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 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
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
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
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
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
Guests were treated to late-night pizza deliveries from Pizza Hut.
Photo: Cassidy Sparrow/Getty Images for Maxim
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
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
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
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
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
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
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
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
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
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 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
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 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 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 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’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’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 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 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 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
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
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 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
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
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
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
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
