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  1. Sports

Super Bowl LIX: 75+ Standout Moments From the Week's Top Events and Brand Activations

In this jam-packed roundup, we're spotlighting our favorite event moments from brands like Sports Illustrated, Uber, Pepsi, Verizon, Reese's, Smirnoff, Nike, Barstool Sports, and many more.

Claire Hoffman
February 14, 2025

NEW ORLEANS—Postgame headlines may have been dominated by the Philadelphia Eagles' big win over the Kansas City Chiefs, along with Kendrick Lamar's powerful halftime show. But for many, Super Bowl weekend is all about the star-studded parties and creative brand activations, which this year blanketed the Big Easy's streets, restaurants, hotels, and other venues.

In what might be BizBash's biggest roundup ever, we're taking you behind the scenes at what you missed from brands like Sports Illustrated, Uber, Pepsi, Verizon, Reese's, Smirnoff, Nike, Barstool Sports, Captain Morgan, and many more.

The Super Bowl Experience
The Super Bowl Experience
The NFL took over the Ernest N. Morial Convention Center Feb. 5-8 for the Super Bowl Experience, presented by Panini. The fan event featured interactive games, star player autographs, photos with the Super Bowl rings and the Vince Lombardi Trophy, and exclusive merchandise from the NFL Shop presented by Visa.
Photo: Sarah Kloepple/BizBash
Fans could purchase official Super Bowl merch at Nike's eye-catching retail pop-up inside the Super Bowl Experience, a collaboration with Fanatics and Brand Activation Services.
Fans could purchase official Super Bowl merch at Nike's eye-catching retail pop-up inside the Super Bowl Experience, a collaboration with Fanatics and Brand Activation Services.
Photo: Sarah Kloepple/BizBash
Lowe’s, the official home improvement partner of the NFL, hosted a six-zoned booth that included the 'Home Team Toss,' where fans tried to throw a football through the O of a large display.
Lowe’s, the official home improvement partner of the NFL, hosted a six-zoned booth that included the "Home Team Toss," where fans tried to throw a football through the O of a large display.
Photo: Sarah Kloepple/BizBash
Wilson's activation displayed historic footballs from Super Bowls; fans could also purchase special LIX footballs (pictured).
Wilson's activation displayed historic footballs from Super Bowls; fans could also purchase special LIX footballs (pictured).
Photo: Sarah Kloepple/BizBash
In addition to its role as presenting sponsor of the NFL Shop at the Super Bowl Experience, Visa activated with a space inspired by the vibrant spirit of New Orleans and the four 'downs' of football. Designed by 160over90, the “4 to Score Zone” featured an interactive Mardi Gras-themed photo op, a locker room setup for fans to 'put their game face on' with eye black and temporary tattoos, surprise giveaways, and appearances by Fred Warner and Justin Jefferson.
In addition to its role as presenting sponsor of the NFL Shop at the Super Bowl Experience, Visa activated with a space inspired by the vibrant spirit of New Orleans and the four "downs" of football. Designed by 160over90, the “4 to Score Zone” featured an interactive Mardi Gras-themed photo op, a locker room setup for fans to "put their game face on" with eye black and temporary tattoos, surprise giveaways, and appearances by Fred Warner and Justin Jefferson.
Photo: Courtesy of 160over90
Also at the Super Bowl Experience, 160over90 produced the USAA Salute to Service Lounge for the 14th year, bringing military service members, veterans, and their families face to face with top-tier NFL talent like Rob Gronkowski, Justin Jefferson, Jayden Daniels, and Drake Maye. Fans could meet their favorite NFL stars, participate in photo and autograph moments, and play Madden 25 on custom USAA gaming stations.
Also at the Super Bowl Experience, 160over90 produced the USAA Salute to Service Lounge for the 14th year, bringing military service members, veterans, and their families face to face with top-tier NFL talent like Rob Gronkowski, Justin Jefferson, Jayden Daniels, and Drake Maye. Fans could meet their favorite NFL stars, participate in photo and autograph moments, and play Madden 25 on custom USAA gaming stations.
Photo: Courtesy of 160over90
Gameday Experience
Gameday Experience
On game day, from the moment Super Bowl attendees walked through the gates at Caesars Superdome, they were immersed in a world of entertainment paying homage to the city of New Orleans. Performers from Artists Creating Entertainment—hired by 1TeamEventManagement—filled the spaces with spectacle, color, and energy. ACE matched costumes with the NFL logo as well as the stadium's various gate colors, adding a fun wayfinding element.
Photo: Courtesy of Artists Creating Entertainment
Other ACE performers included sky drummers with custom logos, “gate girls” dressed as Southern bells on ladders, two 'living art' frames, and more.
Other ACE performers included sky drummers with custom logos, “gate girls” dressed as Southern bells on ladders, two "living art" frames, and more.
Photo: Courtesy of Artists Creating Entertainment
Shaq's Fun House
Shaq's Fun House
One of the week's most anticipated events was Shaq’s Fun House, held at Mardi Gras World and produced by Medium Rare. The NBA legend and LSU alum was ushered in with full fanfare alongside the "Shaq-A-Licious Brass Band" (a team of local musicians); he played games with hundreds of guests in the carnival midway before taking the stage to DJ.
Photo: Tyler Church Photography
Shaq’s Fun House also included live performances from John Summit, Ludacris, and Myles O'Neal.
Shaq’s Fun House also included live performances from John Summit, Ludacris, and Myles O'Neal.
