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  1. Venues & Destinations

Super Bowl Party Highlights: 60 Ideas from 'Maxim,' ESPN, 'Rolling Stone,' 'Playboy' and More Brands

Jenny Berg
February 6, 2012

Super Bowl XLVI celebrations started days before the Giants popped the cork off the first bottle of Champagne. As a first-time host city, Indianapolis had a  "hunger to ensure an impactful event," said Chris Gahl, spokesperson for the convention and visitors association.

Expecting more than 150,000 global visitors in town for the game, the city funneled a reported $12 million into building Super Bowl Village. Billed as an "interactive festival of football," the activation took over three blocks of Georgia Street, was free and open to the public, and offered everything from zip line rides to ice sculptures to a Bret Michaels concert from January 27 through Sunday.

Plus, there were the splashy affairs hosted by magazine, liquor, and other types of brands. "We [were] expecting more than 1,000 private jets on the ground, and more than 130 private events in Indianapolis in just six days," Gahl said.

Robert Tuchman, president of Elite Experiences, worked with corporations to develop V.I.P. Super Bowl packages and partnered with Maxim for its events over the weekend. He told us in the days leading up to the game, "the party scene finally feels like it's back to 2006, prior to our economy falling off a cliff. It's been a slow climb the last few years at Super Bowl, but this year, it seems like everyone and everybody is having an event."

Hosts included Pepsi, which offered a concert from Latin artists Alejandra Guzman and Larry Hernandez for 3,500 guests at its Musica Super Bowl Fan Jam on Wednesday night at the Indianapolis Convention Center. Bud Light took over a 180-room Hampton Inn from Thursday through Sunday, splashing its logo on everything from pillow mints to shampoos to create the Bud Light Hotel. The activation hosted concerts from artists such as Pitbull and the Barenaked Ladies.

Within the beer brand's temporary digs, Playboy hosted a Friday-night party replete with aerialists and a Mini Cooper displayed in a peep-show style installation. Other magazine bashes included Maxim's at the Indiana State Fairgrounds on Saturday night. With a performance from Ludacris, the event had a superhero theme and activations for Tabasco, Patrón, Paul Mitchell, and Coca-Cola. Also on Saturday, Rolling Stone's first Super Bowl party took over a warehouse space in downtown Indianapolis and celebrated the 150th anniversary of Bacardi with a Cuban theme and plenty of product samples.

DirecTV held its annual Celebrity Beach Bowl at Victory Field, where famous participants including Snoop Dogg competed on a sandy football field in front of 10,000 fans. And on Saturday night, the company hosted a party that offered everything from a cathedral-inspired bar to Katy Perry singing in a football jersey.

DirecTV Super Saturday Night
DirecTV Super Saturday Night
DirecTV Super Saturday Night
Photo: Sean Twomey/2me Studios
Super Bowl Village
Super Bowl Village
Indianapolis reportedly poured nearly $12 million into the construction of Super Bowl Village. Described by city reps as a "10-day, three-block, interactive festival of football," the free and open-to-the-public activation on Georgia Street had everything from zip line rides to heated tents to a mobile pizza kitchen from Papa John's. It was open from January 27 through game day.
Rendering: Indianapolis Convention & Visitors Association/VisitIndy.com
Super Bowl Village
Super Bowl Village
On January 27—the opening night of Super Bowl Village—Bret Michaels put on a free concert on the Verizon stage.
Photo: Steve C. Mitchell - Super Bowl Host Committee
Super Bowl Village
Super Bowl Village
Pauly D from Jersey Shore also performed on the Verizon stage on January 27, spinning tunes from a laptop covered in Italian-flag-inspired bling. Throughout the activation, other performers included Patti Labelle and Sixpence None the Richer.
Photo: Steve C. Mitchell - Super Bowl Host Committee
Super Bowl Village
Super Bowl Village
Randy Finch and Derek Maxfield, stars of the Food Network's show Ice Brigade, put on live ice-sculpting performances in the Super Bowl Village. Naturally, their frozen sculptures had a sporty theme.
