Super Bowl LIX: 75+ Standout Moments From the Week's Top Events and Brand Activations

The NFL took over the Ernest N. Morial Convention Center Feb. 5-8 for the Super Bowl Experience, presented by Panini. The fan event featured interactive games, star player autographs, photos with the Super Bowl rings and the Vince Lombardi Trophy, and exclusive merchandise from the NFL Shop presented by Visa.

Fans could purchase official Super Bowl merch at Nike's eye-catching retail pop-up inside the Super Bowl Experience, a collaboration with Fanatics and Brand Activation Services.

Lowe’s, the official home improvement partner of the NFL, hosted a six-zoned booth that included the "Home Team Toss," where fans tried to throw a football through the O of a large display.

Wilson's activation displayed historic footballs from Super Bowls; fans could also purchase special LIX footballs (pictured).

In addition to its role as presenting sponsor of the NFL Shop at the Super Bowl Experience, Visa activated with a space inspired by the vibrant spirit of New Orleans and the four "downs" of football. Designed by 160over90, the “4 to Score Zone” featured an interactive Mardi Gras-themed photo op, a locker room setup for fans to "put their game face on" with eye black and temporary tattoos, surprise giveaways, and appearances by Fred Warner and Justin Jefferson.

Also at the Super Bowl Experience, 160over90 produced the USAA Salute to Service Lounge for the 14th year, bringing military service members, veterans, and their families face to face with top-tier NFL talent like Rob Gronkowski, Justin Jefferson, Jayden Daniels, and Drake Maye. Fans could meet their favorite NFL stars, participate in photo and autograph moments, and play Madden 25 on custom USAA gaming stations.

On game day, from the moment Super Bowl attendees walked through the gates at Caesars Superdome, they were immersed in a world of entertainment paying homage to the city of New Orleans. Performers from Artists Creating Entertainment—hired by 1TeamEventManagement—filled the spaces with spectacle, color, and energy. ACE matched costumes with the NFL logo as well as the stadium's various gate colors, adding a fun wayfinding element.

Other ACE performers included sky drummers with custom logos, “gate girls” dressed as Southern bells on ladders, two "living art" frames, and more.

One of the week's most anticipated events was Shaq’s Fun House, held at Mardi Gras World and produced by Medium Rare. The NBA legend and LSU alum was ushered in with full fanfare alongside the "Shaq-A-Licious Brass Band" (a team of local musicians); he played games with hundreds of guests in the carnival midway before taking the stage to DJ.

Shaq’s Fun House also included live performances from John Summit, Ludacris, and Myles O'Neal.

In addition to carnival-themed games and performers, a number of sponsors like Anheuser-Busch, Verizon, Pepsi, and Häagen-Dazs tied into the theme with fun activations. Cruise line Carnival hosted an oversize carnival ride and a dedicated food pop-up serving classic carnival treats like candy apples and popcorn. Beatbox also hosted a carnival ride and a dedicated bar, while Carvana hosted a custom-branded basketball court.

Papa Johns served free pizza to Fun House guests all night long, and created a custom-built photo experience.

On Feb. 7, Uber hosted The One Party by Uber, designed and produced by David Stark Design & Production. The Uber One member-only event featured a performance by Travis Scott with special guest Ice Spice, a DJ set by Saint Heron-Solange Knowles and DJ Auntie Spice, and a drum line from Tulane University.

Uber One members celebrated the evening alongside A-list athletes and celebs—along with a giant gold football that served as a bar centerpiece.

The Uber One logo also formed an eye-catching chandelier over the crowd.

The night before the Super Bowl, A-list celebrities and sports stars gathered at SIThe Party at Mardi Gras World, which featured a back-to-back DJ set by Dom Dolla and Diplo. The event was produced by Medium Rare.

The event featured a variety of standout sponsor activations, including a custom Pepsi bar featuring cocktails and mocktails inspired by the brand’s most popular flavors, along with beverages from Celsius, Anheuser-Busch, and Saint James Iced Tea (pictured). Verizon, the party’s exclusive wireless and cellular parter, hosted content capture zones and charging stations, while U.S. Polo Assn. outfitted staffers in co-branded, premium apparel.

In a fun activation from True Religion Brand Jeans, fans who made two out of four football tosses won True Religion swag.

