BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Super Bowl LIV: 17 of Miami's Most Inspiring Activations, Concerts, and Events

From Bud Light and Bacardi to Levi's, DirecTV, and more, notable brands (and plenty of celebrities) took over Miami for Super Bowl LIV, hosting innovative activations, experiential lounges, and concerts in the Magic City.

Liana Lozada
February 6, 2020

MIAMI/SOUTH FLORIDA—The Kansas City Chiefs defeated the San Francisco 49ers 31-20 on Sunday, February 2, to win Super Bowl LIV at Hard Rock Stadium in Miami Gardens. The victory ended the franchise’s 50-year championship drought. A culturally significant halftime show featuring Latina superstars Jennifer Lopez and Shakira met mostly rave reviews—albeit some controversy from those who found it too risqué for younger audiences or dismissive of the N.F.L.’s past conflicts with race and open protests. According to the Associated Press, the big game’s attendance was 62,417. But despite it being the second-lowest attendance total since Super Bowl I, it was the 10th most-watched Super Bowl in history, according to Fox, with a total of 102 million viewers—more than making up for last year's event, which barely broke 100 million.

Miami became an event planner's playground, with an onslaught of events taking place throughout the region. Though South Florida’s unpredictable weather did not always hold up, which caused some performance cancellations (Harry Styles at Planet Pepsi Zero Sugar party and rained-out stages and rides at Shaq’s Fun House), that didn't stop partygoers and tailgaters from hopping from one experiential event to the next over-the-top concert, and so on. Here’s a look at how the football fandom took over South Florida.

Bacardí LIV 305 Bash
Bacardí LIV 305 Bash
Bacardí Rum took over Kimpton Surfcomber Hotel on February 1 with a tropics-touched Bacardi LIV 305 day party produced by Team Enterprises. The event featured three regional bar pop-ups. Biz Markie and DJ Irie anchored performances.
Photo: Alexander Tamargo/Getty Images for Bacardi
Bacardí LIV 305 Bash
Bacardí LIV 305 Bash
Grey Goose featured a “Live Victoriously” branded wall equipped with craft cocktails on tap. Sips were supported by the Bacardí Limited Portfolio.
Photo: Alexander Tamargo/Getty Images for Bacardi
DirecTV NFL Sunday Ticket Lounge
DirecTV NFL Sunday Ticket Lounge
Dallas Cowboys linebacker Jaylon Smith posed in front of one of several #NFLSundayTicket photo ops designed for social media sharing and engagement.
Photo: Peter Barreras/AP Images for DirecTV
DirecTV N.F.L. Sunday Ticket Lounge
DirecTV N.F.L. Sunday Ticket Lounge
1111 Lincoln Road Garage was a football hub thanks to activations like the DirecTV N.F.L. Sunday Ticket Lounge, produced by Best Events. The four-day activation hosted programming, broadcast viewings, and events for subscribers and other guests.
Photo: Peter Barreras/AP Images for DirecTV
Maxim Big Game Experience
Maxim Big Game Experience
The Maxim Big Game Experience hosted a Havana-inspired fete within a 40,000-square-foot waterfront venue created by In the Know Experiences and in collaboration with Columbia Records. The 6,000-person party featured a private marina, A-list performances, and a fireworks show.
Photo: Jen J Photos For Maxim
Maxim Big Game Experience
Maxim Big Game Experience
Guests were treated to late-night pizza deliveries from Pizza Hut.
Photo: Cassidy Sparrow/Getty Images for Maxim
Maxim Big Game Experience
Maxim Big Game Experience
The Maxim Big Game Experience sponsors dotted activations throughout the tented and outdoor space, including Cantu Beauty, which created a Caribbean-inspired swing-seat lounge area and photo op.
Photo: Cassidy Sparrow/Getty Images for Maxim
N.F.L.'s Super Bowl LIV Experience
N.F.L.'s Super Bowl LIV Experience
Also at the Super Bowl LIV Experience was P&G Fumble Frenzy, a six-player, supersized game where each player represented a P&G brand. Scores were broadcast on an overhead screen.
