Super Bowl LIV Preview: What the N.F.L., Maxim, Bud Light, AT&T, Pepsi, ESPN, and Rolling Stone Have Planned

The sports and entertainment world is coming to Miami for the Big Game with concerts, brand activations, and more.

Last year Foo Fighters headlined AT&T TV’s Super Saturday Night. This year, some 8,500 guests will see Lady Gaga.
Last year Foo Fighters headlined AT&T TV’s Super Saturday Night. This year, some 8,500 guests will see Lady Gaga.
Photo: Kevin Mazur/Getty Images for DirecTV

MIAMI/SOUTH FLORIDA—American sports’ biggest night returns on February 2 when the Kansas City Chiefs play the San Francisco 49ers at Hard Rock Stadium in Miami Gardens for Super Bowl LIV. Miami last hosted the game 10 years ago, and now, thanks to a revamped stadium and new venues, the 2020 events lineup is packed.

There’s serious buzz around Maxim, which tapped In The Know Experiences for their Havana Nights-theme all night fete on Saturday. A 40,000-square-foot waterfront venue covers five acres off the Rickenbacker Causeway, complete with a tented main floor, multi-level V.I.P. seating and stage viewing, and private marina. The Chainsmokers, Russ, Megan Thee Stallion, and Lost Kings will perform, and Rick Ross is slated to attend; the event’s partnership with Columbia means three Sony Latin artists will open the night: MYA, Emilia Mernes and Luis Figueroa. Inside, guests will find custom bars by Absolut Elyx and Jaja Tequila as well as food trucks.

Jake Nussbaum, events and brand partnerships manager for In the Know Experiences, said planning began a year ago. “One of the key [event] requirements was a water element to differentiate us from the other events going on,” he explained. “We are bringing in all the power, sound, staging, and lighting.”

Maxim’s inland boat ferry will depart from Bayside to the party site, leaving every 45 minutes and carrying about 100 guests per transport. Some V.I.P. tables include yacht transportation while other high-rollers can buy a yacht flag and have their ride docked. In the Know can also coordinate helicopter arrivals. Nussbaum promised plenty of photo-worthy moments.

Former Super Bowl halftime Lady Gaga headlines AT&T TV’s Super Saturday Night at Meridian, a 65,000-square-foot custom-built multi-level venue at Island Gardens. The event, marking its 10th anniversary, expects to draw 8,500 people. Roger Hyde, ATT&T’s senior vice president of creative services, promised guests “interactive 5G-enabled activations, state-of-the-art lighting effects, and other eye-candy that will make them the envy of their social networks.”

Meanwhile, Bud Light takes over the AmericanAirlines Arena for three music-filled nights. Things start on Thursday with the EA Sports Bowl featuring DJ Khalid, Meek Mill, Da Baby, and Megan Thee Stallion. Saturday night belongs to Guns & Roses and Snoop Dog, and Maroon 5 wraps up the concert series on Saturday. Budweiser is taking over a South Beach hotel and dubbing it BudX; the invite-only events promise performances by Halsey, Diplo, the Black Eyed Peas, and others. BudX will also host a “Masters of the Mic” karaoke competition with Dwyane Wade and a Gillette Barbershop pop-up with famed barbers.

The Miami Super Bowl Committee will be down the street at Downtown Miami’s Bayfront Park for the free, public Super Bowl Live presented by Verizon. A performance by Fitz and the Tantrums on Saturday anchors the weeklong fan fest, which will also include Tailgate Town, a water stunt show, and fireworks. The N.F.L. and host committee’s Super Bowl Opening Night presented by Bolt24 takes place on Monday at Marlins Park. Finally, the Super Bowl Experience presented by Lowe’s at the Miami Beach Convention Center runs from Wednesday through Saturday. The ticketed event promises interactive games like a 40-yard dash and vertical jump against N.F.L. players on LED screens, autograph sessions, photos with the Vince Lombardi Trophy, and more.

Among the activations at the Super Bowl Experience are Procter & Gamble's Fumble Frenzy, which invites attendees to try to recover as many fumbles as possible for the chance to win an $100 Amazon gift card. On hand for the action will be a cheer squad, on-the-ground interviews of players, and play-by-play from celebrity sports announcers Alex Anthony, Ted Sobel, and Paul Olden. P&G is also handing out samples of Old Spice, Gillette, Head & Shoulders, Tide, and Olay. A Pampers Airstream outfitted with nursing and changing stations will be onsite for parents.

After its Atlanta debut last year, Medium Rare returns with Shaquille O'Neal’s “Shaq’s Fun House” at Mana Wynwood on Friday. Part carnival, part food festival, and part concert, the event covers 175,000 square feet, packing in a star-studded line-up that includes Pitbull, Diddy, Tiesto, Diplo, Carnage, and DaBaby. Medium Rare also is producing “Gronk Beach,” former New England Patriots star Rob Gronkowski’s beachside jubilee featuring Diplo, Kaskade, Rick Ross, Flo Rida, and Carnage at the North Beach Bandshell and Beach on Saturday. Monster Energy is Gronk Beach’s presenting sponsor.

“Bringing these two iconic personalities to life in the form of unique interactive experiences is so much fun and something that has been lacking at past Super Bowls,” says Joe Silberzweig and Adam Richman, co-founders of Medium Rare. The twosome tapped Wynn Nightlife to curate both V.I.P. section experiences.

At Fontainebleau Miami Beach hotel, the Undisputed Group is masterminding Sports Illustrated’s annual “The Party,” headlining with the Black Eyed Peas, Marshmallow, and Da Baby for their Saturday event. Casamigos is the official partner while StubHub, Reign Total Body Fuel, and Dewar’s Scotch Whisky are also sponsoring. “The indoor/outdoor space complemented our modern lounge, yet 90s throwback vibe we’re looking to create,” says Mike Heller, C.E.O. of Talent Resources. “Each guest will feel like they are in an intimate V.I.P. space even while celebrating among 1,000 fans.”

Also on the beach, Pepsi and ESPN’s takeover of the Clevelander South Beach includes Pepsi Neon Beach and live broadcasts of Pardon the Interruption and First Take. The four-day affair begins Thursday with the Rookie of the Year Party and concludes on Sunday with a Pepsi-backed watch party. Expect appearances by Adriana Lima, Victor Cruz, Lil Jon, DJ Envy, Fat Joe, Dan and Papi Le Batard, and more.

Rolling Stone rolls into the SLS South Beach with its signature soiree on Saturday, presenting performances by Ciara, DJ Khaled & Friends, and Paris Hilton with DJ Vice. The 2020 edition marks the party’s 10th incarnation and a new partnership with Can-Am On-Road. Guests can view Can-Am ‘s newest Spyder and Ryker three-wheel vehicles.

Vewtopia, a two-night concert series headlined by Cardi B at Marlins Park on Friday and Saturday, joined SuperFest Miami Live, a weeklong festival put on by the City of Miami Gardens and within walking distance to Hard Rock Stadium.

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