The h.wood Group and Uncommon Entertainment took over the Las Vegas Strip with a custom-built, 45,000-square-foot megastructure set in a vacant lot. The Friday portion of the two-night event, presented by Taco Bell, was headlined by David Guetta and Future, whose performance featured a surprise DJ set by Travis Scott. Photo: Mike Kirschbaum
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LAS VEGAS—Visitors to the Las Vegas Strip during Super Bowl weekend might have noticed a massive branded mountain in front of The Mirage. The stunt from Super Bowl streamer Paramount required 36,000 square feet of decking and 45,000 pounds of a mountain build, according to Cara Kleinhaut, founder and CEO of AGENC, whose team designed, produced, and built the project—and was somehow just one of the jaw-dropping moments major brands executed in Sin City to mark the big game.
Las Vegas stress-tested the citywide sporting event concept at the Formula 1 Grand Prix in November, and the Super Bowl once again proved why the city is the entertainment capital of the world: The event drew an estimated 330,000 visitors and drove an economic impact of $600 million to Southern Nevada.
At the game itself, the Kansas City Chiefs defeated the San Francisco 49ers in overtime at Allegiant Stadium, and Usher performed a high-energy, star-studded halftime show that received high praise from event professionals we spoke with earlier this week. But off the field, the city was blanketed with high-energy music festivals, parties, brand activations, hospitality lounges, and much more.
For an event this oversized, it makes sense our photo roundup is one of our largest ever. Scroll down to see more than 50 photos from Super Bowl events, packed with steal-worthy inspo from Sports Illustrated, Shaquille O'Neal, Uber Eats, Michelob ULTRA, Guy Fieri, Bud Light, and more.
NFL's Custom Sphere Content
The NFL teamed up with Sphere Entertainment Co. to create custom Super Bowl LVIII content, created exclusively by Sphere Studios, on the Sphere’s fully programmable LED exterior. The content was displayed throughout the week, and included Chiefs and 49ers helmets, a Patrick Mahomes MVP display, and more.
Photo: Sphere Entertainment
Paramount's 'Expedition Vegas' Fan Experience
Super Bowl LVIII was broadcast on CBS and streamed on Paramount+, along with a special kids and family presentation on Nickelodeon—so the brands wanted to go big for this year’s Super Bowl. The result was the free, four-day "Expedition Vegas" fan experience, hosted outside The Mirage along the Las Vegas Strip. The block-long, immersive fan experience showcased Paramount’s fan-favorite shows, films, and franchises across 10 brands through bespoke content, interactive games, photo opportunities, exhibits, giveaways, and more. AGENC Experiential handled design and production for the massive build, which included a literal mountain atop the hotel’s existing lagoon.
Photo: Line 8 Photography
Visitors coming for the fan experience could embark on their journeys from either of two locations: Base Camp or Paramount Station. At Paramount Station (pictured), explorers could brave the "Adventure to the Peak," a hyper-realistic gondola lift that simulated frigid winds and harrowing heights. The full sensory ride featured Paramount characters and recorded commentary by CBS Sports’ Jim Nantz and Tony Romo.
Photo: Line 8 Photography
Throughout the Paramount activation, cheerleaders rallied the crowd and took photos with fans.
Photo: Line 8 Photography
Fans could pair and test their skills in trivia, speed, and teamwork at a replica of the brick puzzle from MTV's The Challenge.
Photo: Line 8 Photography
The chalet area, meanwhile, included a cluster of cabins that immersed fans in various shows. Guests could check in to the Ghosts Woodstone B&B, where they could enter phone booths and hear a mysterious voice on the phone asking if they believe in ghosts. Responses prompted surprise photo experiences—and, potentially, spectral appearances.
Other cabins included Paramount+’s The Lodge, produced by 15/40, which had a Nickelodeon kids’ zone, a branded heater, and a HALO-themed experience, while another paid homage to Star Trek: Discovery, letting fans stand at the helm of the iconic bridge of the USS Discovery.
Other cabins included Paramount+’s The Lodge, produced by 15/40, which had a Nickelodeon kids’ zone, a branded heater, and a HALO-themed experience, while another paid homage to Star Trek: Discovery, letting fans stand at the helm of the iconic bridge of the USS Discovery.
Photo: Line 8 Photography
In a village-inspired area, guests could journey back in time by visiting the Silver Dollar Soda Shoppe from the series 1923, where a 1920s-era photographer—equipped with props and Prohibition-era garments—took their photos.
