GLENDALE, ARIZ.—The Kansas City Chiefs took home the Super Bowl LVII trophy after defeating the Philadelphia Eagles 38-35 on Feb. 12 at State Farm Stadium.
On the field, the Chiefs’ Harrison Bucker kicked the game-winning ball with 11 seconds left, capping off an action-packed fourth quarter. Chiefs quarterback Patrick Mahomes earned himself the MVP title, and made history as the first Black quarterback to win multiple Super Bowl titles. In another historic moment, Super Bowl LVII marked the first championship game where both teams were helmed by Black quarterbacks. And Rihanna performed a solo halftime show where she took a moment to blot her face using Fenty Beauty’s Invisimatte Blotting Powder, sending Google searches for the beauty brand soaring 833%, according to Cosmetics Business.
Off the field, BizBash (naturally) had its eye on the celebrity chefs at Guy Fieri’s Flavortown Tailgate, the carnival setup at Shaq’s Fun House, Barstool Sports’ week-long event itinerary, el.f. Cosmetics’s first-ever Super Bowl ad spot—which was also its inaugural TV commercial—starring none other than Jennifer Coolidge, and so much more.
Keep scrolling to see inside 17 Big Game-centered bashes…
![A Night of Pride](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/1464320339.63ee537e4e51c.png?auto=format%2Ccompress&q=70&w=400)
![h.wood Homecoming Presented by Cash App & Visa](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/DRAKE_HWOOD2023_0210_232022_1669_DLG.63ee5611314af.png?auto=format%2Ccompress&q=70&w=400)
![Inside the Live Más Lounge was a Taco Bell Cantina, where the fast-food chain served up “Big A** Mexican Pizza” to the A-listers in attendance (like Megan Fox, Serena Williams, Alix Earle, Christina Aguilera, and Michael Strahan, just to name a few). Elsewhere at the 140,000-square-foot venue was Mezcal El Silencio’s tattoo pop-up.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/IMG_0326.63ee560627712.png?auto=format%2Ccompress&q=70&w=400)
Elsewhere at the 140,000-square-foot venue was Mezcal El Silencio’s tattoo pop-up.
![The invite-only event featured sets by Zack Bia and Night Owl Sound before Drake took the stage for a finale performance. The h.wood Homecoming was produced by New York-based experiential agency Uncommon Entertainment and West Hollywood hospitality company The h.wood Group.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/DRAKE_HWOOD2023_0211_030949_7902_DLG.63ee560d1a72d.png?auto=format%2Ccompress&q=70&w=400)
![Rémy Martin’s Super Bowl Ad Spot](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Serena_Williams_Bar_Scene.63ee56425eb96.png?auto=format%2Ccompress&q=70&w=400)
In further celebration of the commercial’s airing, Rémy Martin curated cocktails for fans to enjoy at home on Super Bowl Sunday and beyond. Of them, The Rémy 1738 Sidecar, made with… 2 oz. Rémy Martin 1738 Accord Royal
¾ oz Cointreau
¾ oz lemon juice
Directions: Pour all ingredients into a shaker that’s filled with ice. Shake, strain, and pour into a glass, then garnish with a lemon peel.