Photo: Tyler Church Photography
In addition to carnival-themed games and performers, a number of sponsors like Anheuser-Busch, Verizon, Pepsi, and Häagen-Dazs tied into the theme with fun activations. Cruise line Carnival hosted an oversize carnival ride and a dedicated food pop-up serving classic carnival treats like candy apples and popcorn. Beatbox also hosted a carnival ride and a dedicated bar, while Carvana hosted a custom-branded basketball court.
In addition to carnival-themed games and performers, a number of sponsors like Anheuser-Busch, Verizon, Pepsi, and Häagen-Dazs tied into the theme with fun activations. Cruise line Carnival hosted an oversize carnival ride and a dedicated food pop-up serving classic carnival treats like candy apples and popcorn. Beatbox also hosted a carnival ride and a dedicated bar, while Carvana hosted a custom-branded basketball court.
Photo: Jacob Tyler Dunn
Papa Johns served free pizza to Fun House guests all night long, and created a custom-built photo experience.
Papa Johns served free pizza to Fun House guests all night long, and created a custom-built photo experience.
Photo: Jacob Tyler Dunn
The One Party by Uber
The One Party by Uber
On Feb. 7, Uber hosted The One Party by Uber, designed and produced by David Stark Design & Production. The Uber One member-only event featured a performance by Travis Scott with special guest Ice Spice, a DJ set by Saint Heron-Solange Knowles and DJ Auntie Spice, and a drum line from Tulane University.
Photo: Courtesy of Uber
Uber One members celebrated the evening alongside A-list athletes and celebs—along with a giant gold football that served as a bar centerpiece.
Uber One members celebrated the evening alongside A-list athletes and celebs—along with a giant gold football that served as a bar centerpiece.
Photo: Courtesy of Uber
The Uber One logo also formed an eye-catching chandelier over the crowd.
The Uber One logo also formed an eye-catching chandelier over the crowd.
Photo: Courtesy of Uber
'Sports Illustrated' The Party
'Sports Illustrated' The Party
The night before the Super Bowl, A-list celebrities and sports stars gathered at SIThe Party at Mardi Gras World, which featured a back-to-back DJ set by Dom Dolla and Diplo. The event was produced by Medium Rare.
Photo: Jacob Tyler Dunn
The event featured a variety of standout sponsor activations, including a custom Pepsi bar featuring cocktails and mocktails inspired by the brand’s most popular flavors, along with beverages from Celsius, Anheuser-Busch, and Saint James Iced Tea (pictured). Verizon, the party’s exclusive wireless and cellular parter, hosted content capture zones and charging stations, while U.S. Polo Assn. outfitted staffers in co-branded, premium apparel.
The event featured a variety of standout sponsor activations, including a custom Pepsi bar featuring cocktails and mocktails inspired by the brand’s most popular flavors, along with beverages from Celsius, Anheuser-Busch, and Saint James Iced Tea (pictured). Verizon, the party’s exclusive wireless and cellular parter, hosted content capture zones and charging stations, while U.S. Polo Assn. outfitted staffers in co-branded, premium apparel.
Photo: Alive Coverage for Medium Rare
In a fun activation from True Religion Brand Jeans, fans who made two out of four football tosses won True Religion swag.
In a fun activation from True Religion Brand Jeans, fans who made two out of four football tosses won True Religion swag.
Photo: Alive Coverage for Medium Rare
STORZ & BICKEL made a splash as the first cannabis brand to host an on-site consumption event at the Super Bowl, bringing the VOLCANO Bar to the Sports Illustrated party. Guests enjoyed smoke-free sessions with a dry herb vaporizer alongside CEO Jürgen Bickel and retired NFL superstar 'Pacman' Jones.
STORZ & BICKEL made a splash as the first cannabis brand to host an on-site consumption event at the Super Bowl, bringing the VOLCANO Bar to the Sports Illustrated party. Guests enjoyed smoke-free sessions with a dry herb vaporizer alongside CEO Jürgen Bickel and retired NFL superstar "Pacman" Jones.
Photo: Courtesy of STORZ & BICKEL
Guy Fieri’s Flavortown Tailgate
Guy Fieri’s Flavortown Tailgate
Guy Fieri hosted the third annual Guy Fieri’s Flavortown Tailgate, drawing a whopping 20,000 fans to Mardi Gras World. Fieri himself made his grand entrance on a Mardi Gras float, before Diplo and Flavor Flav performed. Eli Manning (pictured) also stopped by, grabbing a bite at the on-site King's Hawaiian sponsor activation. The event was produced by Medium Rare.
Photo: Courtesy of Medium Rare
Another sponsor, Crock-Pot, introduced its own Big Game Sunday Celebrity Cook Off, where football legends served their tailgate dishes to a panel of judges. The brand also hosted a tailgate experience, where they handed out two custom tailgate dishes for free.
Another sponsor, Crock-Pot, introduced its own Big Game Sunday Celebrity Cook Off, where football legends served their tailgate dishes to a panel of judges. The brand also hosted a tailgate experience, where they handed out two custom tailgate dishes for free.
Photo: Alive Coverage for Medium Rare
As one of Guy’s Flavortown Tailgate headline partners, Carnival created an eye-catching food promenade with three exclusive offerings that gave guests a taste of Celebration Key, Carnival’s new destination in Grand Bahama. Fieri and Carnival also hosted a main-stage salute to members of the military, and gave away a free cruise to 10 veterans.