STORZ & BICKEL made a splash as the first cannabis brand to host an on-site consumption event at the Super Bowl, bringing the VOLCANO Bar to the Sports Illustrated party. Guests enjoyed smoke-free sessions with a dry herb vaporizer alongside CEO Jürgen Bickel and retired NFL superstar "Pacman" Jones.

Guy Fieri hosted the third annual Guy Fieri’s Flavortown Tailgate, drawing a whopping 20,000 fans to Mardi Gras World. Fieri himself made his grand entrance on a Mardi Gras float, before Diplo and Flavor Flav performed. Eli Manning (pictured) also stopped by, grabbing a bite at the on-site King's Hawaiian sponsor activation. The event was produced by Medium Rare.

Another sponsor, Crock-Pot, introduced its own Big Game Sunday Celebrity Cook Off, where football legends served their tailgate dishes to a panel of judges. The brand also hosted a tailgate experience, where they handed out two custom tailgate dishes for free.

As one of Guy’s Flavortown Tailgate headline partners, Carnival created an eye-catching food promenade with three exclusive offerings that gave guests a taste of Celebration Key, Carnival’s new destination in Grand Bahama. Fieri and Carnival also hosted a main-stage salute to members of the military, and gave away a free cruise to 10 veterans.

GNC's activation featured a smoothie experience where attendees could taste the flavors of vanilla and chocolate whey protein before making their way over to dive into a football catch photo moment.

Other on-site activations came from Anheuser-Busch, TickPick, Sabra, Verizon, Hellmann’s, Natalie’s Juice, Flavortown Cookware and Kitchen Essentials, Flavortown Sauce, and Santo Tequila.

Gallery Media Group (GMG) popped up during Super Bowl weekend with presenting sponsors Ulta Beauty and Zapp’s. Hosted by Chanen Johnson, wife of NFL New Orleans Saints star Juwan Johnson, “For The W" was an exclusive event designed to celebrate the women who make every weekend memorable: wives, girlfriends, moms, sisters, and daughters.

Attendees visited Ulta Beauty’s Beauty Bar to elevate their look with top hairstylists and makeup artists, and visited a dedicated snack station featuring local brand Zapp’s signature chips. Music by The Young PinStripe Brass Band provided an upbeat vibe, while guests could partake in fun product giveaways and capture memories with unique photo moments. Fun props—like floral-covered football helmets—added to the gathering's feminine vibe.

Fast-casual chain Raising Cane’s—known for its chicken fingers—hosted celebrity guests in New Orleans at "Maison Raising Cane’s," a complete takeover of Maison Métier at 546 Carondelet St. The founder of the Louisiana-based brand, Todd Graves, invited celebrities like Orlando Bloom, Saweetie, Cynthia Erivo, Chance the Rapper, and more to stay with him at the hotel and watch the game from his suite.

The over-the-top hotel takeover included a redesign of guest rooms, the hotel’s dining area, and the lounge, plus exclusive gifting including a custom jacket station, PJs, limited-edition hats, T-shirts, and more.

Kaytranada and Anderson .Paak performed at the One Love Lounge while sipping custom Cane’s cocktails in the evenings leading up to the big game. Guests also enjoyed curated meals with custom menus.

Pepsi hosted its first "Pepsi Challenge" more than 50 years ago—and now, the brand is bringing back the campaign to put Pepsi Zero Sugar to the test. It kicked off during Super Bowl weekend in the “Chips and Sips Quarter” in New Orleans, where fans blindly sampled Pepsi Zero Sugar and Coke Zero Sugar.

The event offered surprise-and-delight moments and prizes, which were triggered when challengers selected Pepsi Zero Sugar.

Starting in early spring, The Pepsi Challenge will travel from coast to coast, stopping at cities across the United States, including Las Vegas, San Francisco, Los Angeles, Phoenix, Houston, Dallas, Tampa, Miami, Orlando, Indianapolis, Baltimore, New York City, and more.

House of Verizon brought together music, tech, fashion, football, food, and more at Fulton Alley in New Orleans. Created and produced by 160over90, the weeklong experience was available to Verizon customers. On Feb. 8, Verizon partnered with Tao to host The Big Speakeasy, which featured performances by Doechii and T-Pain. Producer Jermaine Dupri also performed with a special appearance by Juvenile, along with a surprise performance from Janelle Monáe.