![Tao X Maxim’s Big Game 'Catch Me If You Can' Party](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/1465220893.63ee567d358e9.png?auto=format%2Ccompress&q=70&w=400)
![The 5,000-attendee evening welcomed ticketholders (general admission ran patrons $349-$500, and VIP table packages maxed out at $75,000), and Kaplan described how the 'Catch Me If You Can theme [was] punctuated by 1960s mod glamor and sophistication that called back to the early days of air travel.” He pointed to the airport counter-inspired check-in desk, guests’ first touchpoint at the event, before “passing through security checkpoints to be directed to their tables by ground crew members.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/TAO_MAXIM2023_0212_025931_9257_DLG.63ee568873b9e.png?auto=format%2Ccompress&q=70&w=400)
![A slew of brands activated at the event. Take LA Golf, which was on-site with an immersive putting experience, or BMW’s “futuristic display launching the world’s first color-changing vehicle, the BMW XM,” Kaplan explained. Lifestyle Events helped with production, while Creative State and Eighteentwentysix assisted with activation builds, and Phygital handled all security and event safety operations.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/TAO_MAXIM2023_0211_232510_2269_DLG.63ee5688af511.png?auto=format%2Ccompress&q=70&w=400)
![As for food and beverage, “open bars were stocked with top-shelf liquor,” and bottles were delivered to tables via galley carts in a nod to the Catch Me If You Can theme. Signature drinks were available courtesy of event partner Jose Cuervo—there was even a Jose Cuervo-branded fuselage on-site for a fun photo op—as well as bites from Raising Cane’s and Crumbl cookies. Fever Tree, Rémy Martin, Heineken, Pepsi, Ciroc, Nutrl, Red Bull, and Prizepicks also participated in F&B offerings.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/TAO_MAXIM2023_0212_003102_2552_DLG.63ee5686bdcba.png?auto=format%2Ccompress&q=70&w=400)
![Musical performances included the likes of Loud Luxury, Offset, and Zedd, and celebrities in the packed crowd included Travis Scott, Tyga, Cher, and more. Tao X Maxim’s Big Game Party took more than a year to plan and execute, and Kaplan said the UnKommon team is already looking forward to next year’s bash in Las Vegas.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/TAO_MAXIM2023_0212_013933_8933_DLG.63ee568c38405.png?auto=format%2Ccompress&q=70&w=400)
Tao X Maxim’s Big Game Party took more than a year to plan and execute, and Kaplan said the UnKommon team is already looking forward to next year’s bash in Las Vegas.
![Guy Fieri’s Flavortown Tailgate](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Photo_Feb_12_2023__12_17_45_PM.63ee5724a95a2.png?auto=format%2Ccompress&q=70&w=400)
Medium Rare, which created and produced the event, said of how the tailgate evoked Fieri’s rock-and-roll-meets-foodie vibe: “Guy wasn’t just host of the event, he truly was the Mayor of Flavortown. From curating the restaurants we had on-site to hosting his own restaurant pop-ups, Guy’s fans got to get a true taste of his personally curated game day eats.”
![The Tums Chicken Wing Challenge took the main stage during the free event and was fittingly sponsored by the antacid brand. NFL players Chad Johnson of the Cincinnati Bengals and LeSean McCoy of the Tampa Bay Buccaneers faced off “to see who could eat the most wings in 90 seconds,” Richman explained. “Fans loved it!” Another highlight? A performance by Diplo.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Photo_Feb_12_2023__2_28_44_PM.63ee5724b0f2b.png?auto=format%2Ccompress&q=70&w=400)
![Elsewhere at the tailgate, CELSIUS had an on-theme activation outfitted in turf where brand representatives handed out the energy drink to attendees, including to band members who played at the event and dressed up as Fieri in his signature flame-clad button down, visor, and sunglasses. Richman also pointed to Sprouts Farmers’ Market activation as another standout, where there was “a custom-built butcher case [that] attendees could walk through and personally select their meat to have grilled right in front of them.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Guy_Fieri_Tailgate_X_CELSIUS_3.63ee57581ed79.png?auto=format%2Ccompress&q=70&w=400)
![e.l.f. Cosmetics’ Ad Spot with Jennifer Coolidge](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Screen_Shot_2023_02_16_at_11.17.08_AM.63ee5711d394c.png?auto=format%2Ccompress&q=70&w=400)
![Sports Illustrated The Party](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/SI2023_0211_230618_AR3A3872_ALIVECOVERAGE.63ee5798aa12c.png?auto=format%2Ccompress&q=70&w=400)
Aside from 32 lucky fans and 5,000 ticketed guests, celebrity attendees included Alex Rodriguez, Quavo, Michael Phelps, Tiffany Haddish, Jerry Rice, and more.