As one of Guy’s Flavortown Tailgate headline partners, Carnival created an eye-catching food promenade with three exclusive offerings that gave guests a taste of Celebration Key, Carnival’s new destination in Grand Bahama. Fieri and Carnival also hosted a main-stage salute to members of the military, and gave away a free cruise to 10 veterans.
Photo: Alive Coverage for Medium Rare
GNC's activation featured a smoothie experience where attendees could taste the flavors of vanilla and chocolate whey protein before making their way over to dive into a football catch photo moment. Other on-site activations came from Anheuser-Busch, TickPick, Sabra, Verizon, Hellmann’s, Natalie’s Juice, Flavortown Cookware and Kitchen Essentials, Flavortown Sauce, and Santo Tequila.
GNC's activation featured a smoothie experience where attendees could taste the flavors of vanilla and chocolate whey protein before making their way over to dive into a football catch photo moment.

Other on-site activations came from Anheuser-Busch, TickPick, Sabra, Verizon, Hellmann’s, Natalie’s Juice, Flavortown Cookware and Kitchen Essentials, Flavortown Sauce, and Santo Tequila.
Photo: Courtesy of Medium Rare
Gallery Club House Presented by Ulta Beauty
Gallery Club House Presented by Ulta Beauty
Gallery Media Group (GMG) popped up during Super Bowl weekend with presenting sponsors Ulta Beauty and Zapp’s. Hosted by Chanen Johnson, wife of NFL New Orleans Saints star Juwan Johnson, “For The W" was an exclusive event designed to celebrate the women who make every weekend memorable: wives, girlfriends, moms, sisters, and daughters.
Photo: Chad Salvador/Shutterstock for GMG
Attendees visited Ulta Beauty’s Beauty Bar to elevate their look with top hairstylists and makeup artists, and visited a dedicated snack station featuring local brand Zapp’s signature chips. Music by The Young PinStripe Brass Band provided an upbeat vibe, while guests could partake in fun product giveaways and capture memories with unique photo moments. Fun props—like floral-covered football helmets—added to the gathering's feminine vibe.
Attendees visited Ulta Beauty’s Beauty Bar to elevate their look with top hairstylists and makeup artists, and visited a dedicated snack station featuring local brand Zapp’s signature chips. Music by The Young PinStripe Brass Band provided an upbeat vibe, while guests could partake in fun product giveaways and capture memories with unique photo moments. Fun props—like floral-covered football helmets—added to the gathering's feminine vibe.
Photo: Chad Salvador/Shutterstock for GMG
Maison Raising Cane’s
Maison Raising Cane’s
Fast-casual chain Raising Cane’s—known for its chicken fingers—hosted celebrity guests in New Orleans at "Maison Raising Cane’s," a complete takeover of Maison Métier at 546 Carondelet St. The founder of the Louisiana-based brand, Todd Graves, invited celebrities like Orlando Bloom, Saweetie, Cynthia Erivo, Chance the Rapper, and more to stay with him at the hotel and watch the game from his suite.
Photo: Courtesy of Raising Cane's
The over-the-top hotel takeover included a redesign of guest rooms, the hotel’s dining area, and the lounge, plus exclusive gifting including a custom jacket station, PJs, limited-edition hats, T-shirts, and more.
The over-the-top hotel takeover included a redesign of guest rooms, the hotel’s dining area, and the lounge, plus exclusive gifting including a custom jacket station, PJs, limited-edition hats, T-shirts, and more.
Photo: Courtesy of Raising Cane's
Kaytranada and Anderson .Paak performed at the One Love Lounge while sipping custom Cane’s cocktails in the evenings leading up to the big game. Guests also enjoyed curated meals with custom menus.
Kaytranada and Anderson .Paak performed at the One Love Lounge while sipping custom Cane’s cocktails in the evenings leading up to the big game. Guests also enjoyed curated meals with custom menus.
Photo: Courtesy of Raising Cane's
The Pepsi Challenge
The Pepsi Challenge
Pepsi hosted its first "Pepsi Challenge" more than 50 years ago—and now, the brand is bringing back the campaign to put Pepsi Zero Sugar to the test. It kicked off during Super Bowl weekend in the “Chips and Sips Quarter” in New Orleans, where fans blindly sampled Pepsi Zero Sugar and Coke Zero Sugar.
Photo: Courtesy of Pepsi
The event offered surprise-and-delight moments and prizes, which were triggered when challengers selected Pepsi Zero Sugar. Starting in early spring, The Pepsi Challenge will travel from coast to coast, stopping at cities across the United States, including Las Vegas, San Francisco, Los Angeles, Phoenix, Houston, Dallas, Tampa, Miami, Orlando, Indianapolis, Baltimore, New York City, and more.
The event offered surprise-and-delight moments and prizes, which were triggered when challengers selected Pepsi Zero Sugar.

Starting in early spring, The Pepsi Challenge will travel from coast to coast, stopping at cities across the United States, including Las Vegas, San Francisco, Los Angeles, Phoenix, Houston, Dallas, Tampa, Miami, Orlando, Indianapolis, Baltimore, New York City, and more.
Photo: Courtsy of Pepsi
House of Verizon
House of Verizon
House of Verizon brought together music, tech, fashion, football, food, and more at Fulton Alley in New Orleans. Created and produced by 160over90, the weeklong experience was available to Verizon customers. On Feb. 8, Verizon partnered with Tao to host The Big Speakeasy, which featured performances by Doechii and T-Pain. Producer Jermaine Dupri also performed with a special appearance by Juvenile, along with a surprise performance from Janelle Monáe.
