Following a similar format that the sports mag executed in 2008, ESPN the Magazine was again included in this year’s slate of Super Bowl peripheral events, despite many of its competitor’s decisions to sit this year out.
“This event is entirely funded by sponsors,“ said Fred Bucher, vice president of marketing solutions for the magazine, who added the 2009 events had four additional sponsors than last year. “It is because of them that this event is possible. ESPN as a brand, has taken a step back to allow them the most visibility.”
Working with Event Eleven, Miami Marketing Group, and Canadian tenting company Tentnology, the magazine converted a downtown parking lot for both Friday’s Next party and Saturday’s Next Day Tailgate presented by Ford F-150.
On Friday more than 1,300 invited revelers flocked to the Morgan Street locale for the fifth annual party with close to one hundred V.I.P.s coming from an exclusive pre-party aboard the Patrón Tequila Express. The 20,000-square-foot quadraspan tent—rumored to be the only one in the world—boasted two sponsored lounges including the Old Spice Lounge and 800-square-foot Castrol Garage that featured a NHRA dummy car. Each area was complete with its own specialty cocktail, compliments of the weekend’s liquor partner Patrón, and models sporting barley-there branded outfits.
A slightly elevated, four-sided truss bar served as the centerpiece of the tent with each corner flanked by a double-sided projection screen displaying basketball, football, and soccer game footage throughout the evening. DJ Samantha Ronson and special guest DJ and ESPN analyst Marcellus Wiley played back-to-back sets leading up to a surprise performance by Wyclef Jean.
On Saturday, ESPN continued to celebrate with an all-access free event at the same location. Entertainment for the day included a live skydive stunt compliments of Red Bull Energy Drink, and several performances from local talent such as the USF Marching Band and reggae band Impulse followed by headliner Sean Kingston. The AVP Pro Beach Volleyball team also took to the onsite custom-made 65- by 85-foot sand volleyball court for an afternoon game.
Other onsite activities for the nearly 5,000 people at the tailgate included high-tech sport simulators and a Jock Chef segment in which NFL players Reggie Williams and Bobby McCray prepared their favorite dishes from the onsite kitchen furnished by LG.
In addition, ESPN teamed up with Grey Goose for a co-sponsored lounge at Channelside’s Splitsville bowling alley designed by conceptBAIT and serving as the radio broadcast’s home base throughout the weekend along with its main outdoor set location at Cotanchobee Fort Brooke Park.