Brands Bring Exclusive In-Person Experiences to Super Bowl LX

From Rao's pop-ups to Pepsi's local restaurant partnerships, brands are investing in experiential marketing beyond just big game ads.

Published on Feb. 6, 2026

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Brands are hosting a variety of exclusive in-person experiences around Super Bowl LX in the San Francisco Bay Area, going beyond traditional TV commercials. These activations include a five-night Rao's restaurant pop-up, Pepsi's collaborations with local eateries, and content-focused events like the Cîroc Athletic Club in Napa Valley. Experts say brands are increasingly investing in these real-life experiences to engage directly with consumers and create additional touchpoints beyond just the big game ads.

Why it matters

The shift towards experiential marketing around the Super Bowl reflects a broader consumer demand for in-person brand experiences, especially among younger generations like Gen Z. Brands see these activations as a way to build long-term loyalty and get valuable feedback that can't be captured through traditional advertising alone.

The details

Brands are hosting a variety of exclusive in-person experiences around Super Bowl LX in the San Francisco Bay Area, going beyond traditional TV commercials. These activations include a five-night Rao's restaurant pop-up, Pepsi's collaborations with local eateries, and content-focused events like the Cîroc Athletic Club in Napa Valley. Experts say brands are increasingly investing in these real-life experiences to engage directly with consumers and create additional touchpoints beyond just the big game ads.

  • Super Bowl LX will take place on Sunday, February 8, 2026.
  • Super Bowl Opening Night, kicking off the week of events, happened earlier this week.

The players

Rao's

An iconic Italian restaurant in New York City that is bringing a pop-up experience to San Francisco for Super Bowl LX.

REAL SLX

A global sports and lifestyle experiences company that is partnering with Rao's on the Super Bowl pop-up.

PepsiCo

A major brand that is activating both traditional TV ads and in-person experiences, including a pop-up with local restaurants, for Super Bowl LX.

VaynerMedia

A marketing agency that is organizing multiple experiential activations for brands around Super Bowl LX in the Bay Area.

Samantha Martin

An experiential marketing strategist who has analyzed the return on investment for Super Bowl creative campaigns.

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What they’re saying

“People are craving in-real-life experiences, and the Super Bowl is an amazing place to have brand integration on-site.”

— Avery Akkineni, CMO, VaynerMedia (ABC News)

“There's been a growing consumer shift towards experiences, and as brands [are increasingly being] led by Gen Z ... it's a great opportunity to meet consumers where they are most engaged.”

— Scott Finlow, Chief Marketing Officer, PepsiCo (ABC News)

“This might be our No. 1 kickoff”

— Frank Pellegrino Jr. (ABC News)

What’s next

The Rao's Super Bowl pop-up will run for five nights, from February 3-7, 2026, leading up to Super Bowl LX.

The takeaway

Brands are increasingly investing in immersive, in-person experiences around major cultural events like the Super Bowl to directly engage with consumers and build long-term loyalty, beyond just traditional TV advertising.