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LOS ANGELES—Super Bowl weekend just may have proved that live events are back—and that they're going big. Super Bowl LVI took place in South LA's new SoFi Stadium on Feb. 13, when the Los Angeles Rams defeated the Cincinnati Bengals and a lineup of iconic rap artists grabbed headlines with the first all-hip-hop halftime show.
But as usual, the excitement wasn't limited to the game itself. Brands and celebrities seized the opportunity to activate and celebrate for the entire weekend, taking over a variety of local venues for memorable stunts, football-themed activations, star-studded concerts and blowout bashes.
Scroll down for a look at how brands like ESPN, Sports Illustrated, FOX, Smirnoff, Maxim, Bud Light, REVOLVE, Gillette, Hyundai, Rolling Stone and many more celebrated in Los Angeles this year.