Photo: Tiffany Sage/BFA.com
Other events included an exclusive fashion show from RHUDE’s Rhuigi Villaseñor, a vintage NFL apparel marketplace, a showcase of Kristin Kristin Juszczyk’s Off Season line, culinary demos, and multiple late-night parties.
Other events included an exclusive fashion show from RHUDE’s Rhuigi Villaseñor, a vintage NFL apparel marketplace, a showcase of Kristin Kristin Juszczyk’s Off Season line, culinary demos, and multiple late-night parties.
Photo: Tiffany Sage/BFA.com
Verizon FanFest
Verizon FanFest
Verizon also hosted its inaugural FanFest this year, with sold-out events bringing the excitement of Super Bowl Sunday to 30 NFL markets across the country. Fans in select cities (like Kansas City, Mo., pictured) gained exclusive access to stadiums and venues, where they snapped selfies from the 50-yard line, toured locker rooms, enjoyed local cuisine, and met NFL legends Tiki Barber and Marshall Faulk. See more: Why Verizon Will Be Hosting a Nationwide Super Bowl Party This Year
Photo: Courtesy of Verizon
The FanDuel Super Bowl Party Powered by Spotify
The FanDuel Super Bowl Party Powered by Spotify
The FanDuel Super Bowl Party Powered by Spotify took place on Feb. 7. Megan Thee Stallion opened the show, followed by performances from blink-182 and DJ Pee .wee (aka Anderson .Paak).
Photo: Getty Images
AUX—Spotify’s in-house music agency—produced the event for the second year in a row. Design highlights included a logo display made from footballs.
AUX—Spotify’s in-house music agency—produced the event for the second year in a row. Design highlights included a logo display made from footballs.
Photo: Getty Images
The party also had a 'Victory Gear' section with merchandise.
The party also had a "Victory Gear" section with merchandise.
Photo: Getty Images
Marriott Bonvoy House Presented by Visa
Marriott Bonvoy House Presented by Visa
The annual Marriott Bonvoy House Presented by Visa party returned at the House of Blues Restaurant & Bar. Produced by 160over90 for the sixth year, guests celebrated the soul of New Orleans with whiskey tastings, local cuisine, meet and greets with San Francisco 49ers stars Deebo Samuel Sr. and Kyle Juszczyk, and a live performance from Fitz and the Tantrums.
Photo: Courtesy of 160over90
Barstool Sports' Activations
Barstool Sports' Activations
The Dozen, Barstool Sports' signature trivia show, kicked off its 2025 season with a live event at The Fillmore New Orleans on Feb. 4. The show, which sold more than 200 tickets, featured Barstool employees competing in a battle of knowledge and wits. Matches throughout the season air on BarstoolSports.com, culminating in a live show season finale. Set fabrication was handled by Street Factory Media.
Photo: Courtesy of Barstool Sports
Barstool Sports' content house, which also had fabrication by Street Factory Media, featured an outdoor set that served as the backdrop for regularly scheduled programming, including Mostly Sports, The Yak, and The Rundown. All shows were streamed live on BarstoolSports.com.
Barstool Sports' content house, which also had fabrication by Street Factory Media, featured an outdoor set that served as the backdrop for regularly scheduled programming, including Mostly Sports, The Yak, and The Rundown. All shows were streamed live on BarstoolSports.com.
Photo: Courtesy of Barstool Sports
Barstool Live, hosted by Dave Portnoy, Dan Katz, and Jon Gruden, was broadcast live from The Frat House bar on Bourbon Street during the week. The show aired in real time on BarstoolSports.com, and welcomed special guests such as Matt Patricia, Greg Olsen, Sean Payton, and Gillie Da Kid.
Barstool Live, hosted by Dave Portnoy, Dan Katz, and Jon Gruden, was broadcast live from The Frat House bar on Bourbon Street during the week. The show aired in real time on BarstoolSports.com, and welcomed special guests such as Matt Patricia, Greg Olsen, Sean Payton, and Gillie Da Kid.
Photo: Courtesy of Barstool Sports
Finally, Barstool Sports' regularly scheduled podcasts and interviews were recorded in hotel suites that had transformed into custom podcast studios. The custom-designed spaces made sure the flavor of NOLA was captured through set fabrication by Street Factory Media and Synergy Design Group.
Finally, Barstool Sports' regularly scheduled podcasts and interviews were recorded in hotel suites that had transformed into custom podcast studios. The custom-designed spaces made sure the flavor of NOLA was captured through set fabrication by Street Factory Media and Synergy Design Group.
Photo: Courtesy of Barstool Sports
NFL's A Night of Pride with GLAAD
NFL's A Night of Pride with GLAAD
The fourth annual A Night of Pride with GLAAD, presented by Smirnoff, took place on Feb. 7. The evening spotlighted the NFL's commitment to the LGBTQ community; it was headlined by global superstar Big Freedia and featured a special live performance by Grammy-nominated musical group Tank and the Bangas.
Photo: Getty Images
The event was hosted by NFL brand ambassador Ryan Mitchell—and in a fun touch, decor included a mirrored, branded football helmet and decorative, sparkling footballs.
The event was hosted by NFL brand ambassador Ryan Mitchell—and in a fun touch, decor included a mirrored, branded football helmet and decorative, sparkling footballs.