Other events included an exclusive fashion show from RHUDE’s Rhuigi Villaseñor, a vintage NFL apparel marketplace, a showcase of Kristin Kristin Juszczyk’s Off Season line, culinary demos, and multiple late-night parties.

Verizon also hosted its inaugural FanFest this year, with sold-out events bringing the excitement of Super Bowl Sunday to 30 NFL markets across the country. Fans in select cities (like Kansas City, Mo., pictured) gained exclusive access to stadiums and venues, where they snapped selfies from the 50-yard line, toured locker rooms, enjoyed local cuisine, and met NFL legends Tiki Barber and Marshall Faulk. See more: Why Verizon Will Be Hosting a Nationwide Super Bowl Party This Year

The FanDuel Super Bowl Party Powered by Spotify took place on Feb. 7. Megan Thee Stallion opened the show, followed by performances from blink-182 and DJ Pee .wee (aka Anderson .Paak).

AUX—Spotify’s in-house music agency—produced the event for the second year in a row. Design highlights included a logo display made from footballs.

The party also had a "Victory Gear" section with merchandise.

The annual Marriott Bonvoy House Presented by Visa party returned at the House of Blues Restaurant & Bar. Produced by 160over90 for the sixth year, guests celebrated the soul of New Orleans with whiskey tastings, local cuisine, meet and greets with San Francisco 49ers stars Deebo Samuel Sr. and Kyle Juszczyk, and a live performance from Fitz and the Tantrums.

The Dozen, Barstool Sports' signature trivia show, kicked off its 2025 season with a live event at The Fillmore New Orleans on Feb. 4. The show, which sold more than 200 tickets, featured Barstool employees competing in a battle of knowledge and wits. Matches throughout the season air on BarstoolSports.com, culminating in a live show season finale. Set fabrication was handled by Street Factory Media.

Barstool Sports' content house, which also had fabrication by Street Factory Media, featured an outdoor set that served as the backdrop for regularly scheduled programming, including Mostly Sports, The Yak, and The Rundown. All shows were streamed live on BarstoolSports.com.

Barstool Live, hosted by Dave Portnoy, Dan Katz, and Jon Gruden, was broadcast live from The Frat House bar on Bourbon Street during the week. The show aired in real time on BarstoolSports.com, and welcomed special guests such as Matt Patricia, Greg Olsen, Sean Payton, and Gillie Da Kid.

Finally, Barstool Sports' regularly scheduled podcasts and interviews were recorded in hotel suites that had transformed into custom podcast studios. The custom-designed spaces made sure the flavor of NOLA was captured through set fabrication by Street Factory Media and Synergy Design Group.

The fourth annual A Night of Pride with GLAAD, presented by Smirnoff, took place on Feb. 7. The evening spotlighted the NFL's commitment to the LGBTQ community; it was headlined by global superstar Big Freedia and featured a special live performance by Grammy-nominated musical group Tank and the Bangas.

The event was hosted by NFL brand ambassador Ryan Mitchell—and in a fun touch, decor included a mirrored, branded football helmet and decorative, sparkling footballs.

Reese's popped up in New Orleans with a "voice-activated volcano," nodding to its Super Bowl ad. Consumers could yell "It's lava time, baby!" to receive a free Chocolate Lava Big Cup. NFL stars Kirk Cousins, Keon Coleman, Fred Warner, Xavier Legette, Jaxon Smith-Njigba, and Jahmyr Gibbs promoted the machine on their social media.

Captain Morgan made its mark in New Orleans, transforming Bourbon Street into Rum Street for a weekend of surprises, parties, and more. Fans in the Big Easy were invited to “Follow the Captain” through the French Quarter, scanning QR codes on cups, coasters, and signs to score their first cocktail on Captain, unlock exclusive merch, and even land a golden ticket to the weekend’s hottest party. Rum Street was brought to life by NVE Experience Agency.

The grand finale, Captain Morgan’s exclusive Rum Street HQ Party, featured a performance by T-Pain that brought the spirit of the French Quarter to life. Produced by Audacy, the event generated record-breaking PR wins led by TAYLOR—Captain Morgan’s Rum Street activation pulled in over 7.6B+ impressions.

