LOS ANGELES — Walking through Century City Plaza on Thursday morning, we might not see it yet, but Talent Resources Sports’ Michael Heller and Authentic Brands Group’s Marc Rosen have a pretty clear picture in their minds.

The vision? The party of the year.

What You Need To Know

  • The Super Bowl is about the events and activations leading up to the big game, almost as much as it is about the kickoff itself

  • This year, Talent Resources Sports and Authentic Brands Group partnered together to put on SI: The Party, one of the weekend's biggest events

  • The annual party is a visual representation of the intersection of sport, business, lifestyle and culture

  • Hundreds of celebrities and athletes are expected to attend with performances from Jack Harlow and Kygo

“Sports Illustrated is the one place where the team owners, the athletes, agents, the brands, the media and, of course, the fans all come together,” Rosen said. “And this is gonna be the biggest party of the weekend.”

If you’re familiar with the Super Bowl, you’re also familiar with the parties leading up to it. The sporting event brings together some of the world’s best athletes, top celebrities and fans.

The big game weekend has become something of a mecca for celebrations, activations and events leading up to Sunday night’s kickoff.

For 15 years now, Sports Illustrated: The Party has been a visual representation of all of that.

Just ask Heller, the CEO of Talent Resources, a group that helps bridge the gap for brands by developing Super Bowl activations and also helps put on the annual event.

“I don’t look at this as just the party,” Heller explained. “The party represents the distinct elements of all these things coming together.

“Executives of different brands, celebrities from all over, TikTok influencers,” he continued. “It’s just kind of an unbelievable place where it’s all about happiness, people coming together to enjoy time, and people we strategically curate.”

This year, it will bring together some of the top names in entertainment and sports. And because it’s in Los Angeles, it’s larger than life.

Set outdoors in Century City Plaza, SI: The Party will feature several spaces.

These include:

  • a 50-foot red carpet
  • VIP tables and cabanas in the quad
  • a brand activations area
  • an exclusive pre-dinner curated by Tom Colicchio’s restaurant Craft
  • an on-stage lineup featuring Jack Harlow and Kygo (plus a slew of secret special guests) 

It will be one to remember.

To put it on, Heller and Rosen bring together dozens of brands and sponsors such as Dunkin Donuts, Patron Tequila, JBL and Kiswe live streaming, to name a few.

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They all want to align themselves with a party like this for its experiential marketing potential and exposure. For ABG and Talent Resources, this party is the pinnacle moment of the weekend for brands and tastemakers.

“There are few moments in the calendar bigger than the Super Bowl,” Rosen explained. “It’s not just about football, this is a big cultural moment, where entertainment, brands, lifestyle and the financial world and entertainment world come together under one roof.”

Plus, parties like this one send an added boost to the local economy.

“Right now, it’s so important giving back to the economy, to the state of California and all these great vendors who have been put on hold for these two years while COVID has been going on,” Heller added. “We’re hiring several thousand local employees from catering, security, logistics and vendors.”

Coming out of a pandemic, the demand for a good party is there, with over 2,000 expected in attendance.

“We’re here in LA with an LA team playing and it doesn’t get bigger than that,” Rosen said.

The Big Game Weekend will bridge the gap between sports, entertainment, culture and business, brought to life through an unforgettable party.

To purchase tickets and tables of your own, click here.