Photo: Courtesy of Indianapolis Super Bowl Host Committee
Super Bowl Village
Super Bowl Village
Other activities at Super Bowl Village included the Super Bowl Host Committee and Global Inheritance's 100-Yard Hamster Wheel Dash. The activity let Giants and Patriots fans go head to head in human-powered wheels; a scoreboard kept track of which player generated the most energy. On February 5, the fan base that generated the most overall energy was declared the champion.
Photo: Courtesy of Indianapolis Super Bowl Host Committee
Social Media Command Center at Super Bowl XLVI
Social Media Command Center at Super Bowl XLVI
This year's game had its first-ever 2,800-square-foot social media command center. A team of about 20 strategists, analysts, and techies monitored fan conversation on platforms like Facebook and Twitter from January 30 to February 5, tweeting answers to fans' questions about directions, parking, Indianapolis attractions, and more.
Photo: Courtesy of Indianapolis Super Bowl Host Committee
Pepsi Musica Fan Jam at Super Bowl XLVI
Pepsi Musica Fan Jam at Super Bowl XLVI
Held at the Indianapolis Convention Center on Wednesday, the Pepsi Musica Fan Jam targeted a Latino crowd and drew 3,500 guests. The event, with set design from Lesley Morphy Studio, included performances from Alejandra Guzman and Larry Hernandez. The concerts aired on Univision on Saturday night.
Photo: Courtesy of Lesley Morphy Studio
Pepsi Musica Fan Jam at Super Bowl XLVI
Pepsi Musica Fan Jam at Super Bowl XLVI
Pepsi had custom bars topped with flower arrangements in the brand's signature hues. Servers doled out wine and mixed drinks.
Photo: Courtesy of Lesley Morphy Studio
Pepsi Musica Fan Jam at Super Bowl XLVI
Pepsi Musica Fan Jam at Super Bowl XLVI
The event had custom V.I.P. viewing platforms with bars, plush lounge furniture, and three-dimensional sphere logos for the soft drink.
Photo: Courtesy of Lesley Morphy Studio
Tazon Latino VI Celebrity Flag Football Game at Super Bowl XLVI
Tazon Latino VI Celebrity Flag Football Game at Super Bowl XLVI
On Thursday, Latino NFL players participated in a flag football game in front of 3,000 fans. Sponsored by Pepsi, the game took place inside the Indianapolis Convention Center, where planners installed an official NFL field and a scoreboard.
Photo: Courtesy of Lesley Morphy Studio
Bud Light Hotel at Super Bowl XLVI
Bud Light Hotel at Super Bowl XLVI
The Bud Light Hotel took over the 180-room Hampton Inn in downtown Indianapolis from Thursday through Sunday. The activation, now in its third year, housed the EA Sports Madden Bowl on Thursday, the Playboy Party on Friday night, and concerts throughout the weekend.
Photo: James Trevenen
Bud Light Hotel at Super Bowl XLVI
Bud Light Hotel at Super Bowl XLVI
From blue carpeting to shampoos and pillow mints with logos, the hotel was blanketed in the beer brand. Perhaps the most prominent placement, though, was in a football-shaped mural made of bottle caps at the hotel's entrance. Fusion handled the hotel's production.
Photo: James Trevenen
The Bud Light Hotel at Super Bowl XLVI
The Bud Light Hotel at Super Bowl XLVI
The Roots performed onstage during EA Sports Madden Bowl on Thursday night.
Photo: Stephen Lovekin/Getty Images for Bud Light
Bud Light Hotel at Super Bowl XLVI
Bud Light Hotel at Super Bowl XLVI
Custom bars showcased the beer brand's logo, while background screens advertised XBox 360.
Photo: Stephen Lovekin/Getty Images for Bud Light
Bud Light Hotel at Super Bowl XLVI
Bud Light Hotel at Super Bowl XLVI
Former NFL player Warren Sapp attended the EA Sports Madden Bowl.