Photo: Courtesy of Allied Experiential
NFL’s Super Bowl LIV Experience
NFL’s Super Bowl LIV Experience
Apparel brands ’47 and Zubaz collaborated for an interactive retail activation within the N.F.L.’s Super Bowl LIV Experience at the Miami Beach Convention Center. Guests could customize pieces, shop limited-edition apparel, and meet and greet N.F.L. legend Dan Marino.
Photo: Courtesy of NFL
Shaq's Fun House
Shaq's Fun House
Shaquille O'Neal made an appearance at his marquee party, Shaq’s Funhouse, at Mana Wynwood. Prior to the event, the N.B.A. legend announced that event proceeds would benefit the Kobe and Vanessa Bryant Foundation following the helicopter crash that killed Kobe Bryant, his daughter Gianna, and seven others.
Photo: Julian Cassady Photography
Shaq's Fun House
Shaq's Fun House
Part carnival, part food festival, and part concert, Shaq’s Fun House covered 175,000 square feet and included branded bars such as a Courvoisier cabaret-theme spot.
Photo: Julian Cassady Photography
Shaq's Fun House
Shaq's Fun House
Miami native and global superstar Pitbull performed inside Shaq’s Fun House. Medium Rare produced the event.
Photo: Julian Cassady Photography
AT&T TV Super Saturday Night
AT&T TV Super Saturday Night
Lady Gaga headlined a sold out AT&T TV Super Saturday Night. The event celebrated its 10th anniversary at Meridian, a 65,000-square-foot custom-built multi-level concert venue at Island Gardens.
Photo: Kevin Mazur/Getty Images for AT&T
AT&T TV Super Saturday Night
AT&T TV Super Saturday Night
Super Saturday Night was livestreamed on Twitter to over 1.39 million viewers and became a trending topic on Twitter. For every #SuperSaturdayNight hashtag posted on Twitter, AT&T TV donated $1 (up to $250,000) to the Born This Way Foundation.
Photo: John Parra/Getty Images for AT&T
AT&T TV Super Saturday Night
AT&T TV Super Saturday Night
The AR-powered AT&T 5G Air Graffiti Drawing on Kindness let fans spread kindness through hand-drawn images and messages. It marked the first 5G backed art creation.
Photo: Cindy Ord/Getty Images for AT&T
AT&T TV Super Saturday Night
AT&T TV Super Saturday Night
Fans posed for a photo under Lady Gaga's famed "Little Monsters" paw at AT&T TV Super Saturday Night.
Photo: Dimitrios Kambouris/Getty Images for AT&T
SuperFest Miami Live
SuperFest Miami Live
SuperFest Miami Live partnered with Vewtopia—backed by entertainment company Vew Live—to present two nights of concerts at Marlins Park. Performers included Cardi B, Migos, DaBaby, and Chris Brown.
Photo: Keijon Milliard
SuperFest Miami Live
SuperFest Miami Live
The event included a free fan village that offered food, music, and family-friendly carnival games and concerts from January 24 to February 2. Ted Lucas was executive producer.
Photo: Keijon Milliard
The Players Tailgate
The Players Tailgate
The Players Tailgate partnered with Bullseye Event Group to transform Hard Rock Stadium into an interactive, food-filled pre-game entertainment outpost on Super Bowl Sunday. The buildout covered 2.5 acres just outside the stadium’s security perimeter. Proceeds went to the N.F.L. Alumni Association and the Irie Foundation.
Photo: John Parra/Getty Images for Bullseye Event Group
The Players Tailgate
The Players Tailgate
The Players Tailgate guests tested out their skills at the #AcuraTailgate game space.
Photo: Alexander Tamargo/Getty Images for Bullseye Event Group
The Players Tailgate
The Players Tailgate
The Players Tailgate host Guy Fieri passed out food from one of the event’s food trucks. The tailgate featured fellow chefs Aaron May, Todd English, Antonia Lofaso, Ken Oringer, Jamie Bissonnette, Richard Hales, and Scot Craig.