Photo: Getty Images
Reese's Voice-Activated Volcano
Reese's Voice-Activated Volcano
Reese's popped up in New Orleans with a "voice-activated volcano," nodding to its Super Bowl ad. Consumers could yell "It's lava time, baby!" to receive a free Chocolate Lava Big Cup. NFL stars Kirk Cousins, Keon Coleman, Fred Warner, Xavier Legette, Jaxon Smith-Njigba, and Jahmyr Gibbs promoted the machine on their social media.
Photo: Courtesy of Reese's
Captain Morgan’s Rum Street
Captain Morgan’s Rum Street
Captain Morgan made its mark in New Orleans, transforming Bourbon Street into Rum Street for a weekend of surprises, parties, and more. Fans in the Big Easy were invited to “Follow the Captain” through the French Quarter, scanning QR codes on cups, coasters, and signs to score their first cocktail on Captain, unlock exclusive merch, and even land a golden ticket to the weekend’s hottest party. Rum Street was brought to life by NVE Experience Agency.
Photo: Courtesy of NVE Experience Agency
The grand finale, Captain Morgan’s exclusive Rum Street HQ Party, featured a performance by T-Pain that brought the spirit of the French Quarter to life. Produced by Audacy, the event generated record-breaking PR wins led by TAYLOR—Captain Morgan’s Rum Street activation pulled in over 7.6B+ impressions.
The grand finale, Captain Morgan’s exclusive Rum Street HQ Party, featured a performance by T-Pain that brought the spirit of the French Quarter to life. Produced by Audacy, the event generated record-breaking PR wins led by TAYLOR—Captain Morgan’s Rum Street activation pulled in over 7.6B+ impressions.
Photo: Courtesy of NVE Experience Agency
NYLON & Estée Lauder's Pre-Super Bowl Dinner
NYLON & Estée Lauder's Pre-Super Bowl Dinner
On Feb. 8, NYLON and Estée Lauder hosted an intimate dinner with Kristin Juszczyk in honor of Super Bowl weekend and an upcoming launch from Estée Lauder. Designed to recognize the growing presence of women on and off the field, the event spotlighted Estée Lauder's "Game Day, Your Way" initiative, which celebrates diversity among sports fans. The dinner's decor included a subtle football field-inspired decal on the mirrored wall.
Photo: Monica Schipper/Getty Images for NYLON
Female-founded company Stacy's Pita Chips was on site, serving an appetizer of crabmeat and Cajun caviar balanced atop one of their Simply Naked baked pita chips.
Female-founded company Stacy's Pita Chips was on site, serving an appetizer of crabmeat and Cajun caviar balanced atop one of their Simply Naked baked pita chips.
Photo: Monica Schipper/Getty Images for NYLON
Smirnoff The Longest Tailgate
Smirnoff The Longest Tailgate
Smirnoff's The Longest Tailgate, which featured a performance by Flo Rida, allowed fans to celebrate all day with a 60-foot-long truck loaded with ice-cold Smirnoff cocktails and grilling stations. The event was hosted by NFL players Vernon Davis, Warrick Dunn, and Chris Long.
Photo: Bre Johnson/BFA for Smirnoff
Chef David Rose cooked up flavorful NOLA-style jambalaya at the tailgate party.
Chef David Rose cooked up flavorful NOLA-style jambalaya at the tailgate party.
Photo: Bre Johnson/BFA for Smirnoff
Budweiser's Clydesdales Beer Deliveries
Budweiser's Clydesdales Beer Deliveries
The iconic Budweiser Clydesdales made beer deliveries in New Orleans Feb. 5-7 to bring the brand's latest Super Bowl ad to life. Timed to celebrate the end of the workday, the Clydesdale beer deliveries were given to fans 21 and up at participating bars in various neighborhoods.
Photo: Budweiser
The Crown Royal Station
The Crown Royal Station
For Crown Royal, marketing collective Brand New created a New Orleans-inspired footprint that aimed to blend the uniqueness of NOLA with the spirit of the entire Crown Royal portfolio. The space included a custom Deluxe Dive Bar, cocktails and local bites from the Royal Street food hall, and multiple general store pop-ups selling merch.
Photo: BFA
A highlight was the Crown Royal Big Rig at center stage, where hundreds of guests enjoyed always-on live music.
A highlight was the Crown Royal Big Rig at center stage, where hundreds of guests enjoyed always-on live music.
Photo: BFA
Complex's Family Style Food Festival
Complex's Family Style Food Festival
On Feb. 8, Complex brought its recently acquired Family Style Food Festival—known for its curated lineup of top chefs, restaurants, brands, and entertainment—to NOLA. Guests were treated to live musical performances from Don Toliver, Mannie Fresh, and Sango and DJ Towfu. Travis Scott, who was the 2024 ComplexCon artistic director and headliner, made a surprise appearance, too.
Photo: Complex
More than 10,000 guests stopped by New Orleans' StudioBE for the event, which also featured a live recording of Complex’s Sneakers Show podcast, immersive art installations, and curated food vendors.
More than 10,000 guests stopped by New Orleans' StudioBE for the event, which also featured a live recording of Complex’s Sneakers Show podcast, immersive art installations, and curated food vendors.
Photo: Complex
A highlight of Complex's festival was a historic $1 million jackpot from online gaming company Monkey Tilt, where fans had a chance to “crack the safe” for a life-changing prize. Fans interacted with the Tilt Truck (pictured), a custom-designed gaming truck by West Coast Customs. Monkey Tilt also unveiled its Bricks & Wood streetwear capsule collection, which was available during the event and shoppable on Complex Shop while supplies lasted.
