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EVENT REPORT

Super Bowl Parties Kick Off With Concerts and Customized Gifts From Pepsi, GQ, and Dockers

Timbaland performing at the Pepsi Super Bowl Fan Jam Thursday night

Photo: Mitchell Zachs

Although brands like ESPN the Magazine and Maxim will host Super Bowl XLIV parties beginning tonight, others staged events earlier in the week. The celebrations began on Tuesday with N.B.A. All-Star Alonzo Mourning’s fund-raiser at Lucky Strike Lanes in South Beach and continued with parties hosted by Pepsi, former N.F.L. player Jerry Rice, GQ, and the New Orleans Saints. Here’s a look inside the events and other brand activations from Dockers, Patrón, and Bridgestone.