights of star-studded Super Bowl celebrations, presented by DIRECTV. MaximBet at the Market took place on Feb. 11 and featured a performance by The Chainsmokers, while Maxim Electric Nights on Feb. 12 was hosted by 50 Cent and included performances from Plastik Funk, DJ Vice, Loud Luxury and DJ Tiësto. Both events were produced by unKommon events, formerly known as In the Know Experiences, who created a custom-built 45,000-square-foot open-air pavilion with 1980s-inspired retro-futuristic decor. Highlights included an arcade from Jose Cuervo, a celebrity poker tournament sponsored by SimWin Sports and a 60-foot auction space hosted by Legends for Charity.
In addition, DIRECTV powered a free NFT drop for all attendees by NFT developer Fanaply, and unveiled the DIRECTV Backstage Lounge, an exclusive space for VIP guests with catering by Cipriani. DIRECTV's communications and marketing was handled by Create Entertainment.
In addition, DIRECTV powered a free NFT drop for all attendees by NFT developer Fanaply, and unveiled the DIRECTV Backstage Lounge, an exclusive space for VIP guests with catering by Cipriani. DIRECTV's communications and marketing was handled by Create Entertainment.
Photo: Cassidy Sparrow/Getty Images for unKommon events
GilletteLabs' Roller Rink Activation
Gillette activated during Super Bowl weekend with a fun outdoor roller rink in Santa Monica. Intended to highlight the new GilletteLabs Razor with Exfoliating Bar, the pop-up rink was illuminated with neon lighting after dark and included special appearances by NFL stars Christian McCaffrey, Derwin James and Mark Andrews. Ketchum handled PR for the activation, while Atomic handled experiential and production.
Photo: Courtesy of Ketchum
The Players Tailgate
Celebrity chef Guy Fieri returned as host of The Players Tailgate, a benefit event for Operation BBQ Relief that took place Feb. 13 just prior to the big game. Normally held inside a 50,000-square-foot tent, the 2,500-person gathering, presented by Bullseye Event Group, moved to an outdoor location adjacent to SoFi Stadium this year. In addition to Fieri, celebrity chefs like Aaron May, Todd English, Ming Tsai and Michael Voltaggio served dishes from food stalls. An added bonus? Organizers teamed up with the Food Recovery Network to donate almost 2,000 pounds of unused food after the event.
Photo: Peter Barreras/AP Images for Bullseye Event Group
Washington Commanders Party
The newly named Washington Commanders hosted a pre-Super Bowl party at Nobu in West Hollywood. Joe Lewis Company printed and installed graphics and branded scenic elements to show off the NFL team's fresh logo and branding.
Photo: Ahnna Richmond
NFL and GLAAD's 'A Night of Pride' Event
On Feb. 10, GLAAD and the NFL teamed up to host “A Night of Pride,” sponsored by Pepsi’s Stronger Together campaign, at SoFi Stadium. The evening featured a performance by Big Freedia as well as panel discussions on advances in LGBTQ inclusion in sports and the NFL’s commitment to LGBTQ former and current players.
Photo: Getty Images for GLAAD
Bolts Experience Presented by Hyundai
The Tailgate Tour—the longest-running and largest traveling fan experience in college sports—came to Los Angeles for Super Bowl weekend, hosting the free, three-day Bolts Experience Presented by Hyundai on Santa Monica's 3rd Street Promenade. Rogers & Cowan PMK and AKJOHNSTON teamed up to build a brand experience for Hyundai that promoted the latest IONIQ 5 cars. Fans could play games, enjoy iced coffee and win prizes at the event, which featured an inflatable helmet and other football-inspired details.
Photo: Courtesy of AKJOHNSTON
DIRECTV's Super Bowl Weekend Events
DIRECTV hosted multiple events and activations over Super Bowl weekend, all held at the Loews Santa Monica with production, design and management by CHCre8tive. On-site, guests could visit an embroidery bar from Digital Events Inc. to customize a toiletry kit or other personal items, a chakra bar from The Grand Bevy where their readings were matched with corresponding tonic elixir cocktails, a made-to-order smoothie station, logo-branded cappuccinos from The Cappuccino Man and other activities like foosball, ping-pong, pool and board games. Additional vendors included fabrication and lighting from Unmatched, rentals from Town & Country and Form Decor, florals from CJ Matsumoto & Sons and linens from BBJ Linen.
Photo: Courtesy of CHCre8tive
The brand also hosted a lavish dinner at Elephante on Feb. 12, which offered cocktails with photos of guests printed on top from The Grand Bevy; a tequila tasting and wine and cheese pairing; tarot card reading, numerology and a luggage-tag calligraphy station from Vita Perfetta; and an electric violinist from Asher Entertainment. Ultimate Lighting handled lighting and CJ Matsumoto & Sons handled florals.
Photo: Courtesy of CHCre8tive