A highlight of Complex's festival was a historic $1 million jackpot from online gaming company Monkey Tilt, where fans had a chance to “crack the safe” for a life-changing prize. Fans interacted with the Tilt Truck (pictured), a custom-designed gaming truck by West Coast Customs. Monkey Tilt also unveiled its Bricks & Wood streetwear capsule collection, which was available during the event and shoppable on Complex Shop while supplies lasted.
Photo: Courtesy of Monkey Tilt
DraftKings & h.wood Homecoming Presented by T-Mobile and Venmo
DraftKings & h.wood Homecoming Presented by T-Mobile and Venmo
With the help of 160over90, DraftKings hosted VIPs and industry execs over three days of programming, highlighted by a "Homecoming" bash with co-host h.wood featuring The Chainsmokers and Nelly.
Photo: Tasos Katopodis for Getty Images
The star-studded event was held at New Orleans' iconic Brennan’s Restaurant, and had a guest list that included Shannon Sharpe, Druski, Dave Portnoy, Brianna LaPaglia, Josh Richards, Zane Lowe, and Keegan-Michael Key.
The star-studded event was held at New Orleans' iconic Brennan’s Restaurant, and had a guest list that included Shannon Sharpe, Druski, Dave Portnoy, Brianna LaPaglia, Josh Richards, Zane Lowe, and Keegan-Michael Key.
Photo: Courtesy of 160over90
LSU Geaux Zone
LSU Geaux Zone
In a convergence of New Orleans culture and football fandom, LSU hosted the Geaux Zone, an experiential pop-up shop and brand engagement event to connect fans and visitors to the state’s flagship university and its football legacy. The event took place just 1 mile from the French Quarter and a half mile from the Caesars Superdome. The Geaux Zone, produced in conjunction with CLC and Turnkey, featured a curated collection of merchandise, as well as a product “Custom Zone” for fans to personalize their gear.
Photo: Whitney Tucker Photography
Fans also enjoyed free food and beverages from Beignet Box and Lucky Dogs, as well as music, an appearance by mascot Mike the Tiger, and special appearances from former LSU athletes: Tyrann Mathieu, Clyde Edwards-Helaire, Brian Thomas Jr., and a selection of current football players.
Fans also enjoyed free food and beverages from Beignet Box and Lucky Dogs, as well as music, an appearance by mascot Mike the Tiger, and special appearances from former LSU athletes: Tyrann Mathieu, Clyde Edwards-Helaire, Brian Thomas Jr., and a selection of current football players.
Photo: Whitney Tucker Photography
FRI&NDS by Odell Beckham Jr.'s Launch
FRI&NDS by Odell Beckham Jr.'s Launch
On Feb. 6, NFL wide receiver Odell Beckham Jr. celebrated the New Orleans debut of FRI&NDS (pronounced “And Friends”), his new platform rooted in culture, content, and live events. Paying homage to the spirit of New Orleans and its founder’s connection to the city, FRI&NDS by Odell Beckham Jr. hosted a celebration at Merchant House, presented By Cash App. It kicked off with a 100-person performance from St. Augustine Marching Band, which shut down Magazine Street, and also featured a star-studded lineup of performances from Luka Sabbat, BigXthaPlug, and The Soul Rebels. (Guests were also treated to impromptu appearances from Chance the Rapper and Shaboozey.)
Photo: Josh Sobel
Beyond the stage, an expansive lineup of programming aimed to capture the essence of New Orleans through activations like local street performers, a portrait studio, typewriter poets, fortunetellers, living statues, acrobats, slices from St. Pizza, and more. All art featured at the event was curated in partnership with New Orleans artist Brandan “BMike” Odums and StudioBE. BMike also auctioned a one-of-a-kind collaborative piece created with Odell, with proceeds supporting his foundation, Eternal Seeds.
Beyond the stage, an expansive lineup of programming aimed to capture the essence of New Orleans through activations like local street performers, a portrait studio, typewriter poets, fortunetellers, living statues, acrobats, slices from St. Pizza, and more. All art featured at the event was curated in partnership with New Orleans artist Brandan “BMike” Odums and StudioBE. BMike also auctioned a one-of-a-kind collaborative piece created with Odell, with proceeds supporting his foundation, Eternal Seeds.
Photo: Josh Sobel
SiriusXM and Pandora’s Chris Stapleton Concert
SiriusXM and Pandora’s Chris Stapleton Concert
On Feb. 6, SiriusXM and Pandora kicked off the weekend with an exclusive concert headlined by Chris Stapleton at The Fillmore. Local SiriusXM subscribers and Pandora listeners were invited to watch in person, while fans at home could listen to the performance in its entirety via the Chris Stapleton Radio channels on SiriusXM and Pandora. The event also included a number of sponsorship activations created by NVE Experience Agency, which included a western-inspired general store from Fritos.
Photo: Courtesy of NVE Experience Agency
Glad surprised and delighted fans with a New Orleans 2nd line performance, celebrating the rich culture of Mardis Gras. Other activations included beignets and coffee from High 5 Casino, lounges from Lowes, preferred seating from Hilton, and monogrammed luggage tags from LinkedIn.
Glad surprised and delighted fans with a New Orleans 2nd line performance, celebrating the rich culture of Mardis Gras. Other activations included beignets and coffee from High 5 Casino, lounges from Lowes, preferred seating from Hilton, and monogrammed luggage tags from LinkedIn.