Photo: Line 8 Photography
The village also featured a film-themed showcase for Bob Marley: One Love, which featured a sneak peek at the upcoming Paramount Pictures film. The village area also included an immersive spa experience (inspired by BET show Sistas), and photo ops evoking the shows Yellowstone, South Park, and more.
Photo: Line 8 Photography
Flipper's Roller Boogie Palace's Big Game After-Party
Flipper’s Roller Boogie Palace hosted an exclusive party at Encore Beach Club at Wynn Las Vegas following the big game on Sunday. Hosted by Dr. Dre and Snoop Dogg, the party celebrated the release of Usher's new album, Coming Home. Dr. Dre and Snoop Dogg surprised guests with a live performance featuring some of their biggest hits, including “California Love,” “Drop It Like It's Hot,” “G Thang,” and “Gin and Juice.”
Photo: Christopher Polk/Polk Imaging
Encore Beach Club was outfitted with a custom skate rink, where guests could skate to sounds by Diplo and to a live performance by HARDY. On the skate rink, guests were joined by professional skaters who had come straight from performing at the big game with Usher.
Photo: Getty Images
The Flipper’s skate brand worked with Usher to design the skates that he and the skaters wore on the Super Bowl stage and to the after-party. The Flipper’s Quadz by Usher, which were handmade by Riedell Skates, are available for purchase at flippers.world.
Photo: Getty Images
The event had a variety of on-theme photo ops, and food was provided by chef Sarah Thompson of Casa Playa. Sponsors included adidas, Pepsi Wild Cherry, Glossier, Miss Daisy flowers, Bud Light, Ketel One Vodka, Crown Royal Canadian Whiskey, Tequila Don Julio, and Fever-Tree Premium Mixers.
Photo: Getty Images
Uber Eats' Get Almost Almost Anything Shop
Uber Eats popped up at Super Bowl Experience with the Get Almost Almost Anything Shop, which ran Feb. 7-10 at the Mandalay Bay South Convention Center.
Photo: Jerod Harris/Getty Images for Uber
The immersive market experience allowed guests to walk through a Super Bowl-themed grocery store and use the Uber Eats app to place a (free) order from Uber Eats. They could then pick up their bag at the end of the activation.
Photo: Jerod Harris/Getty Images for Uber
Along the shopping journey, there were surprise moments including photo ops, special treats from Pepsi, grocery essentials, beauty must-haves, and more.
Photo: Jerod Harris/Getty Images for Uber
SI The Party
The night before the Super Bowl, A-list celebs celebrated at SI (Sports Illustrated) The Party, presented by Captain Morgan at XS Nightclub located inside Wynn Las Vegas. Guests included Kendall Jenner, Hailey Bieber, Miles Teller, Trevor Lawrence, Tiffany Haddish, and 2024 Sports Illustrated Swim Rookie (and wife of Chiefs quarterback Patrick Mahomes) Brittany Mahomes. The event was produced by event production company Medium Rare as one of four major events the company produced during Super Bowl weekend.
Photo: Marc Patrick/BFA.com
The event featured performances from Kygo and The Chainsmokers, along with a special appearance by Captain Morgan partners Bebe Rexha and NFL legend Victor Cruz.
Photo: Medium Rare
Captain Morgan curated the event's official cocktails, and also hosted a first-of-its-kind Captain Morgan slot machine where guests could test their luck and score fun prizes. This evening marked the culmination of Captain Morgan's NFL campaign, "Follow the Captain"—a nationwide scavenger hunt for fans 21 and up to unlock various experiences.
Captain Morgan's presence at SI The Party was produced by NVE Experiential Agency.
Captain Morgan's presence at SI The Party was produced by NVE Experiential Agency.
Photo: Virisa Yong/BFA.com
NFL Origins Super Bowl Activation
NFL Origins—the official annual NFL Consumer Products event that celebrates the fabric of each host city by highlighting three local streetwear brands to create a one-of-a-kind Super Bowl merchandise capsule collection—took place Feb. 8 at Nine Twenty. The NFL partnered with three brands for the experience, including Feature.
Photo: Six Degrees
For the third consecutive year, Six Degrees Marketing Agency was tapped to bring the experience to life. The agency partnered with each designer (like Urban Necessities, pictured) to bring their merchandise presentation to life, highlighting their unique styles and stories.
Photo: Six Degrees
Love Hand and Heart's space evoked the "Seven Magic Mountains" art display outside of Las Vegas.
