Although brands like ESPN the Magazine and Maxim will host Super Bowl XLIV parties beginning tonight, others staged events earlier in the week. The celebrations began on Tuesday with N.B.A. All-Star Alonzo Mourning’s fund-raiser at Lucky Strike Lanes in South Beach and continued with parties hosted by Pepsi, former N.F.L. player Jerry Rice, GQ, and the New Orleans Saints. Here’s a look inside the events and other brand activations from Dockers, Patrón, and Bridgestone.
Timbaland performing at the Pepsi Super Bowl Fan Jam Thursday night
Photo: Mitchell Zachs
In honor of the New Orleans Saints, who are staying at the InterContinental Miami Hotel in downtown Miami, the city illuminated the Miami Tower in gold Monday through Wednesday nights.
Photo: Emerson Calderon/Miami Downtown Development Authority
DirecTV partnered with DIY Network to create The Dan Patrick Show Mobile Man Cave inside DirecTV's 18-wheeler remote studio, which includes bunk beds, a putting green and driving range on the roof, and a basketball hoop on the back. The show has been broadcasting from the trailer since Monday and will remain on the sand behind the Gansevoort South Hotel through Friday.
Photo: BizBash
Wheat Thins' promotional representatives danced on the alleys at Lucky Strike Lanes on Tuesday night during Alonzo Mourning Charities' Zo's King Pin Classic fund-raiser. Among the tournament's 330 attendees were 23 athletes, including the Saints' Will Smith and Darren Sharper.
Photo: David Adame/AP for Wheat Thins
Bridgestone, the official tire of the N.F.L., sponsored a football throw tent at the Super Bowl Fan Zone at 8th Street and Ocean Drive in South Beach. Coors Light and McDonald's are among the other brands with activations at the Fan Zone, which opened to the public Wednesday and will remain on the sand through Saturday.
Photo: BizBash
As part of the national launch for its new flat-front pants, Dockers hosted a gifting suite at the Doubletree Surfcomber Hotel, which has been branded as the Bud Light Hotel for the week between the Pro Bowl and Super Bowl. The company has a tailor on site through Sunday doing alterations, distressing, patchwork, and monogramming.
Photo: BizBash
The Patrón Spirits Company set up its signature Muddle Bar at the Bud Light Hotel for the GQ pool party Thursday afternoon, where bartenders taught guests how to make Patrón mojitos. The company also provided hand engraving of silver muddlers.
Photo: BizBash
T-Pain was the headlining DJ atop a stage constructed over the Bud Light Hotel's courtyard entrance for GQ's party Thursday night for nearly 1,400 people.
Photo: BizBash
Pepsi hosted its annual Super Bowl Fan Jam concert Thursday night on the sands of South Beach with performances by Justin Bieber, Rihanna, and Timbaland (pictured). The Pepsi Música concert will take place Friday with Nelly Furtado, Paulina Rubio, and Pitbull.
Photo: Mitchell Zachs
Former NFL player Jerry Rice hosted a fund-raising gala for 300 people Thursday night at the Seminole Hard Rock Hotel and Casino Hollywood. Miami Marketing Group and the Hard Rock produced the event, which benefited Buoniconti Fund, a local nonprofit named for former N.F.L. player Nick Buoniconti's son that raises money for paralysis research.
Photo: Seth Browarnik/startraksphoto.com
A Joy Wallace Catering Production and Design Team and TBA Global produced the New Orleans Saints' Old Havana-themed welcome party for the team's players, coaches, friends, and family Thursday night at the InterContinental Miami Hotel.
Photo: BizBash