Photo: Courtesy of NVE Experience Agency
White Claw hosted the lobby bar and provided drink tickets to all general admission guests. Mint Mobile, Paramount+, Rosetta Stone, and USAA also activated at the event.
White Claw hosted the lobby bar and provided drink tickets to all general admission guests. Mint Mobile, Paramount+, Rosetta Stone, and USAA also activated at the event.
Photo: Courtesy of NVE Experience Agency
The Abercrombie House
The Abercrombie House
Following the success of its popular licensed collection with the NFL, Abercrombie & Fitch announced “The Abercrombie House”, an exclusive one-day retail experience in New Orleans on Feb. 8. Fans could shop merchandise for Super Bowl LIX, apparel for the final two teams and the New Orleans Saints, and bestsellers from the Abercrombie mainline collection, including trending denim and outerwear.
Photo: Courtesy of Abercrombie
Visitors were also invited to personalize items at a custom embroidery station, and had the opportunity for a meet and greet with NFL stars Nick Chubb, Fred Warner, and Drake Maye.
Visitors were also invited to personalize items at a custom embroidery station, and had the opportunity for a meet and greet with NFL stars Nick Chubb, Fred Warner, and Drake Maye.
Photo: Courtesy of Abercrombie
BetMGM Big Game Bash
BetMGM Big Game Bash
Ahead of his performance of “America the Beautiful” at the Big Game, Trombone Shorty got the party started with sports betting company BetMGM, performing to a packed house of VIPs at the BetMGM Big Game Bash, held at Toulouse Theatre in the heart of the French Quarter. The Big Game Bash is an annual event exclusively curated for BetMGM players.
Photo: Getty Images for BetMGM
Wondery x 'New Heights' House Party
Wondery x 'New Heights' House Party
Jason Kelce, Super Bowl champion and host of the Wondery podcast New Heights, hosted the Wondery x New Heights House Party on Feb. 5. VIP guests like Flavor Flav (pictured) posed on a carpet styled after a football field.
Photo: Getty Images for Wondery
There was also a Reese's-sponsored 'Touchdown Toss' game.
There was also a Reese's-sponsored "Touchdown Toss" game.
Photo: Getty Images for Wondery
The Sports Power Brunch
The Sports Power Brunch
The Sports Power Brunch, an annual event that takes place during Super Bowl week, descended on New Orleans to serve up inspiration and innovation from some of the top women in sports today. This year's honorees at the brunch included the New Orleans Pelicans' Swin Cash, Delta Air Lines' Alicia Tillman, National Women's Soccer League champ Ali Krieger, the NFL's Dawn Aponte, and the HBCU Athletic Conference's Dr. Kiki Baker Barnes. The event is produced by powerhouse PR and sports executive LaTonya Story, who first brought the brunch to life in Atlanta in 2019.
Photo: Getty Images for Sports Power Brunch
For the 2025 iteration, the brunch welcomed over 400 attendees to Four Seasons Hotel New Orleans. Notable sponsors with on-site activations included ESPN Films, Porsche, Lululemon, and Jim Beam. Story tapped Cornelius Humphries of The Shaunta Brand for event management. (Check out BizBash's full recap of the event here.)
For the 2025 iteration, the brunch welcomed over 400 attendees to Four Seasons Hotel New Orleans. Notable sponsors with on-site activations included ESPN Films, Porsche, Lululemon, and Jim Beam. Story tapped Cornelius Humphries of The Shaunta Brand for event management. (Check out BizBash's full recap of the event here.)
Photo: The BIG Agency
ADWEEK House, the brand’s signature pop-up experience at major industry happenings, activated in New Orleans ahead of the Big Game. Held Feb. 7 at the historic Swoop-Duggins House, the brand's first Super Bowl activation hosted discussions focused on the latest shifts in marketing, culture, and audience dynamics worldwide.
ADWEEK House, the brand’s signature pop-up experience at major industry happenings, activated in New Orleans ahead of the Big Game. Held Feb. 7 at the historic Swoop-Duggins House, the brand's first Super Bowl activation hosted discussions focused on the latest shifts in marketing, culture, and audience dynamics worldwide.
Photo: Michael Blankenship
During the ADWEEK House event, Instacart brought by mascots and a 'weinermobile,' which was featured in the brand's Super Bowl commercial
During the ADWEEK House event, Instacart brought by mascots and a "weinermobile," which was featured in the brand's Super Bowl commercial
Photo: Michael Blankenship
The NFL's Origins Shopping Event
The NFL's Origins Shopping Event
The NFL's Origins: An NFL Collection for Super Bowl LIX is a collaboration between the NFL and three New Orleans-based brands. The collection celebrates the city's culture and history, and features art and designs that interpret the Super Bowl through a New Orleans lens. For the third year, Six Degrees Marketing created a one-day, pop-up shopping event on Feb. 6.
Photo: Doug Benc/AP Images for the NFL
The shopping event spotlighted the three brands featured in the collection, including Jerin “Jerk” Beasley—a visual artist whose work focuses on pop culture—along with Statement Goods and Sneaker Politics.
The shopping event spotlighted the three brands featured in the collection, including Jerin “Jerk” Beasley—a visual artist whose work focuses on pop culture—along with Statement Goods and Sneaker Politics.
