Super Bowl LI has brought several major brands to Houston to sponsor one-of-a-kind activations and exhibits during the week leading up to game day. Each day will be packed with live performances, interactive experiences, games and much more. We call Houston our home, and we’re fired up about the upcoming events in our city! Here are the top four experiential activations you cannot miss at Super Bowl LI.

George R. Brown Convention Center

Super Bowl LIVE Presented by Verizon @ Discovery Green – Jan. 28-Feb. 5 (Free)
Super Bowl LIVE will be a bustling hub for free concerts and branded experiential activations. Over the nine days, several artists and bands will take the stage for live performances. The theme of the lineup is Houston and Texas, so many of the performers are from Houston and all of them are from Texas.

Discovery Green will host the activation Houston LIVE, a first-of-its-kind showcase that will tell the history of the city of Houston. This is also where the FOX Sports live broadcast and the CNN live broadcast will be located.

Super Bowl LI was declared the Super Bowl of the Future in the City of the Future, so this year, keep an eye out for virtual reality (VR) experiences. With technological advances in VR, users can truly be transported to another world – or planet as is the case with Future Flight. The digital and physical experience, brought to you by NASA and other leading aerospace companies, combines VR and a tower drop to take passengers on a deep space flight to Mars. At the end of the VR experience, riders will journey back to the Space City to the 50-yard line of NRG Stadium, just in time for kickoff.

Additional exhibits and other hands-on activities will help visitors understand why Houston is the City of the Future and showcase Houston’s prominence, pride and potential.


Super Bowl Opening Night Fueled by Gatorade @ Minute Maid Park – Jan. 30 @ 7 p.m. (Tickets: $20+)
The Falcons and the Patriots will take the stage at Minute Maid Park for Super Bowl Opening Night, a large-scale, televised press conference that will give a behind-the-scenes look at how the players, media and officials ramp up for Sunday’s kickoff. This will be the first chance for fans to see the teams in Houston. As fans enter the stadium, they will receive a gift bag and radio, which will allow them to listen to exclusive game coverage and individual player interviews. This is year two for this event geared toward the mega football fan.


NFL Experience Driven by Genesis @ George R. Brown Convention Center – Jan. 28-29 and Feb. 1-5 (Tickets: $35)
The NFL Experience at George R. Brown Convention Center is the biggest and the best. All major sponsors will unite to create a truly unique experience for the fans. Decking out in pro-gear, lining up next to a digital representation of your favorite football player, and testing your agility, speed and ball throwing stats against theirs is just one of the many activations, exhibits and merchandising opportunities to experience at the NFL Experience. Adults and kids alike have the rare opportunity to interact with brands, including FedEx, Genesis, Under Armour and Snickers. With approximately 60 experiential activations at the NFL Experience, there is something for everyone.

Fans participating in the NFL Experience are asked to use Super Bowl LI’s Fan Mobile Pass app. The app allows fans to track their Super Bowl experience from start to finish, creating a storyline to share on social media. The app provides fans with a lot of handy information, such as local trivia and a list of things to do around Houston.


Club Nomadic @ Sawyer Yards – Feb. 2-4 (Tickets: $100+ and promotional tickets)
Club Nomadic is a traveling night club that will take up residency in 62,500 square feet at Sawyer Yards for three nights of concerts and performances. With presenting partners EA Sports, AT&T and PepsiCo, there are sure to be some outstanding experiential add-ons to this nightclub experience. Headlining performers are Bruno Mars, Taylor Swift and The Chainsmokers. For those looking for a one-of-a-kind nightlife experience, this is the way to go.


In addition to these experiential activations, keep a look out for several brands and organizations hosting pop-up events with guerilla marketing and messaging efforts. We hope to see some of the most groundbreaking experiential events here on our home turf! What events are you excited for during the Super Bowl LI celebrations? Let us know. Connect with us on Twitter or Facebook.

Daniel Coleman
Daniel Coleman | Director, Experiential Events

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