Photo: Six Degrees
Shaq's Fun House
Shaquille O’Neal once again hosted Shaq's Fun House on Feb. 9 at XS Nightclub. For the sixth year in a row, the event featured an immersive carnival along with live performances from Lil Wayne, Diplo, and, of course, DJ DIESEL (aka Shaq himself). The event was produced by Medium Rare.
Photo: Medium Rare
The event featured a variety of fun sponsor activations, including one from Gillette with fun carnival games that tied into its grooming products.
Photo: Medium Rare
Meanwhile, sponsor Pepsi hosted an oversize branded bar, custom-curated Pepsi cocktails, and flavors including the all-new Pepsi Wild Cherry.
Photo: Medium Rare
NFL Gameday Experience
Artists Creating Entertainment, hired by 1Team Event Management—which was contracted by the National Football League—came as a partner to provide unique entertainment for the Gameday Experience presented by Bud Light at Allegiant Stadium.
Photo: Courtesy of Artists Creating Entertainment
Guests were transported into a Roman-themed experience with Roman goddesses on pedestals, gold glamazon stilt walkers, living statues, and a sway pole in custom designs to fit the logo colors. The Gameday Experience, presented by Bud Light, was fully produced by 1Team Event Management for the NFL.
Photo: Courtesy of Artists Creating Entertainment
Ashley House
Furniture brand Ashley presented “Ashley House," a free and open-to-the-public music and brand experience that took over DawgHouse Saloon & Sports Book inside Resorts World Las Vegas for five days leading up to the big game.
Photo: Courtesy of Ashley
The space hosted nightly performances from top country artists including Cooper Alan, ERNEST, and HARDY.
Photo: Courtesy of Ashley
Fans could relax in Ashley’s game-ready lounge.
Photo: Courtesy of Ashley
Guy Fieri’s Flavortown Tailgate
Roughly 20,000 fans spent Super Bowl morning at Guy Fieri’s Flavortown Tailgate - Better with Pepsi event on the Las Vegas Strip. The event was produced by Medium Rare.
Photo: Medium Rare
During the tailgate, Fieri took on Eli Manning in a football-throwing contest and threw signed footballs into the crowd. Other celebs also partook in the tailgate experience, including Gordon Ramsay, who joined Fieri onstage.
Photo: Medium Rare
A variety of brands, including Bud Light, appeared at the tailgate. Cash App gave out free “Trash Can Nachos” to card holders, and King Hawaiian hosted a “slider off” between Manning and Fieri and gave out free sliders to fans to introduce its new pretzel bun. Main sponsor Pepsi worked closely with Fieri to showcase how tailgate bites can pair with Pepsi; the brand hosted an oversize Pepsi bar, custom-curated Pepsi cocktails, and Fieri's favorite Pepsi and food pairings like Pepsi and wings, Pepsi and pizza, Pepsi and burgers, and more.
Photo: Medium Rare
Courtyard by Marriott Super Bowl Sleepover Suite at Allegiant Stadium
For over a decade as the “Official Hotel of the NFL,” Courtyard by Marriott has leveraged the partnership to create unique experiences that celebrate guests’ passions for travel and football. Working with 160over90, Courtyard activated its annual Super Bowl Sleepover program and introduced “The Ultimate Upgrade” throughout this past NFL regular season when fans who stayed in a Courtyard hotel were eligible to enter to win the overnight stay at Allegiant Stadium the morning of Super Bowl LVIII. The brand partnered with Atlanta Falcons running back Bijan Robinson, New York Jets wide receiver Garrett Wilson, and content creator Katie Feeney to unveil the activation.
Photo: Courtesy of 160/90
A Night of Pride with GLAAD and the NFL
On Feb. 7, LGBTQ media advocacy organization GLAAD teamed up with the NFL to host the third annual “A Night of Pride” at Caesars Palace. The evening, hosted by former NSYNC member Lance Bass, featured a performance by singer-songwriter VINCINT and a panel discussion moderated by LZ Granderson on how inclusion in sports advances acceptance for LGBTQ people.
Photo: Getty Images for GLAAD
The panel featured veteran pass rusher Carl Nassib, the NFL's first openly gay player to play in a regular-season game, along with trailblazer and NFL replay assistant Desiree Abrams and Kevin Maxen, the first out male NFL coach.
Photo: Getty Images for GLAAD
The event was presented by Smirnoff, with additional partners Starter and Google. (Smirnoff's activation was produced by NVE Experience Agency.)
