Though the big game didn't take place until Sunday, parties surrounding Super Bowl XLV began on Thursday and continued through the weekend. From Don Julio's private tequila dinners to Fox's country-themed bash for 1500 guests, companies found creative ways to entertain and increase brand awareness in Dallas. Here's a look at nine of the weekend's biggest happenings.
Photo: Sara Jaye Weiss
Held at Centennial Hall at Fair Park, Maxim's event took on a state-fair theme. Sponsor Jeep had an on-site vehicle, and also provided 10 2011 Grand Jeep Cherokees to transport celebrities and other V.I.P.s to the event.
Photo: Jessica D'Onofrio for BizBash
The Lot also hosted an event for NetJets and Marquis Jet, which invited 300 clients, athletes, and celebrities to a rooftop cocktail bash. Games included foosball and a tire toss, and Guinness had an Irish-pub-inspired bar.
Photo: Sara Jaye Weiss
Relevant's Don Julio events included two private dinners for celebrities, mixologists, and trade media.
Photo: Sara Jaye Weiss
BMF Media produced a Tide luncheon at Randy White's Hall of Fame BBQ in Frisco, Texas, on Thursday. Serving up sauce-smothered sandwiches, the event promoted the stain-lifting properties of Tide With Acti-Lift.
Photo: Jessica D'Onofrio for BizBash
ESPN the Magazine held its party at a ranch in Fort Worth. With a Wild West theme, the event's decor included oil lanterns and buffalo heads. Event 11 handled production.
Photo: Jessica D'Onofrio for BizBash
Relevant produced "Casa de Don Julio," an activation for the tequila brand, at a temporary structure called "the Lot." The Lot spanned a vacant lot behind the Joule hotel in Dallas.
Photo: Sara Jaye Weiss
The Moyer Foundation, which helps children in need, hosted a luncheon for 150 guests at the Love Shack in Dallas on Friday afternoon. Celebrity chef Mario Batali designed the menu.
Photo: Jessica D'Onofrio for BizBash
Lacoste hosted a gifting suite at GQ's "Coolest Athletes of All Time" event at Dallas's Hickory Street Annex on Friday. Cadillac, another sponsor, offered on-site gifting as well.
Photo: Michael Kovac/Getty Images for GQ
Held at the temporary Bud Light Hotel, which took over an Aloft property in downtown Dallas, Playboy's party had an around-the-world theme.
Photo: James Trevenen
On Saturday, Fox hosted a dinner for 1,500 guests, including advertisers, executives, and talent. Angel City Designs handled production, and celebrity chef Tim Love provided catering. The country-themed evening also included a performance by Gretchen Wilson.
Photo: VIM STUDIO 2009