On Feb. 8, NYLON and Estée Lauder hosted an intimate dinner with Kristin Juszczyk in honor of Super Bowl weekend and an upcoming launch from Estée Lauder. Designed to recognize the growing presence of women on and off the field, the event spotlighted Estée Lauder's "Game Day, Your Way" initiative, which celebrates diversity among sports fans. The dinner's decor included a subtle football field-inspired decal on the mirrored wall.

Female-founded company Stacy's Pita Chips was on site, serving an appetizer of crabmeat and Cajun caviar balanced atop one of their Simply Naked baked pita chips.

Smirnoff's The Longest Tailgate, which featured a performance by Flo Rida, allowed fans to celebrate all day with a 60-foot-long truck loaded with ice-cold Smirnoff cocktails and grilling stations. The event was hosted by NFL players Vernon Davis, Warrick Dunn, and Chris Long.

Chef David Rose cooked up flavorful NOLA-style jambalaya at the tailgate party.

The iconic Budweiser Clydesdales made beer deliveries in New Orleans Feb. 5-7 to bring the brand's latest Super Bowl ad to life. Timed to celebrate the end of the workday, the Clydesdale beer deliveries were given to fans 21 and up at participating bars in various neighborhoods.

For Crown Royal, marketing collective Brand New created a New Orleans-inspired footprint that aimed to blend the uniqueness of NOLA with the spirit of the entire Crown Royal portfolio. The space included a custom Deluxe Dive Bar, cocktails and local bites from the Royal Street food hall, and multiple general store pop-ups selling merch.

A highlight was the Crown Royal Big Rig at center stage, where hundreds of guests enjoyed always-on live music.

On Feb. 8, Complex brought its recently acquired Family Style Food Festival—known for its curated lineup of top chefs, restaurants, brands, and entertainment—to NOLA. Guests were treated to live musical performances from Don Toliver, Mannie Fresh, and Sango and DJ Towfu. Travis Scott, who was the 2024 ComplexCon artistic director and headliner, made a surprise appearance, too.

More than 10,000 guests stopped by New Orleans' StudioBE for the event, which also featured a live recording of Complex’s Sneakers Show podcast, immersive art installations, and curated food vendors.

A highlight of Complex's festival was a historic $1 million jackpot from online gaming company Monkey Tilt, where fans had a chance to “crack the safe” for a life-changing prize. Fans interacted with the Tilt Truck (pictured), a custom-designed gaming truck by West Coast Customs. Monkey Tilt also unveiled its Bricks & Wood streetwear capsule collection, which was available during the event and shoppable on Complex Shop while supplies lasted.

With the help of 160over90, DraftKings hosted VIPs and industry execs over three days of programming, highlighted by a "Homecoming" bash with co-host h.wood featuring The Chainsmokers and Nelly.

The star-studded event was held at New Orleans' iconic Brennan’s Restaurant, and had a guest list that included Shannon Sharpe, Druski, Dave Portnoy, Brianna LaPaglia, Josh Richards, Zane Lowe, and Keegan-Michael Key.

In a convergence of New Orleans culture and football fandom, LSU hosted the Geaux Zone, an experiential pop-up shop and brand engagement event to connect fans and visitors to the state’s flagship university and its football legacy. The event took place just 1 mile from the French Quarter and a half mile from the Caesars Superdome. The Geaux Zone, produced in conjunction with CLC and Turnkey, featured a curated collection of merchandise, as well as a product “Custom Zone” for fans to personalize their gear.

Fans also enjoyed free food and beverages from Beignet Box and Lucky Dogs, as well as music, an appearance by mascot Mike the Tiger, and special appearances from former LSU athletes: Tyrann Mathieu, Clyde Edwards-Helaire, Brian Thomas Jr., and a selection of current football players.

On Feb. 6, NFL wide receiver Odell Beckham Jr. celebrated the New Orleans debut of FRI&NDS (pronounced “And Friends”), his new platform rooted in culture, content, and live events. Paying homage to the spirit of New Orleans and its founder’s connection to the city, FRI&NDS by Odell Beckham Jr. hosted a celebration at Merchant House, presented By Cash App. It kicked off with a 100-person performance from St. Augustine Marching Band, which shut down Magazine Street, and also featured a star-studded lineup of performances from Luka Sabbat, BigXthaPlug, and The Soul Rebels. (Guests were also treated to impromptu appearances from Chance the Rapper and Shaboozey.)