![Medium Rare co-produced SI The Party alongside Authentic Brands Group, the global brand management company that purchased SI in 2019 for $100 million. Silberzweig noted feeling the pressure of helming the “marquee event,” which he also cited as “probably the hottest ticket of Super Bowl Weekend.” “This is the first time [Medium Rare is] producing this event, so it was important to us to not only do it justice, but take it a step further,” he explained. Silberzweig added that SI The Party aimed to be an extension of the “unprecedented and unforgettable experiences” SI readers seek out when reading Sports Illustrated, and pointed to the night’s headliners—The Chainsmokers and Machine Gun Kelly—as just one of many ways SI The Party accomplished that.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/SI2023_0211_234734_AR3A4658_ALIVECOVERAGE.63ee5793452c4.png?auto=format%2Ccompress&q=70&w=400)
“This is the first time [Medium Rare is] producing this event, so it was important to us to not only do it justice, but take it a step further,” he explained. Silberzweig added that SI The Party aimed to be an extension of the “unprecedented and unforgettable experiences” SI readers seek out when reading Sports Illustrated, and pointed to the night’s headliners—The Chainsmokers and Machine Gun Kelly—as just one of many ways SI The Party accomplished that.
![Gronk Beach](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/GB2023_0211_153153_8321_ALIVECOVERAGE.63ee57d77dfb9.png?auto=format%2Ccompress&q=70&w=400)
“Gronk Beach is the ultimate beach-vibe day party. When we started this event with Rob the first time he retired from the NFL, we realized that amongst the other Super Bowl Weekend activities, there was a hole open Saturday afternoon. So we built out an event that would allow us to capitalize on that time block, while also building an experience that was built around Rob’s DNA,” Richman explained.
![The result of filling a void in Super Bowl Weekend programming? A daytime bash that featured a “Beast Bar,” where Gronk Beach’s presenting partner, The Beast Unleashed, served up its signature malt beverage. There was also a “Beast Mainstage” where Gronk—who Richman said was named “the MVP of Fun”—led a “cheers” moment, as well as custom denim jacket giveaways courtesy of Wrangler, and a Teramana Tequila “Mana Mobile” truck that provided food and drinks featuring Dwayne Johnson’s liquor brand. And what would a beach party be without a pool and volleyball tournament? Thanks to Corona, Gronk Beach also boasted just that—a pool—plus a beach bar and a celebrity volleyball tournament where Deebo Samuel, Brooks Nadar, Nick Young, Kostek, and more got their game faces on for some friendly competition.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/GB2023_0211_161805_9942_ALIVECOVERAGE.63ee57d328cc3.png?auto=format%2Ccompress&q=70&w=400)
And what would a beach party be without a pool and volleyball tournament? Thanks to Corona, Gronk Beach also boasted just that—a pool—plus a beach bar and a celebrity volleyball tournament where Deebo Samuel, Brooks Nadar, Nick Young, Kostek, and more got their game faces on for some friendly competition.
![Shaq’s Fun House](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/SHAQSFUNHOUSE2023_0210_210642_139A2834_ALIVECOVERAGE.63ee580590ed9.png?auto=format%2Ccompress&q=70&w=400)
Shaq’s Fun House is “part carnival, part music festival—the ultimate adult playground,” Silberzweig added, noting that the concept for the event was born out of “conceptualizing this with Shaq some years back [when] he said to us, ‘I am tired of boring Super Bowl parties, guys in suits just standing around. I want to do something that’s fun and for the people.’”
