Super Bowl LX is next week and brands are ramping up their experiential plays around the Big Game.
Beyond the broadcast, Super Bowl week has become a true cultural moment, with brands showing up through immersive experiences, pop-ups and dynamic activations that bring fans into the story. From citywide takeovers to meaningful moments, brands are using experiential as a core way to connect with fans and stand out for the biggest stage in sports.
Here’s a look at the activations planned so far.
The NFL and YouTube
The NFL and YouTube are bringing their “Creator of the Week” program to Super Bowl LX, naming Dhar Mann as this year’s featured creator. With more than 163 million followers, Dhar will deliver behind-the-scenes access and original storytelling across the NFL’s and his own YouTube channels, giving fans a new lens into Super Bowl week.
Expanding the partnership, the NFL has appointed Dhar as its first-ever Chief Kindness Officer, tasking him with leading a series of digital, social and on-the-ground activations designed to promote kindness and sportsmanship throughout Super Bowl events. The effort launches with “Be Kind to Your Rival,” a fan-driven social initiative supporting St. Jude Children’s Research Hospital and reinforcing the league’s push to blend creator culture, purpose-driven storytelling and global fan engagement.
Diageo
Diageo is showing up across Super Bowl weekend with a portfolio-wide approach centered on culture, creators and community. Don Julio is celebrating Latino game-day rituals with Ready P’al Show, spanning taquería pop-ups, DJ trolley takeovers and a social series starring Druski and Young Miko. Smirnoff is tapping into the intersection of sports, fashion and Gen Z culture with fashion-forward activations, including a one-of-one Aleali May jacket and appearances across key NFL events, while Captain Morgan is leaning into fan culture through mustache-themed challenges and on-site game day experiences tied to NFL Honors.
Beyond entertainment, Diageo is also using the Big Game to give back and promote responsibility. Guinness is honoring the host city through the launch of Legends Lager with Joe Montana, pairing the limited-edition release with donations to the SF-Marin Food Bank and a hands-on service day. Meanwhile, Take a Minute. Make a Plan. returns for a second year with the NFL, MADD, and Uber, activating across San Francisco with branded transportation, bar partnerships, fan challenges, and ride discounts designed to help fans get home safely.
eos
eos is bringing its “smells good enough to eat” fan insight to life with limited-edition Cashmere Cakes inspired by its new Cashmere Body Mists. The hyper-realistic cakes will be available exclusively on GoPuff January 28–29 in select markets for $12.99, the same price as the body mists.
The activation connects to eos’ Big Game spot starring Is It Cake? host Mikey Day, which plays on visual illusion and the idea of questioning what’s real. For fans outside participating markets, eos will also release a limited online bundle featuring all eight new body mist fragrances paired with scent-matched “sweetsuits,” available in early February.
Levi’s
Levi Strauss & Co. is launching “Home Turf,” an immersive pop-up experience in San Francisco that reimagines the Big Game as a celebration of Bay Area culture, community, music and style. Taking over One Montgomery Street in the Financial District during Super Bowl Week, the activation will feature live music and cultural programming curated with Empire Records, spotlighting local Bay Area artists.
In addition, Levi’s will debut limited-edition collaborations at select stores, including sneakers with Jordan Brand and NFL team jackets with Starter.
Intuit
Intuit is marking Super Bowl LX week in the Bay Area with a Financial Literacy Forum designed to invest in the next generation. On February 3, the company will partner with the NFL’s Inspire Change initiative and the 49ers Foundation to host hundreds of San Francisco high school students for an immersive educational experience focused on building long-term financial confidence.
The forum will feature financial challenge games powered by Intuit for Education, the company’s free financial literacy program, alongside a headline conversation with San Francisco 49ers running back Christian McCaffrey on what it takes to manage money like a pro.
Uber One
Uber is kicking off Super Bowl LX weekend with the return of The One Party by Uber, a members-only event hosted Friday, February 6 in the brand’s hometown of San Francisco at Pier 48. Now in its fourth year, the Uber One experience will feature a live performance by GRAMMY-nominated artist Olivia Dean, with special guest Shaboozey.
Bud Light
Bud Light is bringing back “Post Malone & Buddies” for Super Bowl LX weekend. The invite-only concert will take place Friday, February 6 in San Francisco, marking Post Malone’s return to the Bud Light stage after last year’s Super Bowl weekend performance.
Fans 21+ can enter to win tickets through Bud Light’s Instagram and Facebook channels.
EA Sports
EA SPORTS is celebrating Super Bowl LX in the Bay Area with its Madden Bowl, powered by Visa. On Friday, February 6, Luke Combs, Teddy Swims, Stephen Wilson Jr., Gavin Adcock, and Bay Area native LaRussell will take over San Francisco’s Chase Center for a night of live performances, athlete appearances and immersive fan experiences.
Fans can follow the action on EA SPORTS’ social channels, while Visa Infinite cardholders gain access to premium seating, Fast Pass entry, the Visa Fan Lounge, and exclusive Madden Bowl gear. The event anchors EA SPORTS’ largest Super Bowl presence ever, spanning e-sports competitions, media events and content throughout the week.