Beyond the stage, an expansive lineup of programming aimed to capture the essence of New Orleans through activations like local street performers, a portrait studio, typewriter poets, fortunetellers, living statues, acrobats, slices from St. Pizza, and more. All art featured at the event was curated in partnership with New Orleans artist Brandan “BMike” Odums and StudioBE. BMike also auctioned a one-of-a-kind collaborative piece created with Odell, with proceeds supporting his foundation, Eternal Seeds.

On Feb. 6, SiriusXM and Pandora kicked off the weekend with an exclusive concert headlined by Chris Stapleton at The Fillmore. Local SiriusXM subscribers and Pandora listeners were invited to watch in person, while fans at home could listen to the performance in its entirety via the Chris Stapleton Radio channels on SiriusXM and Pandora. The event also included a number of sponsorship activations created by NVE Experience Agency, which included a western-inspired general store from Fritos.

Glad surprised and delighted fans with a New Orleans 2nd line performance, celebrating the rich culture of Mardis Gras. Other activations included beignets and coffee from High 5 Casino, lounges from Lowes, preferred seating from Hilton, and monogrammed luggage tags from LinkedIn.

White Claw hosted the lobby bar and provided drink tickets to all general admission guests. Mint Mobile, Paramount+, Rosetta Stone, and USAA also activated at the event.

Following the success of its popular licensed collection with the NFL, Abercrombie & Fitch announced “The Abercrombie House”, an exclusive one-day retail experience in New Orleans on Feb. 8. Fans could shop merchandise for Super Bowl LIX, apparel for the final two teams and the New Orleans Saints, and bestsellers from the Abercrombie mainline collection, including trending denim and outerwear.

Visitors were also invited to personalize items at a custom embroidery station, and had the opportunity for a meet and greet with NFL stars Nick Chubb, Fred Warner, and Drake Maye.

Ahead of his performance of “America the Beautiful” at the Big Game, Trombone Shorty got the party started with sports betting company BetMGM, performing to a packed house of VIPs at the BetMGM Big Game Bash, held at Toulouse Theatre in the heart of the French Quarter. The Big Game Bash is an annual event exclusively curated for BetMGM players.

Jason Kelce, Super Bowl champion and host of the Wondery podcast New Heights, hosted the Wondery x New Heights House Party on Feb. 5. VIP guests like Flavor Flav (pictured) posed on a carpet styled after a football field.

There was also a Reese's-sponsored "Touchdown Toss" game.

The Sports Power Brunch, an annual event that takes place during Super Bowl week, descended on New Orleans to serve up inspiration and innovation from some of the top women in sports today. This year's honorees at the brunch included the New Orleans Pelicans' Swin Cash, Delta Air Lines' Alicia Tillman, National Women's Soccer League champ Ali Krieger, the NFL's Dawn Aponte, and the HBCU Athletic Conference's Dr. Kiki Baker Barnes. The event is produced by powerhouse PR and sports executive LaTonya Story, who first brought the brunch to life in Atlanta in 2019.

For the 2025 iteration, the brunch welcomed over 400 attendees to Four Seasons Hotel New Orleans. Notable sponsors with on-site activations included ESPN Films, Porsche, Lululemon, and Jim Beam. Story tapped Cornelius Humphries of The Shaunta Brand for event management. (Check out BizBash's full recap of the event here.)

ADWEEK House, the brand’s signature pop-up experience at major industry happenings, activated in New Orleans ahead of the Big Game. Held Feb. 7 at the historic Swoop-Duggins House, the brand's first Super Bowl activation hosted discussions focused on the latest shifts in marketing, culture, and audience dynamics worldwide.

During the ADWEEK House event, Instacart brought by mascots and a "weinermobile," which was featured in the brand's Super Bowl commercial

The NFL's Origins: An NFL Collection for Super Bowl LIX is a collaboration between the NFL and three New Orleans-based brands. The collection celebrates the city's culture and history, and features art and designs that interpret the Super Bowl through a New Orleans lens. For the third year, Six Degrees Marketing created a one-day, pop-up shopping event on Feb. 6.

