Super bowl weekend and NBA All-Star Weekend have become way bigger than the games themselves. Sure, the matchups still matter (congrats to the Eagles on their Super Bowl LIX win), but for brands, these weekends are now prime time to drop major activations, throw invite-only parties, and create experiences that people talk about for weeks.
At this point, the right event or partnerships can have just as much impact as a commercial during the game. Between Uber taking over the nightlife scene with their Uber One Party headlined by Travis Scott and Foot Locker creating a sneaker haven in San Francisco, these brands aren’t just making an appearance, they’re setting the tone.
NOLA became a marketing playground before the game even started with brands turning everyday spaces into high-energy experiences. Verizon set the bar by building a full on cultural hub, House of Verizon, with fashion drops from Rhuigi Villasenor, an exclusive showcase from NFL fashion innovator, Kristin Juszczyk, a performance by Grammy award winning Doechii and more for exclusive Verizon members.
And of course, brands on the screen did not disappoint, with nearly 50 companies running commercials including first-timers, Nerd Candy and e.l.f Cosmetics alongside Nike’s big return after 27 years.
Over in San Francisco, NBA All-Star Weekend was its own cultural moment. Regardless of how you felt of their new playing format👀, brands made sure to seize the opportunity to make sure they stayed top of mind for more than just the weekend at hand. Take a look at Footlocker for example, they took over downtown with a two-storey sneaker experience featuring limited drops from Nike, Adidas, and Puma as well as customization stations and NBA player meet and greets. There really was no other place a sneakerhead would want to be! You also had Hennessy, who made sure women’s sports didn’t take a backseat as they teamed up with the WNBA for a 2v2 showcase featuring top female athletes like Jackie Young, Chelsea Gray, A’ja Wilson, Arike Ogunbowale, and DiJonai Carrington, to name a few.
With these weekends becoming the ultimate mix of sports, fashion and music, it’s not only a no brainer to take advantage of these opportunities but also a must. Times like these prove that the biggest plays don't just happen in the game, and if done right, brands can create a direct line to their consumers as well as cement their position as trailblazers in the industry.
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Written by: Giovanna Pagano
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