Authentic House is one private house that Authentic Brands Group, the owner of Sports Illustrated, Reebok and Shaquille O'Neal's brands, runs as its home base for three days of Super Bowl weekend. It is not open to the public: every event inside is invite-only. The 2027 edition is in Los Angeles, February 11 to 14, the weekend of Super Bowl LXI at SoFi Stadium. In 2026 in San Francisco the House hosted four events. A live taping of The Big Podcast with Shaq, with Bo Jackson and Barry Sanders as guests. An Evening at Authentic House, a business happy hour with cocktails for partners and executives. The SI Swimsuit digital cover party for Brittany Mahomes, Christen Goff, Claire Kittle and Haley Cavinder, with Patrick Mahomes, Jared Goff and George Kittle in the room. And the Authentic Dinner Club, hosted by Authentic CEO Jamie Salter on the eve of the game, where guests included Kevin Hart, Marc Benioff, Karol G, Zac Efron, Drew Brees, Livvy Dunne and The Chainsmokers. The room is executives, athletes, entertainers and Authentic's brand partners, which makes the House a place to host clients and meet decision makers, not a crowd to sample to. What happens inside travels through Authentic's media: Authentic Live's events generated 324 million social impressions and more than 35 billion media impressions in 2025, according to Fortune, and Sports Illustrated reaches more than 21 million social followers. Brands already show up inside the House. Atlas sponsored the 2026 Authentic Dinner Club alongside Gran Coramino and Ninja, Champion and Attain Beauty were part of the SI Swimsuit party, and the podcast taping ran with the Playmaker Podcast Network. Across the same weekend, DraftKings presented SI The Party with partners including Verizon, Lexus and Anheuser-Busch. The Entry Partnership is $55,000. It includes logo placement on the House's invitations and digital materials, branded signage inside the House, a dedicated activation space and a custom activation designed and built with Authentic Live's production team.