The shopping event spotlighted the three brands featured in the collection, including Jerin “Jerk” Beasley—a visual artist whose work focuses on pop culture—along with Statement Goods and Sneaker Politics.

Nike hosted three activations during Super Bowl weekend, all designed and produced by Tara Wilson Agency, an experiential marketing agency specializing in immersive activations for sportswear and beauty brands. One of them was an athlete meet and greet with Miami Dolphins player Jevon Holland, a partnership with Academy Sports. The fan-focused appearance featured a larger-than-life helmet photo op—turning fans into bobbleheads!—plus a live DJ and personalized chain-stitched Nike apparel.

Nike and City Gear’s Super Sole Saturday community pep rally celebrated New Orleans' youth and sports culture by supporting City Gear’s Sole Schools—underserved schools benefiting from funding and mentorship. Highlights include an NFL panel highlighting sports’ impact on and off the field, live marching band performances by Sole Schools bands, Cajun food trucks, a Madden gaming truck, and more. The event resulted in a $30,000 donation to City Gear’s Sole Schools.

Nike's third activation, also produced by Tara Wilson Agency and in partnership with City Gear, was "The Big Sneak-Easy," an exclusive speakeasy-style event celebrating New Orleans' sneaker and music culture, along with hometown hero and community activist Tennessee Titans running back Tyjae Spears. The event featured live mural painting, Nike Air Force 1 customization, shoe cleanings, and more.

Cracker Barrel Cheese hosted AI-powered food delivery robots in NOLA, bringing nearly 100,000 Cracker Barrel Cheese Sticks directly to fans from Feb. 5-9. The robots covered more than 500 combined miles during Super Bowl week, navigating tailgates, parks, and hot spots to bring game day fuel straight to the crowd. Fans could easily access Cracker Barrel Cheese Sticks through the refrigerated robots, each equipped with a scannable QR code for instant, free snacking. Former pro football player, actor, and television host Anthony “Spice” Adams hyped up fans during the activation.

Financial brokerage Maritime Partners hosted a Super Bowl party in its hometown of New Orleans for 1,500 attendees. The company worked with creative and experiential partner BMF, who came up with a yacht club theme to help bring Maritime and its business to life in a fun way.

For the Maritime Partners event, BMF booked a lineup of talent including Rick Ross, T.I., and Diplo, plus some special surprise performances like roller skaters.

The Athlete’s Foot’s (TAF) hosted its first-ever Super Bowl activations this year, kicking off with the "Party with a Purpose" on Feb. 7. The event celebrated Master P and raised funds for the Team Hope Foundation; it featured performances by The Phunky Monkeys, live mural painting, exclusive giveaways from Pro Standard, and a surprise appearance by New Orleans Saints defensive end Carl Granderson.

On Feb. 8, TAF teamed up with Nike for a "personalization party," where 200 pairs of Air Force 1s were customized by attendees; TAF also offered 20 pairs of the exclusive Nike Air Diamond Sneakers in Deion Sanders’ Draft ColorWay.

Earlier that day, TAF also hosted an event celebrating the De La Salle girls flag football team, recognizing their achievements with special appearances from Jacksonville Jaguars wide receiver Brian Thomas Jr., Chicago Bears running back coach Jennifer King, and Staten Island Giants wide receiver Janasia Wilson. Each athlete received personalized Nike products.

Minorities in Sports Business Network (MiS) hosted an exclusive, invite-only luncheon, "A Toast to Black Sports," shining a spotlight on trailblazing Black women who have made contributions across the sports industry. More than 55 guests gathered at Café Sbisa, the oldest Black-owned restaurant in New Orleans, where industry experts shared experiences, exchanged ideas, and celebrated the achievements of Carmen Wilson, co-founder of Play Make Her, and Jennifer King, the first full-time Black female coach in the NFL.

Sports representation company Athletes First presented “The Block,” an exclusive 25,000-square-foot hospitality and brand activation destination spanning multiple private mansions in downtown New Orleans Feb. 6-8. Several events took place at RDM Hospitality's The Guest House and featured an array of curated culinary menus, food presentations, crafted cocktails, and hors d'oeuvres by executive chef Todd Mark Miller. Highlights included an assortment of seafood platters, sweet corn hush puppies, and the venue's take on some New Orleans traditional dishes like gumbo, beignets, and more.