EventMarketer Sizzle: Your Biweekly Feed of All Things Experiential

02.27.26

The She Got Game Weekend is a go. Flavor Flav, who has become a champion and sponsor for women’s sports teams, announced he will be hosting the event from July 16-19 in Las Vegas, in partnership with MGM Resorts, to celebrate female Olympic and Paralympic medalists, including the gold medal-winning U.S. women’s hockey team. Brands quickly jumped into the comments to express interest in joining the party.

📷 Photo of the Week

Michelob ULTRA’s weekend-long Summit experience at Park City Mountain in Utah featured après-ski watch parties, an Olympics exhibition and an after-party with a performance by Kygo under the backdrop of night skiing… Read more.

🗨️ Insight of the Week

“We’ve found that sports fans really value access—behind-the-scenes moments, nostalgia and the chance to relive iconic milestones. They have a deep respect for tradition, but they’re also open to innovation when it genuinely enhances the experience.”
–Ricardo Marques, VP-Marketing, Michelob ULTRA

A 'Golden' Opportunity
Hertz's Dog Squad Infiltrates Colorado's Goldens in Golden Event
Last summer, Hertz introduced the Gold Squad of highly trained golden retrievers. They made their way to the largest gathering of retrievers with the Golden Pup Cup Café… Read more.

NFL Partnership
What Goes into Optimizing an Exclusive Lounge? USAA Weighs In
Krissy Gorsuch, director-sponsorships, takes us inside the Salute to Service Lounge at Super Bowl Experience for military, veterans, USAA members and their families… Read more.

Olympics Q&A
Inside Michelob ULTRA's Gold-Worthy Home-Turf Events
Official beer sponsor of Team USA, Michelob ULTRA extended the Olympics hype to the States with a full-scale campaign, including a USA Hockey showcase in Lake Placid, NY… Read more.

Field Report
Home Builders Say 'Goodbye' to Design & Construction Week in Orlando
The International Builders’ Show and Kitchen & Bath Industry Show united for a final time in Orlando before heading to Vegas for good in 2027. Our thoughts from the floor… Read more.

Marketing News
The Brief: Clean Machines, Glam Trucks and the Gimme Gummy Bar
This week’s hot topics in experiential marketing cover The Cascade Clean Machine, the TNT Sports x Sephora Glam Room Bus Tour and NYX’s Gimme Gummy Bar… Read more.

💡 ICYMI Last Week

📌 EM Updates

B-to-B Dream Team Nominations Due Tonight: Nominate yourself, a colleague or a client for the opportunity to be recruited onto the 2026 B-to-B Dream Team, our editorial recognition program for brand-side event marketers and corporate trade show marketers. Submit your nomination by 11:59 p.m. ET.

✉️ Contact Us

The Sizzle is produced by Event Marketer, the industry’s largest information resource on experiential marketing. Learn more.

Send story ideas and news to: Juanita Chavarro Arias | jchavarro@accessintel.com
For ad and lead-gen opportunities: Jon McLoughlin | jmcloughlin@accessintel.com

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