Photo: Jeff Lewis/AP Images for The Players Tailgate
Twitter Lounge
Twitter Lounge
Twitter’s lounge inside Radio Row within the N.F.L.’s Super Bowl LIV Experience at the Miami Beach Convention Center featured a multi-screen Tweet wall displaying real-time data, stats, and conversations. Twitter partnered with the N.F.L.'s @thecheckdown to produce customized content with players, celebrities, and talent.
Photo: Courtesy of Twitter
Twitter Lounge
Twitter Lounge
Twitter’s lounge inside Radio Row housed phone chargers, free Wi-Fi, snacks, and an upstairs relaxation space. Social sharing was encouraged through the hashtag #NFLTwitter.
Photo: Courtesy of Twitter
Stella Artois Port de Stella
Stella Artois Port de Stella
Stella Artois Port de Stella transformed The Wharf Miami along the Miami River into a three-day, nautically inspired pop-up experience. The event, executed by Mosaic, featured shops, Stella-branded bars, international restaurant experiences curated by The Infatuation, and celebrity and DJ appearances.
Photo: Courtesy of Stella Artois
Stella Artois Port de Stella
Stella Artois Port de Stella
Stella Artois Port de Stella also featured free joy rides and South Beach transports aboard a 55-foot Van-Dutch Stella-branded yacht. Onboard, passengers sipped beer, cocktails, and Stella’s new Spritzer.
Photo: Courtesy of Stella Artois
Visa Super Bowl LIV Pop-Up
Visa Super Bowl LIV Pop-Up
Visa celebrated Super Bowl LIV with two experiential activations designed and produced by Shiraz Creative. Visa’s top clients and consumers were welcomed with two off-site receptions at El Tucan showcasing Miami fashion and lifestyle.
Photo: Jesus Aranguren
Visa Super Bowl LIV Pop-Up
Visa Super Bowl LIV Pop-Up
Shiraz gave Visa’s clients the V.I.P. treatment inside the penthouse of the Faena Hotel on South Beach with luxe activations. Additionally for Visa’s consumers, Shiraz immersed guests in a tropical-inspired tailgating experience with a hospitality lounge at the Shore Club.
Photo: Jesus Aranguren
Bud Light Super Bowl Music Fest
Bud Light Super Bowl Music Fest
After debuting in Atlanta, the Bud Light Super Bowl Music Festival and EA Sports Bowl entered their second year in Miami with three nights of concerts at the AmericanAirlines Arena. The concert series is executive-produced by On Location Experiences and Synergy Productions, with production support from Live Nation Urban.
Photo: Kevin Winter/Getty Images for EA Sports Bowl at Bud Light Super Bowl Music Fest
Bud Light Super Bowl Music Fest
Bud Light Super Bowl Music Fest
Bud Light Super Bowl Music Fest headliners included Snoop Dogg, Maroon 5, Guns N’ Roses, Dan & Shay, DJ Khaled, Megan Thee Stallion, and DaBaby. The Bud Light Super Bowl Music Fest also aired on Fox.
Photo: Frazer Harrison/Getty Images for EA Sports Bowl at Bud Light Super Bowl Music Fest
Big Game Big Give
Big Game Big Give
The annual Big Game Big Give by the Giving Back Fund took place at a private mansion on Star Island in Miami Beach, and was co-hosted by director Michael Bay and actors Bryan Cranston, Aaron Paul, and Jamie Foxx. The event raised money for philanthropic efforts like Sylvester Comprehensive Cancer Center and was produced by Agency 21 Consulting.
Photo: Bobby Metelus/Getty Images for Giving Back Fund
Off The Field Players’ Wives Association Fashion Show
Off The Field Players’ Wives Association Fashion Show
The Off The Field Players’ Wives Association’s staged the 19th annual fashion show hosted by the Miami Design District and produced by Pete Diaz Productions. The daytime event featured several N.F.L. wives alongside current and former players walking the runway in ensembles curated from the District's shops. Show proceeds benefited Reach Higher, Michelle Obama’s continued education initiative.
