The Super Bowl, the N.F.L.'s biggest game and one of the country's most influential annual sporting events, draws hundreds of thousands of sports fans, media, and celebrities. Accordingly, the big game's host city, which changes every year, gets a few days in the spotlight—and a huge influx of tourist traffic. Brands such as Playboy, Bud Light, and ESPN cash in on the buzz, staging lavish activations and attention-grabbing events throughout the weekend. The 2016 game took place in Santa Clara, California on February 7; here's our archive of Super Bowl coverage through the years.