Photo: Chelsa Christensen
h.wood Homecoming
The h.wood Group and Uncommon Entertainment took over the Las Vegas Strip with a custom-built, 45,000-square-foot megastructure set in a vacant lot. The Friday portion of the two-night event, presented by Taco Bell, was headlined by David Guetta and Future, whose performance featured a surprise DJ set by Travis Scott.
Photo: Mike Kirschbaum
On Saturday, Amika Akaya opened for DJ Zack Bia, who brought out Rich the Kid for a surprise performance. The evening featured headliners Kaytranada and Jack Harlow.
Photo: Mike Kirschbaum
The star-studded event's design aimed to capture the nostalgic charm of old-school Las Vegas.
Photo: Mike Kirschbaum
The bar's eye-catching design incorporated record players, roller skates, and Crown Royal bottles. During Super Bowl weekend, CNC Agency also created a VIP Crown Royal reception bar and two VIP lounges within the Pearl Theater.
Photo: CNC Agency
Cash App, Visa, and Red Bull's F1 Livery Reveal
In a groundbreaking move, Cash App, Visa, and Red Bull partnered for an unprecedented multi-year F1 agreement, introducing its first car, the VCARB 01. The livery reveal for the new car took place during an exclusive event, produced by NVE Experience Agency and held in Las Vegas on Feb. 8. The VCARB 01 team secured drivers Yuki Tsunoda and Daniel Ricciardo to participate in the F1 2024 series.
Photo: Courtesy of NVE Experience Agency
The event featured a livery moment for team drivers and notable figures, along with a performance from Grammy-winning artist Kendrick Lamar. Oversized inflatables in different arrangements had webbing inspired by different parts of the car, and were positioned to resemble the F1 car in the event space. Partners including NEFT, Red Bull, HUGO, Piquadro, Tudor, and Orlen.
Photo: Courtesy of NVE Experience Agency
Bud Light Backyard Tour
Country music star Zach Bryan took the stage for the Bud Light Backyard Tour, delivering a set for an intimate crowd at The Chelsea at The Cosmopolitan of Las Vegas following a performance by Leon Bridges. Bryan also spoke to the crowd about his extended partnership with Bud Light, which will be the official beer sponsor of his upcoming “Quittin’ Time” Tour. Throughout the tour, portions of every Bud Light sold will be donated to Folds of Honor, with Bryan matching the donations.
Photo: Courtesy of Bud Light
Anheuser-Busch and its portfolio of brands worked with 160over90 for its Super Bowl activations. In addition to the Bud Light Backyard Concert, the brand hosted premium hospitality activations at pregame Chalk Talk including NFL legends, the Michelob ULTRA Country Club, and on site at the game itself.
Photo: Courtesy of 160/90
Sports Power Brunch
The fifth annual Sports Power Brunch: Celebrating the Most Powerful Women in Sports took place during Super Bowl weekend. Sandra Douglass Morgan, president of the Las Vegas Raiders, was honored with the Leadership Award presented by Moët Hennessy USA; she was also named as an inaugural member of Moët Hennessy’s IDE (Inclusion, Diversity & Equity) Advisory Council. Event highlights included signature cocktails and a branded sidecar from Hennessy, which offered a Champagne toast tribute to the honorees. Partial proceeds of the brunch benefited the Sterling Legacy Fund and Sterling Courts basketball court renovation project at the Downtown Las Vegas Boys & Girls Club, sponsored by Prime Video.
Photo: Stephen Greathouse/Shutterstock Photography
Gronk Beach
NFL legend and four-time Super Bowl champion Rob Gronkowski hosted his music festival, Gronk Beach, Feb. 10 at Encore Beach Club at Wynn Las Vegas. Produced by Medium Rare, the daytime event featured performances from Flo Rida, Afrojack, Dante, and DJ Irie.
Photo: Medium Rare
Gronk Beach featured a number of sponsor integrations, including the Pluto TV EasyMart and a bar from energy drink brand Monster where fans could fuel up for the day. Sponsor Cash App offered discounted tickets to card holders, while eyewear brand Pit Viper handed out free sunglasses. Official denim sponsor Wrangler created Gronkowski's custom look for the event.