Photo: Joe Schildhorn/BFA.com
Culinary Kickoff
Culinary Kickoff
The 6th annual Culinary Kickoff brought food by all-star chefs like Charlie Palmer with Michael Wina, and sips from event sponsor Intercept Wines and Daer Dayclub & Nightclub at the Seminole Hard Rock Hotel & Casino. The poolside soiree was also backed by Levi’s and curated by the Delisle Group. Proceeds benefited the Culinary Institute of America and the Irie Foundation.
Photo: Dia Dipasupil/Getty Images for #CulinaryKickoff
Levi’s Haus Miami Pop-Up
Levi’s Haus Miami Pop-Up
On Wednesday, January 29, Levi’s launched XX Chino with a live performance by Khalid at the Levi’s Haus Miami pop-up in Wynwood. The 43,000-square-foot build-out is an indoor-outdoor retail space made up of twelve shipping containers. It was originally introduced during Art Basel week.
Photo: ShutterStock
Latest in Experiential Marketing, Activations & Sponsorships
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Related Stories
NFL All Day's Helmet Throne Photo Op
Experiential Marketing, Activations & Sponsorships
Super Bowl LVI: 38 Event Highlights From the Biggest Parties and Brand Activations
Anheuser-Busch, Movement by Michelob ULTRA
Brands & Event Pros
Most Innovative Brands in Events 2020: Anheuser-Busch
The NFL worked with each of the clubs, such as the Cincinnati Bengals, to identify fans to include during the Thursday and Friday night broadcasts via video conference calls.
Programming & Entertainment
How Football Fans Became the ‘Centerpiece’ of the NFL’s Virtual Draft
Jennifer Lopez and Shakira are the first Latinas to ever headline a Super Bowl halftime show.
Programming & Entertainment
Rating Super Bowl LIV Halftime Show: Event Producers Give Jennifer Lopez and Shakira a B+
More in Experiential Marketing, Activations & Sponsorships
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
LinkedIn, Spotify, Canva, Pinterest, Meta, and dozens of other top brands showed up in a big way at the world’s most creative week. Take a look inside their splashy activations.
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The popular game has been turned into an interactive in-person experience that just opened in Canada.
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Here’s a look at some steal-worthy ideas we spotted in June 2025.
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.
It included an iconic cassette tape photo backdrop.
Most Popular
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Sports
Fanatics Fest 2025: This Mega Celebration of Sports Fandom Returned For a Bigger, Bolder Second Year
Industry Insiders
Inside the Build: How Bellagio Fountain Club Delivers F1® Weekend’s Most Luxurious Hospitality Experience
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Experiential Marketing, Activations & Sponsorships
Summer Lovin': See How These Brands Celebrated Romance
From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.
Them x Destination DC's WorldPride DC Kick Off Event
Experiential Marketing, Activations & Sponsorships
Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up
Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.
Washington, D.C., is hosting this year’s WorldPride celebration.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More
Here’s a look at some steal-worthy ideas we spotted in May 2025.
Max's 'Mothers of Max' Art Installation
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.
2025 Industry Innovators Article Image Experiential2 B
Experiential Marketing, Activations & Sponsorships
See How Keebler (And Its Elves) Created Some Experiential Marketing Magic
The brand brought its Hollow Tree to life with creative pop-up experiences in three major cities.
Keebler brought its iconic Hollow Tree to life through pop-up experiences in New York, Chicago, and Cincinnati.
Experiential Marketing, Activations & Sponsorships
Netflix Rebuilds a Bookstore for 'YOU' Fan Experience—See Inside Joe Goldberg's Twisted Reality
The streaming service tapped longtime agency partner Invisible North to transform a blank-canvas venue in New York into Mooney’s Bookstore—creepy cage and all.
The YOU event took place April 22 and 23 in a completely transformed, 5,000-square-foot space located at 489 Broome St., just ahead of the release of season five, the final season of the beloved show.
Page 1 of 135
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.