![It’s no doubt that Shaq’s Fun House is, as the iconic basketball star wanted, an event for the people. “An all-inclusive ticket affords guests six hours of a premium open bar, thanks to partners like Casamigos and Anhauser Busch,” Silberzweig said, adding that “we’ve got a full carnival [too], which featured the ‘Nothing but NETspend’ basketball game and Netspend Ferris Wheel, [as well as] the Electrolit slide, and a carousel.” It doesn’t end there—a tented area also featured a concert area with VIP tables in partnership with Wynn. “This year we had Snoop Dogg headline. It was insane in the best way possible,” the Medium Rare co-CEO said.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/SHAQSFUNHOUSE2023_0210_222329_139A3102_ALIVECOVERAGE.63ee5801c3538.png?auto=format%2Ccompress&q=70&w=400)
![“This year, the ambition of Shaq’s Fun House as a carnival and concert was fully realized,” Silberzweig said when reflecting on the guest experience. “It was custom-built and designed from the ground up” with the staples everyone knows and loves about a classic carnival, like the “big-top circus tent,” which Silberzweig added was “shipped in via cargo ship to house 5,000 people for a Snoop Dogg and Diplo mega-show.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/SHAQSFUNHOUSE2023_0210_222808_139A3165_ALIVECOVERAGE.63ee5801c80cc.png?auto=format%2Ccompress&q=70&w=400)
![Savage X Fenty’s Game Day ‘Xperience’](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Savage_X_Fenty_Retail_Pop_Up.63e10919cced9.63ee5863e3c24.png?auto=format%2Ccompress&q=70&w=400)
For the opening night of the multi-day activation, the brand held a private event complete with a live DJ and mixologists who served up themed cocktails (think: “Tailgate Touchdown” and “Friday Night Lights”) while attendees sipped, snacked, shopped, and socialized.
![As expected, there was no shortage of photo ops throughout the activation. Here, guests could pose in turf-lined chairs centered in front of the brand's Game Day Collection logo. They were encouraged to post their pics to social media using the hashtag #SavageXTouchdown.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Savage_X_Fenty_LVII.63e1091538ae1.63ee585fa840e.png?auto=format%2Ccompress&q=70&w=400)
![The Player’s Tailgate Hosted by Bobby Flay](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/1465366395.63ee589d3bbe8.png?auto=format%2Ccompress&q=70&w=400)
The tailgate menu featured speciality dishes courtesy of 15 celebrity chefs, including Rocco DiSpirito’s deep-fried lobster with pepperonata jelly, Tiffany Derry’s crawfish beignets, Stan Hays’s smoked barbecue pineapple steam with jalapeno pineapple slaw, and Flay’s red chile pork nachos with green chile queso, just to name a few. All food surplus from the tailgate was donated to the Food Recovery Network to be distributed to nonprofit organizations.
![Barstool’s Saguaro Scramble](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Saguaro_Scramble.63ee58ae34614.png?auto=format%2Ccompress&q=70&w=400)
TSI Graphics handled all of Saguaro Scramble’s on-course signage.
![The Barstool Phoenix Mini Golf Open](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Mini_Open2.63ee58d340b86.png?auto=format%2Ccompress&q=70&w=400)
“On one hole, players had to stand on a Pringles branded platform and putt while having ‘can hands,’ meaning their hands had to be in a Pringles container while putting,” Litvack explained. “This was aligned with their [Pringles’] #GetStuckIn campaign to win free Pringles, (which) they ran as an ad during the Super Bowl.”
![Of course, Barstool recorded and broadcast the mini golf event, which featured Dave Portnoy and Ban “Big Cat” Katz, the host of the highly rated sports podcast Pardon My Take. Litvack attributed the “live production and broadcast of the event” as its greatest success. “We had drones buzzing overhead with cameras attached to them to capture aerial views of the action, and our cameramen followed each group and framed the putt putt action perfectly without ever getting in the way,” Barstool’s president of live events explained. As for the greatest challenge, Litvack said: “We have never done a live mini golf event before. While we have conquered basketball and football, if you work in TV you know golf is a whole different type of broadcast.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/Mini_Open1.63ee58d3c9761.png?auto=format%2Ccompress&q=70&w=400)
As for the greatest challenge, Litvack said: “We have never done a live mini golf event before. While we have conquered basketball and football, if you work in TV you know golf is a whole different type of broadcast.”