Photo: Stephen Lovekin/Getty Images for Bud Light
'Playboy' Super Bowl XLVI Party
'Playboy' Super Bowl XLVI Party
Sixteen Playmates in silky bunny costumes appeared at Playboy's party at the Bud Light Hotel on Friday night. With decor, production, and multimedia from Caravents Inc., the event had a "Carnival Mystique" theme.
Photo: James Trevenen
'Playboy' Super Bowl XLVI Party
'Playboy' Super Bowl XLVI Party
The party was inspired by vintage French circuses and Parisian cabarets, and it featured big-top-style entertainment.
Photo: James Trevenen
'Playboy' Super Bowl XLVI Party
'Playboy' Super Bowl XLVI Party
Aerialists were suspended from the ceiling on swatches of bright red fabric.
Photo: James Trevenen
'Playboy' Super Bowl XLVI Party
'Playboy' Super Bowl XLVI Party
Ne-Yo was the headline entertainer, and DJs Jessica Who and Reach also performed.
Photo: James Trevenen
'Playboy' Super Bowl XLVI Party
'Playboy' Super Bowl XLVI Party
Mini USA was a sponsor and had a two-seat Mini Roadster on site. The vehicle was displayed as part of a peep-show installation, with shadow dancers in the background.
Photo: James Trevenen
'Playboy' Super Bowl XLVI Party
'Playboy' Super Bowl XLVI Party
In an interactive gaming lounge, guests could test Sony's new portable gaming system, Playstation Vita. The product launches later this month.
Photo: James Trevenen
'GQ,' Lacoste, and Patrón Tequila's Super Bowl XLVI Party
'GQ,' Lacoste, and Patrón Tequila's Super Bowl XLVI Party
The three brands teamed together to host an event at the Stutz on Friday night. Activities included pool at a billiards table with GQ's Super Bowl logo. A nearby foosball table displayed Lacoste's trademark alligator.
Photo: Gustavo Caballero/Getty Images for GQ
'GQ,' Lacoste, and Patrón Tequila's Super Bowl XLVI Party
'GQ,' Lacoste, and Patrón Tequila's Super Bowl XLVI Party
The event offered entertainment, open bars, and a pop-up shop filled with Lacoste products.
Photo: Gustavo Caballero/Getty Images for GQ
'GQ,' Lacoste, and Patrón Tequila's Super Bowl XLVI Party
'GQ,' Lacoste, and Patrón Tequila's Super Bowl XLVI Party
Patrón served specialty "GQ Grapefruit" cocktails.
Photo: Gustavo Caballero/Getty Images for GQ
'GQ,' Lacoste, and Patrón Tequila's Super Bowl XLVI Party
'GQ,' Lacoste, and Patrón Tequila's Super Bowl XLVI Party
LL Cool J performed against a backdrop with sponsor logos.
Photo: Gustavo Caballero/Getty Images for GQ
ESPN The Magazine's "Next" Event at Super Bowl XLVI
ESPN The Magazine's 'Next' Event at Super Bowl XLVI
ESPN The Magazine's "Next" event took place Friday night in a downtown Indianapolis warehouse space. Targeted toward athletes, celebrities, and sports industry notables, the event drew 2,000 guests. Tony Schubert of Event Eleven handled production and design. Hired Gun Publicity and Consulting handled PR.
Photo: Line 8 Photography
ESPN The Magazine's "Next" Event at Super Bowl XLVI
ESPN The Magazine's 'Next' Event at Super Bowl XLVI
Customized areas showcased content from ESPN The Magazine's "Next" issue, which highlights up-and-coming athletes. Surrounding the stage where DJ D-Nice spun and dancers grooved along, screens showcased the logos of sponsors such as Dunkin' Donuts.
