Overview Authentic House is a whole luxury hotel turned over to one company's guests and partners for Big Game weekend, and for 2027 Authentic Live took the Waldorf Astoria Beverly Hills - every room, terrace, ballroom and the rooftop - from Thursday through game day, with one partner per category. It began as a dealmaking residence during Big Game weekend, and in San Francisco in 2026 it hosted Sports Illustrated Swimsuit's WAGs issue party. Authentic Live is the events arm of Authentic Brands Group, which owns Sports Illustrated, Reebok, Champion, Brooks Brothers and Guess among more than 50 brands, and it is behind SI The Party the same weekend. On site The 2027 plan uses the hotel at 9850 Wilshire end to end. The Astor Ballroom seats 200 and takes 300 standing, with three salons of 75 beside it. The 360-degree rooftop holds 499 across the pool lounge, the promenade and Gemma, the rooftop restaurant. Roughly 160 rooms and suites each open onto a private terrace, up to the Governor and Presidential penthouses. On the ground floor Baldi is Authentic's own meeting floor for the week, with hosted dinners and daytime programming, and it is not open to takeover. The La Prairie spa and a recovery lounge for athletes and talent take the quietest wing. On game day the roof is set for kickoff and guests transfer to SoFi Stadium. Audience The House is built for deals. Baldi runs hosted meals and meetings through the week, and on the Saturday the Authentic Dinner Club, hosted by Authentic founder Jamie Salter, seats invited executives, athletes and cultural figures at one table; Marc Benioff and Kevin Hart were at the 2026 dinner. The 2027 game falls on Valentine's Day, the day before the Presidents' Day holiday. Track record Fortune reported in 2026 that Authentic Live stages more than 50 signature events a year and drew 65,000 people to them in 2025. Its Big Game weekend slate in San Francisco in 2026 included SI The Party, with The Chainsmokers and Ludacris, and Shaq's Fun House, produced with Medium Rare, with Tiësto and T-Pain. Brand presence Partners come in at four levels. Marquee partners take a whole-property position such as the rooftop or the house pour; anchor partners own one space or night; experience partners own a single concept, such as a creator residency on a floor of terraced suites; and integration partners run through every room, from the welcome ritual to in-room dining. Rooms are sold only with the spaces, never alone. Every level carries allocations to Authentic's other events that weekend, from the SI Invitational golf outing to SI The Party.