![‘The Dozen’ Live Show](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/TheDozen1.63ee591a459f1.png?auto=format%2Ccompress&q=70&w=400)
![As he does weekly, Emmy-Award winning journalist, host, and blogger Jeff D. Lowe hosted The Dozen . Litvack noted how the Barstool “talent have been participating in The Dozen for over three years, but it mostly has been filmed in-house and then broadcasted after, so putting the show on in-person, at a theater, [and] for the first time meant we had to provide a more elevated guest experience in the form of audience interaction.” This came in the form of making audience members a part of the show—literally. “Our talent could ask the audience for a lifeline” if they didn’t know the answer to a trivia question, Litvack explained.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/The_Dozen_4.63ee591a801ad.png?auto=format%2Ccompress&q=70&w=400)
![Litvack noted how “this past year more than ever,” Barstool has “made a concerted effort to do more live events in all different forms.” The week-long schedule of events surrounding the Super Bowl was a direct result of that, and Litvack said how such programming “brings our rabid fan base even closer to our talent, making a lasting impression, and our fans love it.” As far as what’s next for the sports and pop-culture-focused digital media company, Litvack said the most engaging experiential events on Barstool’s lineup include the Barstool Classic Golf Tour—which will visit 25 cities throughout 2023—and the Chiclets Cup street hockey events, which will kick off this summer.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/TheDozen2.63ee591a13a98.png?auto=format%2Ccompress&q=70&w=400)
As far as what’s next for the sports and pop-culture-focused digital media company, Litvack said the most engaging experiential events on Barstool’s lineup include the Barstool Classic Golf Tour—which will visit 25 cities throughout 2023—and the Chiclets Cup street hockey events, which will kick off this summer.
![H&R Block’s Tax Prep Tailgate](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/DSC02487_HDR_2.63ee59588fb6c.png?auto=format%2Ccompress&q=70&w=400)
From 10 a.m.-3p.m., football fans were encouraged to bring their personal device, identification, and tax-related documents to the beer hall to file their taxes on-site. H&R Block representatives were on-hand at the Tax Pro Zone to assist with the brand’s DIY Tax Solutions products, and Guilford Hall Brewery provided brewery- and game-day-inspired bites, like pretzel stations, bratwurst, and burgers.
![Sports Illustrated Golf Invitational](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/ACR03620.63ee5971dcdb7.png?auto=format%2Ccompress&q=70&w=400)
![Matt Goldstein, the senior vice president of entertainment and special projects at Authentic Brands Group—the global brand management company that purchased SI in 2019 for a cool $100 million—explained of his favorite part of the event: “Our partner Wing (a drone delivery company) delivered the inaugural tee-off ball. We wanted to kick off our first-ever golf invitational in a memorable way, and incorporating a unique ball drop added an element of fanfare.” Then, “each hole had dedicated activations and friendly competitions such as ‘Closest to the Pin,’ presented by Brooks Brothers, where the winner took home a Brooks Brothers custom sports coat.” And in other play-to-win moments, “LA Golf sponsored a blindfolded putting contest where the winner received a new LA Golf putter, [and] Dough Ball Whiskey sponsored ‘Longest Drive,’ with the winner receiving a yellow YETI Dough Ball cooler,” Goldstein explained.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/ACR03424.63ee597124c4e.png?auto=format%2Ccompress&q=70&w=400)
Then, “each hole had dedicated activations and friendly competitions such as ‘Closest to the Pin,’ presented by Brooks Brothers, where the winner took home a Brooks Brothers custom sports coat.” And in other play-to-win moments, “LA Golf sponsored a blindfolded putting contest where the winner received a new LA Golf putter, [and] Dough Ball Whiskey sponsored ‘Longest Drive,’ with the winner receiving a yellow YETI Dough Ball cooler,” Goldstein explained.
![SWARM](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/02/SuperbowlWynwoodImage_copy_2.63ee59b1206dc.png?auto=format%2Ccompress&q=70&w=400)