Photo: Line 8 Photography
ESPN The Magazine's "Next" Event at Super Bowl XLVI
ESPN The Magazine's 'Next' Event at Super Bowl XLVI
Alyssa Muenkel, associate director of ESPN event marketing, billed the Super Bowl bash as "the perfect opportunity for sponsors to align their brand with ESPN and showcase their products among a who's who guest list of the athletic elite." On-site activations included one from Ford. The automaker brought a Taurus Sho display vehicle and an interactive tool called the Mustang Customizer. The touch-screen video wall allowed guests to design their own Mustangs, selecting features such as stripes, wheels, and hoods; they could then choose environmental backdrops for the car.
Photo: Theo Wargo/Getty Images for ESPN
ESPN The Magazine's "Next" Event at Super Bowl XLVI
ESPN The Magazine's 'Next' Event at Super Bowl XLVI
Snickers had a custom candy bar and brand ambassadors distributing products from the Snickers NFL "Play Hungry" campaign.
Photo: Theo Wargo/Getty Images for ESPN
ESPN The Magazine's "Next" Event at Super Bowl XLVI
ESPN The Magazine's 'Next' Event at Super Bowl XLVI
Grammy-nominated artist Drake was the headline entertainer.
Photo: Line 8 Photography
Axxis Sports & Entertainment's "Leathers & Laces" Party at Super Bowl XLVI
Axxis Sports & Entertainment's 'Leathers & Laces' Party at Super Bowl XLVI
The Leathers & Laces bash took place at the Regions Bank Tower on Friday and Saturday, drawing about 1,500 guests each night. Friday night's hosts were Jenny McCarthy, JWoww from Jersey Shore, and Carmen Electra.
Photo: Courtesy of Axxis Sports & Entertainment
Axxis Sports & Entertainment's "Leathers & Laces" Party at Super Bowl XLVI
Axxis Sports & Entertainment's 'Leathers & Laces' Party at Super Bowl XLVI
Cirque USA performers clutched bottles of Belvedere, which was one of the event sponsors.
Photo: Tasos Katopodis/Getty Images for Leather & Laces/Courtesy of Axxis Sports & Entertainment
Axxis Sports & Entertainment's "Leathers & Laces" Party at Super Bowl XLVI
Axxis Sports & Entertainment's 'Leathers & Laces' Party at Super Bowl XLVI
A V.I.P. cabana decked with paintings of Marilyn Monroe sold for $25,000. The all-red area held about 10 guests and offered bottle service from liquor sponsors.
Photo: Courtesy of Axxis Sports & Entertainment
Taste of the NFL at Super Bowl XLVI
Taste of the NFL at Super Bowl XLVI
Held at the Gleaners Food Bank of Indiana on Saturday night, the Taste of the NFL had a tasting station with a Giants theme and food from the Tribeca Grill.
Photo: Zach Dobsen
Taste of the NFL at Super Bowl XLVI
Taste of the NFL at Super Bowl XLVI
The Patriots station offered Italian food from Boston restaurant Davio's. The event drew about 3,000 guests, was hosted by Chopped host Ted Allen, and offered a performance from country singer Sara Evans. Funds raised benefit food banks in all NFL markets.
Photo: Zach Dobsen
'Maxim' Super Bowl XLVI Party
'Maxim' Super Bowl XLVI Party
The Maxim party took over the Indiana State Fairgrounds on Saturday night. Servers dressed to reflect the superhero theme and passed foods made with products from sponsor Tabasco. About 2,500 guests attended; the crowd included "celebrities, Maxim advertisers and sponsors, taste makers, and of course, beautiful women," said Tracy Kessler of TK New York, which produced the event.
Photo: Christopher Polk/Getty Images for Maxim
'Maxim' Super Bowl XLVI Party
'Maxim' Super Bowl XLVI Party
Billed as "Patrón Presents the Maxim Party Featuring Coca-Cola Zero Countdown" the party included costumed servers passing specialty drinks mixed with Patrón tequila and Heineken beers.
Photo: Christopher Polk/Getty Images for Maxim
'Maxim' Super Bowl XLVI Party
'Maxim' Super Bowl XLVI Party
Other sponsors of the Maxim party included Paul Mitchell, which offered on-site styling with its Mitch products.
