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B-to-C EventsUSAA’s Sponsorships Director Talks NFL Talent Partnerships and Optimizing a Lounge
What started as a place for NFL talent to have conversations with USAA guests 15 years ago has evolved into a dynamic experience that continues to connect the military community at Super Bowl Experience (SBX) year after year. USAA’s annual Salute to Service Lounge at the NFL fan festival offers an exclusive space for military […]
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Trend of the WeekExperiential Marketing Trend of the Week: Tarot Card Readings
Pew Research Center released survey findings in May that 30 percent of U.S. adults say they consult astrology, tarot cards or a fortune teller at least once a year. Reading horoscopes and tarot cards to get a glimpse into the future is an ancient practice, but event marketers are breathing new life into it by […]
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B-to-C EventsNBA All-Star 2026: Vaults, Giant To-Go Bags, an ‘AI Mode’ Gallery and a Rolling Logo
NBA All-Star 2026 had a milestone weekend, not only for its 75th anniversary, but also for breaking viewership records. The midseason showcase drew more than 46 million viewers in the U.S. across NBC and ESPN platforms, marking the most viewers in 24 years and more than triple last season. On the ground, basketball fans turned […]
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B-to-C EventsSuper Bowl LX: 16 Brand Activations That Took Over San Francisco’s Piers and Hot Spots
Walking around San Francisco ahead of Super Bowl LX, you wouldn’t have known the Bay Area was hosting the NFL’s championship game that saw the Seattle Seahawks win over the New England Patriots on Feb. 8.
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B-to-C EventsFrom Jersey Mike’s Shore to Visa Print Shop, Top 12 Activations at Super Bowl LX Experience
Fans descended on San Francisco’s Moscone Center for the Super Bowl Experience, presented by Jersey Mike’s, Feb. 3-7, with exhibit halls packed with opportunities for meet-and-greets with NFL players and legends, football skills engagements, and freebies from brands. The convention center’s multistory setup created quite a spread for the booths, but the vibe still felt […]