Overview SI The Party is Sports Illustrated's Saturday-night concert in the Super Bowl host city, and in San Francisco in 2026 Justin Bieber made a surprise appearance on a bill headlined by The Chainsmokers and Ludacris. It started in 2019 and moves with the game every year: Los Angeles in 2022, Scottsdale in 2023, Las Vegas in 2024, the floats warehouse at Mardi Gras World in New Orleans in 2025 and the Cow Palace in 2026. Authentic Live, the events arm of Authentic Brands Group, which owns the Sports Illustrated brand, produces it with Medium Rare. On site It is a ticketed party with a stage. Premium tickets are all-inclusive, with a five-hour open bar in 2025, and VIP tables sit apart with bottle service; more than 150 tables sold out in 2023. The room changes with the city: in 2025 the party ran through 300,000 square feet of Mardi Gras World among the floats and sculptures, and in 2026 it filled the Cow Palace arena in San Francisco. Audience SI describes the room as league owners, franchise executives, athletes and Hollywood names. Alongside them, tickets and VIP tables go on public sale each winter, with early access for people who pre-register. Talent and Influencers Machine Gun Kelly and The Chainsmokers headlined in 2023, Dom Dolla and Diplo in 2025, and The Chainsmokers, Ludacris, DJ Irie and Xandra in 2026, when Rob Gronkowski, Travis Kelce and George Kittle took the stage to lead a singalong. Jack Harlow and Kygo have also headlined. Guests have included Kevin Hart, Travis Scott, Sofia Vergara, Drew Brees, Jon Hamm, Trevor Lawrence, Alex Rodriguez, Michael Phelps and Damar Hamlin. Track record The 2023 party drew more than 5,000 guests. Sports Illustrated counts $203 million in media value across the 2023 to 2026 editions. Brand presence The presenting partner's name goes on the party: Captain Morgan in 2023 and 2024, DraftKings in 2026, when it was also the exclusive gaming operator and ran the DraftKings Lounge, with Lexus as official vehicle. In 2023 Captain Morgan sampled rum, Celsius ran a lounge, Bud Light Seltzer took an on-stage toast, Electrolit built a lounge with a slide, Wing ran drone drop-offs and FansMall put up a Ferris wheel.