LOS ANGELES—On Jan. 7, ESPN and the College Football Playoff (CFP) celebrated the Jan. 9 National Championship game (where Georgia beat TCU 65-7) with its Allstate Party at the Playoff event.
The VIP to-do—produced by 15|40 Productions—rolled out the blue carpet for 800 athletes (hello, Tim Tebow, Sedona Prince, and Antonio Gates), ESPN talent (like Elle Duncan, Jason Fitz, and Pat McAfee), and celebrities to LA’s The Majestic Downtown.
It wasn’t your typical game-day affair with barbecues and backyard games. The night was “an ode to iconic LA,” described 15|40’s vice president of brand and experiential, Marissa Kiersch, with a “concept centered around the Regency Hollywood era,” added Craig Waldman, 15|40’s president and chief creative officer.
Want to see how football can be glamorous too? Keep scrolling to see more from inside the Allstate Party at the Playoff event, plus hear insights from the director of sports brand solutions at Disney and ESPN (ESPN is majority-owned by The Walt Disney Company)...
Nods to the insurance company were “represented through key activation elements,” Barsamian said, including “the blue carpet for arrivals, the Allstate Lounge in the center of the event space, and the natural blue lighting throughout the venue.”
The result? Mini chili cheese dogs—a nod to MLB’s Dodger Dog—as well as Pacific favorites like pad Thai, Polynesian fried rice, and dim sum carts that rolled throughout the space. In true LA style, vegans were not forgotten—there were also plant-based “chicken” sliders. And for pescatarians, there were smoked cioppino soup sips as well as pawn and pesto flatbreads.
