Super Bowl XLV drew around 91,000 fans to Dallas's Cowboys Stadium, and the days leading up the game were rife with events from brands looking to cash in on the tourist traffic. From branding bumper cars to hosting T-shirt bars, companies sought creative ways to catch partygoers' attention. Here are some highlights from the clever sponsor activations.
Photo: Sara Jaye Weiss
Produced by Relevant, a temporary venue called "the Lot" took over the Joule Hotel in Dallas and hosted events for a variety of brands. At NetJets and Marquis Jets' event for 300 top clients, athletes, and celebrities, guests played foosball at a branded table.
Photo: Sara Jaye Weiss
At the NetJets and Marquis Jets' event, sponsor Guinness got a bar with an Irish-pub-inspired look.
Photo: Sara Jaye Weiss
Throughout the weekend, guests posed in a branded photo booth at the Lot. Along with parties for Don Julio, NetJets, and Marquis Jets, the venue hosted events for CAA and the Boomer Esiason Foundation.
Photo: Sara Jaye Weiss
The Lot also held so-called "Influencer Dinners" for Don Julio tequila. Guests included celebrities, mixologists, and media, and eye-catching decor included a framed drill from sponsor DeWalt.
Photo: Sara Jaye Weiss
Absolut Vodka was a liquor sponsor at ESPN the Magazine's Wild West-themed "Next" event at a Fort Worth ranch. The company showcased its product amid country-style props that complemented the decor.
Photo: Jessica D'Onofrio for BizBash
Jim Beam splashed its logo on bar stools at ESPN the Magazine's event. Kid Rock, the bourbon's brand ambassador, performed at the party.
Photo: Jessica D'Onofrio for BizBash
Dubbed "The Coolest Athletes of All Time," GQ's by-invite event was sponsored by Lacoste and Cadillac. At a make-your-own T-shirt bar, guests could choose from several designs that included the magazine's logo. The event took place at Hickory Street Annex in Dallas.
Photo: Michael Kovac/Getty Images for GQ
At its 2,500-guest party—at an Aloft property rebranded as the Bud Light Hotel for the weekend—Playboy served branded energy drinks.
Photo: James Trevenen
Motorola Xoom was the presenting sponsor for Maxim's state-fair themed party on Saturday night. The Motorola product's logos decorated bumper cars at the event at Centennial Hall at Fair Park.
Photo: Jessica D'Onofrio for BizBash
BMF Media produced a luncheon to promote Tide With Acti-Lift. During the event, framed signage for the brand covered the walls of the venue, Randy White's Hall of Fame Barbecue.
Photo: Jessica D'Onofrio for BizBash