Photo: Doug Benc/AP Images for the NFL
Nike x Academy Sports' Athlete Meet & Greet
Nike x Academy Sports' Athlete Meet & Greet
Nike hosted three activations during Super Bowl weekend, all designed and produced by Tara Wilson Agency, an experiential marketing agency specializing in immersive activations for sportswear and beauty brands. One of them was an athlete meet and greet with Miami Dolphins player Jevon Holland, a partnership with Academy Sports. The fan-focused appearance featured a larger-than-life helmet photo op—turning fans into bobbleheads!—plus a live DJ and personalized chain-stitched Nike apparel.
Photo: Courtesy of Tara Wilson Agency
Nike x City Gear's Super Sole Saturday
Nike x City Gear's Super Sole Saturday
Nike and City Gear’s Super Sole Saturday community pep rally celebrated New Orleans' youth and sports culture by supporting City Gear’s Sole Schools—underserved schools benefiting from funding and mentorship. Highlights include an NFL panel highlighting sports’ impact on and off the field, live marching band performances by Sole Schools bands, Cajun food trucks, a Madden gaming truck, and more. The event resulted in a $30,000 donation to City Gear’s Sole Schools.

Nike's third activation, also produced by Tara Wilson Agency and in partnership with City Gear, was "The Big Sneak-Easy," an exclusive speakeasy-style event celebrating New Orleans' sneaker and music culture, along with hometown hero and community activist Tennessee Titans running back Tyjae Spears. The event featured live mural painting, Nike Air Force 1 customization, shoe cleanings, and more.
Photo: Courtesy of Tara Wilson Agency
Cracker Barrel Cheese’s Food Delivery Robots
Cracker Barrel Cheese’s Food Delivery Robots
Cracker Barrel Cheese hosted AI-powered food delivery robots in NOLA, bringing nearly 100,000 Cracker Barrel Cheese Sticks directly to fans from Feb. 5-9. The robots covered more than 500 combined miles during Super Bowl week, navigating tailgates, parks, and hot spots to bring game day fuel straight to the crowd. Fans could easily access Cracker Barrel Cheese Sticks through the refrigerated robots, each equipped with a scannable QR code for instant, free snacking. Former pro football player, actor, and television host Anthony “Spice” Adams hyped up fans during the activation.
Photo: Courtesy of Cracker Barrel Cheese
Maritime Partners Yacht Club
Maritime Partners Yacht Club
Financial brokerage Maritime Partners hosted a Super Bowl party in its hometown of New Orleans for 1,500 attendees. The company worked with creative and experiential partner BMF, who came up with a yacht club theme to help bring Maritime and its business to life in a fun way.
Photo: Courtesy of BMF
For the Maritime Partners event, BMF booked a lineup of talent including Rick Ross, T.I., and Diplo, plus some special surprise performances like roller skaters.
For the Maritime Partners event, BMF booked a lineup of talent including Rick Ross, T.I., and Diplo, plus some special surprise performances like roller skaters.
Photo: Courtesy of BMF
The Athlete's Foot's Party with a Purpose
The Athlete's Foot's Party with a Purpose
The Athlete’s Foot’s (TAF) hosted its first-ever Super Bowl activations this year, kicking off with the "Party with a Purpose" on Feb. 7. The event celebrated Master P and raised funds for the Team Hope Foundation; it featured performances by The Phunky Monkeys, live mural painting, exclusive giveaways from Pro Standard, and a surprise appearance by New Orleans Saints defensive end Carl Granderson.
Photo: Chad Salvador/Shutterstock for The Athlete's Foot
Nike x The Athlete's Foot's Personalization Party
Nike x The Athlete's Foot's Personalization Party
On Feb. 8, TAF teamed up with Nike for a "personalization party," where 200 pairs of Air Force 1s were customized by attendees; TAF also offered 20 pairs of the exclusive Nike Air Diamond Sneakers in Deion Sanders’ Draft ColorWay.

Earlier that day, TAF also hosted an event celebrating the De La Salle girls flag football team, recognizing their achievements with special appearances from Jacksonville Jaguars wide receiver Brian Thomas Jr., Chicago Bears running back coach Jennifer King, and Staten Island Giants wide receiver Janasia Wilson. Each athlete received personalized Nike products.
Photo: Chad Salvador/Shutterstock for The Athlete's Foot
Minorities in Sports Business Network's A Toast to Black Sports
Minorities in Sports Business Network's A Toast to Black Sports
Minorities in Sports Business Network (MiS) hosted an exclusive, invite-only luncheon, "A Toast to Black Sports," shining a spotlight on trailblazing Black women who have made contributions across the sports industry. More than 55 guests gathered at Café Sbisa, the oldest Black-owned restaurant in New Orleans, where industry experts shared experiences, exchanged ideas, and celebrated the achievements of Carmen Wilson, co-founder of Play Make Her, and Jennifer King, the first full-time Black female coach in the NFL.
Photo: Courtesy of Minorities in Sports Business Network
The Guest House at Athletes First's “The Block”
The Guest House at Athletes First's “The Block”
Sports representation company Athletes First presented “The Block,” an exclusive 25,000-square-foot hospitality and brand activation destination spanning multiple private mansions in downtown New Orleans Feb. 6-8. Several events took place at RDM Hospitality's The Guest House and featured an array of curated culinary menus, food presentations, crafted cocktails, and hors d'oeuvres by executive chef Todd Mark Miller. Highlights included an assortment of seafood platters, sweet corn hush puppies, and the venue's take on some New Orleans traditional dishes like gumbo, beignets, and more.
Photo: Courtesy of Greenfly and Athletes First
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