Photo: Christopher Polk/Getty Images for Maxim
'Maxim' Super Bowl XLVI Party
'Maxim' Super Bowl XLVI Party
Rapper Ludacris was the headline entertainer.
Photo: Christopher Polk/Getty Images for Maxim
'Maxim' Super Bowl XLVI Party
'Maxim' Super Bowl XLVI Party
Inspired by comic book sketches, a glowing green cityscape formed the backdrop of the bar.
Photo: Christopher Polk/Getty Images for Maxim
'Rolling Stone' Super Bowl XLVI Party
'Rolling Stone' Super Bowl XLVI Party
Rolling Stone hosted its first-ever Super Bowl bash in partnership with Bacardi at the Crane Bay on Saturday. Toast handled concert production and build-out of the venue, along with talent relations and stage management. The company also handled ticketing and produced a custom app for Rolling Stone Rock Weekend, which included a tailgate party on Sunday.
Photo: Gustavo Caballero/Getty Images for Rolling Stone's Volkswagen Rock & Roll Tailgate
'Rolling Stone' Super Bowl XLVI Party
'Rolling Stone' Super Bowl XLVI Party
The event drew about 1,300 guests and offered performances from four bands: Lupe Fiasco, LMFAO, Cobra Starship, and Gym Class Heroes.
Photo: Gustavo Caballero/Getty Images for Rolling Stone's Volkswagen Rock & Roll Tailgate
'Rolling Stone' Super Bowl XLVI Party
'Rolling Stone' Super Bowl XLVI Party
The event honored Bacardi's 150th anniversary, and plenty of the product flowed.
Photo: Gustavo Caballero/Getty Images  for Rolling Stone's Volkswagen Rock & Roll Tailgate
'Rolling Stone' Super Bowl XLVI Party
'Rolling Stone' Super Bowl XLVI Party
"We're working with Bacardi to make an event that celebrates the great party scenes over the past century and a half," said Rolling Stone publisher Matt Mastrangelo before the event. "We're creating immersive experiences that will transport guests back to Cuba in the 1920s and the golden age of the 1950s, as well as the modern era." Servers dressed in era-appropriate garb.
Photo: Gustavo Caballero/Getty Images  for Rolling Stone's Volkswagen Rock & Roll Tailgate
'Rolling Stone' Super Bowl XLVI Party
'Rolling Stone' Super Bowl XLVI Party
The host magazine's logo got prominent placement.
Photo: Gustavo Caballero/Getty Images  for Rolling Stone's Volkswagen Rock & Roll Tailgate
House of Hennessy's Pre-Game Event at Super Bowl XLVI
House of Hennessy's Pre-Game Event at Super Bowl XLVI
On Saturday night, Hennessy took over the Emmis Communications building in downtown Indianapolis for an event geared toward some 800 athletes, celebrities, and sports fans.
Photo: Kirill was here
House of Hennessy's Pre-Game Event at Super Bowl XLVI
House of Hennessy's Pre-Game Event at Super Bowl XLVI
DJs Rev Run and Ruckus performed for the crowd.
Photo: Kirill was here
House of Hennessy's Pre-Game Event at Super Bowl XLVI
House of Hennessy's Pre-Game Event at Super Bowl XLVI
Hennessy brand ambassadors distributed specialty mixed drinks.
Photo: Kirill was here
DirecTV's Celebrity Beach Bowl at Super Bowl XLVI
DirecTV's Celebrity Beach Bowl at Super Bowl XLVI
Snoop Dogg participated in DirecTV's Celebrity Beach Bowl Game at Victory Field on Saturday. Among the vendors participating in the logistically wrought event were key players Chad Hudson Events, Leader Enterprises, Murphy Productions, CL22, and Laissez Faire.