Photo: Medium Rare
Culture Kings Super Bowl Events
Streaming and content company RDCWorld teamed up with Culture Kings for their first-ever collaborative capsule collection that launched during Super Bowl week. To celebrate the release, the Texas-based collective hosted fans at the Culture Kings flagship space inside The Forum Shops at Caesars Palace and treated them to drinks, games, basketball, and pizza sponsored by Pizza Hut. The limited-edition drop, consisting of three exclusive graphic tees and a hoodie, sold out in-store in one day. Fellow streaming stars Kai Cenat and Duke Dennis from AMP also made guest appearances to show their support.
Las Vegas Raiders star Davante Adams also hosted a game week party at the Culture Kings flagship space. Celebrity designer Jeff Hamilton also made an in-store appearance and sat on a panel to discuss his impact on sports and popular culture. The pair also discussed and showcased select iconic pieces from Hamilton's archive, including a one-of-one piece designed for and autographed by Mike Tyson.
Las Vegas Raiders star Davante Adams also hosted a game week party at the Culture Kings flagship space. Celebrity designer Jeff Hamilton also made an in-store appearance and sat on a panel to discuss his impact on sports and popular culture. The pair also discussed and showcased select iconic pieces from Hamilton's archive, including a one-of-one piece designed for and autographed by Mike Tyson.
Photo: Courtesy of Culture Kings
SoberBowl Vegas ’24
SoberBowl Vegas ’24 took place on Feb. 11. The alcohol-free event at the Clark County Government Center featured live music, comedy, and stories from NFL legends, ranging from career highlights to finding and upholding their path to sobriety. Speakers included sports agent Leigh Steinberg (credited as the inspiration for Jerry Maguire), former NFL quarterback and NFL radio and TV personality Ryan Leaf, Pro Hall of Famer Earl Campbell, and more. Fans could also enjoy festival fare like popcorn, cotton candy, hot dogs, hot chocolate, funnel cakes, and ice cream, as well as a variety of food trucks.
Also on site, the homeless outreach and continuity case management program Shine a Light Foundation hosted a vendor village comprising small art vendors owned by people in active recovery. Additional nonprofits There Is No Hero In Heroin; St. Jude’s Ranch for Children, Nevada; The Menninger Clinic, a national substance-use treatment provider; and KIDZ Uplifting KIDZ also had a presence at the event.
Also on site, the homeless outreach and continuity case management program Shine a Light Foundation hosted a vendor village comprising small art vendors owned by people in active recovery. Additional nonprofits There Is No Hero In Heroin; St. Jude’s Ranch for Children, Nevada; The Menninger Clinic, a national substance-use treatment provider; and KIDZ Uplifting KIDZ also had a presence at the event.
Photo: Fred Morledge/Photo FM
SiriusXM Pandora Presents Maluma Las Vegas 2024
SiriusXM Pandora kicked off the weekend on Feb. 8 at Virgin Hotels Las Vegas with an exclusive live performance from Latin Grammy Award-winning artist Maluma. SiriusXM subscribers and Pandora listeners were invited to attend the in-person show for free, while remote fans had the chance to listen in as the performance aired live on SiriusXM’s Latin music channels Hits Uno and Caliente. NVE Experience Agency handled production.
Photo: Getty Images
USAA Salute to Service Military Appreciation Lounge
USAA recognized and celebrated the military community in Las Vegas through an experience that brought military, veterans, and their families closer to the game at the Salute to Service Military Appreciation Lounge. With appearances by Rob Gronkowski, T.J. Watt, Tua Tagovailoa, and more, the lounge included panel conversations and fan engagement opportunities. Agency partner 160over90 supported the activation with an integrated team across experiential, partnerships, and PR.
Photo: Courtesy of 160/90
Michelob ULTRA Country Club
Michelob ULTRA hosted the cleverly named Michelob ULTRA Country Club at Topgolf Las Vegas on Feb. 10. The event featured performances from Lil Wayne, T-Pain, and Alesso.
Photo: Anna Webber/Getty Images for Michelob Ultra
Hosted by Alex Morgan and Dan Marino, the event also featured a celebrity golf shootout.
Photo: Daniel Boczarski/Getty Images for Michelob Ultra
'USA TODAY' Ad Meter Summit
Gannett, USA TODAY, and agency partner 160over90 co-hosted the third annual Ad Meter Summit at the Endeavor and TKO Lounge. Moderated by USA TODAY Ad Meter editor Rick Suter, the conversation featured senior marketers from Anheuser-Busch, M&Ms, Oreo, and Hellmann’s, who shared this year’s spots and discussed what makes for a successful Super Bowl ad and marketing strategy.
Photo: Courtesy of 160/90