Photo: Chris Trotman/Getty Images for DirecTV
DirecTV's Celebrity Beach Bowl at Super Bowl XLVI
DirecTV's Celebrity Beach Bowl at Super Bowl XLVI
Celebrity players included NFL player Terrell Owens of Team Spike TV. The event took place in a 10,000-seat stadium replete with a regulation-size football field filled with sand and a concert stage where the Fray performed immediately after the game. The game and the show aired live on more than 25 networks, and when it was over the team of vendors began transforming the field for the Saturday night party.
Photo: Christopher Polk/Getty Images for DirecTV
DirecTV Super Saturday Night at Super Bowl XLVI
DirecTV Super Saturday Night at Super Bowl XLVI
Hosted by Mark Cuban's HDNet and Peyton Manning, the DirecTV Saturday night party drew about 3,500 guests to Victory Field.
Photo: Sean Twomey/2me Studios
DirecTV Super Saturday Night at Super Bowl XLVI
DirecTV Super Saturday Night at Super Bowl XLVI
Designer Cynthia Lopell of CL22 Productions said that her inspiration came from the steampunk movement. "When we visited Indianapolis on our site visit, we saw the cityscape with the steam plant as the background behind Victory Field, and we knew it was the perfect setting for [a] steampunk [theme]," she said.
Photo: Sean Twomey/2me Studios
DirecTV Super Saturday Night at Super Bowl XLVI
DirecTV Super Saturday Night at Super Bowl XLVI
Four runways flowed from a tower at the center of the space, and lounge areas held high-back Victorian love seats, plush sofas, and canopy and Louie chairs. Chandeliers with sparkling crystal, copper, milk glass, and gold patina were cantilevered from extensions coming out of the tower.
Photo: Sean Twomey/2me Studios
DirecTV Super Saturday Night at Super Bowl XLVI
DirecTV Super Saturday Night at Super Bowl XLVI
A 60-foot bar was crowned with five glowing Gothic-style windows. The central window was 19 feet high and adorned with leather octopus tentacles. Between the windows, shelves were stocked with glassware and flickering candles.
Photo: Sean Twomey/2me Studios
DirecTV Super Saturday Night at Super Bowl XLVI
DirecTV Super Saturday Night at Super Bowl XLVI
According to reps for CL22, the space was meant to recall a "lavish cathedral night club." Seating areas had furniture with titanium tufted leather furniture.
Photo: Sean Twomey/2me Studios
DirecTV Super Saturday Night at Super Bowl XLVI
DirecTV Super Saturday Night at Super Bowl XLVI
Dancers performed on the runways and in giant cages surrounded with steam.
Photo: Sean Twomey/2me Studios
DirecTV Super Saturday Night at Super Bowl XLVI
DirecTV Super Saturday Night at Super Bowl XLVI
Katy Perry performed in a sporty ensemble.
Photo: Sean Twomey/2me Studios
DirecTV Super Saturday Night at Super Bowl XLVI
DirecTV Super Saturday Night at Super Bowl XLVI
Perry's backup dancers stuck with the theme by dressing as cheerleaders.
Photo: Sean Twomey/2me Studios
The 'Rolling Stone' Volkswagen Rock & Roll Fan Tailgate Party at Super Bowl XLVI
The 'Rolling Stone' Volkswagen Rock & Roll Fan Tailgate Party at Super Bowl XLVI
The Roots performed at the tailgate party hosted by Rolling Stone and Volkswagen at the Crane Bay on Sunday. The event drew some 3,000 guests. According to Mastrangelo, "our Sunday tailgate [was] a celebration of the fans."
Photo: Gustavo Caballero/Getty Images
The 'Rolling Stone' Volkswagen Rock & Roll Fan Tailgate Party at Super Bowl XLVI
The 'Rolling Stone' Volkswagen Rock & Roll Fan Tailgate Party at Super Bowl XLVI
Jane's Addiction also performed at the music magazine's tailgate party. The event was a "great choice for anyone wanting to be within walking distance [of the stadium], and for anyone who wanted to just eat some great food and enjoy performances," Mastrangelo said.
Photo: Gustavo Caballero/Getty Images
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