Sponsorship Done Right: Big Game Weekend with Noah Kahan

Whether you’re a sports fan or a music fan—SiriusXM and Pandora are the place to be. Americans across the country gather every year to celebrate one of the biggest moments in sports—Big Game Weekend. It’s one of our most popular branded events, mixing sports, music, connection, and the culture that brings us all together. 

For brands, kicking off the most culturally influential weekend with SiriusXM and Pandora is a direct line to audience engagement, real connections, and IRL moments that leave a lasting impact. Branded events allow sponsors to create and enhance the fan experience, all while reinforcing brand identity, drafting a blueprint for future touchpoints while making an impact on the here and now.

Kicking off game day in the Bay

GRAMMY nominated singer-songwriter, Noah Kahan headlined the Big Game Weekend event at the Warfield in San Francisco. Noah is known for hit songs like “Stick Season” and “Dial Drunk” and his sold-out national stadium tour. Thanks to his starpower combined with the passionate fanbases of SiriusXM and Pandora, this exclusive event drew in 2K+ passionate fans and industry notables, like NFL stars, Fortune 500 executives, and audio and sports lovers. 

With national media coverage generating 22M press impressions, including features across Billboard, CBS News, E! News, San Francisco Chronicle, Yahoo, AP, and more, Big Game Weekend was the defining entertainment event leading up to Big Game weekend. And fans shared their experiences first hand across platforms like TikTok and Instagram. Check out SiriusXM Media’s very own, Shannon Peterson, and her experience on the ground. 

Event sponsorship drives engagement and action

Although the event generated big headlines, it made so much more impact for our sponsors. Cultural moments drive behavior, and fan-brand engagement was a testament to that. An onsite survey revealed that 85% of attendees saved something they received from a sponsor, turning brand touchpoints into lasting reminders long after the final song of the night. And that engagement can be directly translated into purchase intent, with 77% of attendees purchasing a product from a participating brand and 67% actively seeking out more information about something they discovered that night. 

The experience also fueled brand amplification, with 73% of attendees sharing content on social media, while 63% went on to visit a sponsor website or app to learn more about their services. 

In other words, brand integrations don’t just create presence, they create momentum. 

Big Game Weekend is an opportunity for brands to get in front of fans who love the game as much as they love music. Check out how this year's sponsors showed up.

Purpose-driven access

Ashley’s “Give to Get” program brought meaningful impact to the forefront through a partnership with San Francisco-based charity efforts and Noah Kahan’s mental health initiative, The Busyhead Project. Fans who volunteered to work with the program were awarded guaranteed access to the show, reinforcing the idea that access could be both rewarding and purpose-driven. Once at the show, fans who volunteered had access to the Ashley superfan zone—a premium viewing area near the stage which included exclusive wristbands, commemorative keepsakes, and an onstage shoutout highlighting Ashley’s involvement. And some of the first few lucky fans in line were surprised with access to the area as long as they followed Ashley on social media.

Purpose fuels deeper connections. By aligning with community engagement opportunities and an artist-backed cause, Ashley created emotional resonance that extended beyond the venue.

Unexpected, unmissable presence

Clorox owned the restroom experience with branded stall decals and mirror clings. Restrooms are high-traffic, unavoidable spaces that offer unique visibility. By activating an unexpected area, Clorox ensured repeat exposure throughout the night, reminding fans that the brand was an essential part of an unforgettable experience. 

Flavor wins fandom

Hellman’s brought energy and flavor to the venue with a branded DJ booth and complimentary sandwiches throughout the night. When the DJ dropped “Sweet Sandwich Time,” (featured in the brand’s Big Game ad) the activation seamlessly bridged the live experience with their national campaign momentum.

Taste buds don’t lie—and Hellman’s activation ignited lasting flavor while integrating cultural nuance. The event was a great way for the brand to interact with fans IRL while simultaneously extending their Big Game creative and reinforcing recall in real time.

Loyalty in action

Hilton transformed the second floor bar with custom cocktails and branded drinkware, while also rewarding Hilton Honors members, and guests who wanted to join on the spot, with giveaways like AirTag luggage tags and drink tickets. And the general crowd was rewarded as well with complimentary luggage tags.

Lighting up the crowd

To spark the nights energy, Lay’s transformed one side of the GA seating into a vibrant, branded experience. Fans entered through Lay’s illuminated tunnel before stepping into a dedicated viewing section covered in the brands colors. LED bracelets lit up the crowd in sync, turning the audience into part of the spectacle. Plus, complimentary samples reinforced their presence in a delicious, high-energy setting.

The activation helped create a “team” dynamic within the venue, with one side of GA seating glowing in Lay’s branded color, encouraging fans to rally around the moment together. Lay’s created a high-energy environment that strengthened brand visibility and left fans with a memorable, multisensory connection to the brand. 

High-energy fan takeover

Mirroring the momentum, Mint Mobile transformed the other GA seating section with a bold, fan-first takeover. Guests entered through an exciting branded tunnel experience that was shining bright with lights representing Mint’s green color. Plus, cheerleader-style brand ambassadors hyped the crowd while distributing LED bracelets that glowed in Mint Mobile’s signature green and black glasses that transformed the section to round out the branded look. 

The result was a “two teams” moment, with one side representing Mint’s signature green color as fans embraced the shared experience of the crowd. Energy is contagious, and Mint Mobile leaned fully into crowd participation to boost their brand, reinforcing their bold, personality-driven brand identity. 

The connection section

In the lower lodge of the venue, LinkedIn sponsored the dedicated “connection section,”a special seating section for LinkedIn and c-suite executive guests who received complimentary branded phone chargers and open bar access all night, fueling the fun with libations and energy.

This activation translated LinkedIn’s core purpose, connection, into a physical environment. Practical giveaways like chargers are a solid way for brands to extend their brand utility after the show. And the connections forged in the section endured lasting impressions.

VIP hospitality at its best

For 50 lucky VIP guests, Lowe’s granted access to their premium lounge with unbeatable stage views, dedicated cocktail service and light bites, and branded lanyards. Brand ambassadors roamed the venue distributing branded hats. 

High-touch hospitality builds brand affinity. By combining brand exclusivity with visibility across the venue, Lowe’s balanced intimacy with scale.

Immersive entertainment energy

In the Warfield’s premier area, Paramount+ took over three bars with exclusive UFC branding across the space as well as on cups and napkins. And to bring even more fun into the moment, live sketch artists created custom, UFC-branded digital illustrations for guests to take home.

Entertainment brands thrive in entertainment spaces. And Paramount+ leaned into that cultural alignment, offering interactive elements that felt natural in a live show environment.

Comfort meets surprise

To ensure fans could comfortably enjoy the event without any hassle, Progressive provided on-site coat check services. But that’s not all—attendees received commemorative event posters, and one lucky fan won a football signed by Noah Kahan during an onstage moment. 

Thoughtful activations like coat check paired with surprises and commemorative giveaways makes sponsors unforgettable. And with Progressive’s presence, they positioned themselves as both a practical and celebratory brand to interact with both inside and outside the event. 

The final touch

Nutri-Grain closed out the night with exit sampling, sending guests home with branded tumblers and Nutri-Grain bars—merch that will benefit fans way beyond the event. 

Last impressions matter. And exit activations extend brand recall from the venue into the next morning and the days following. 

Ready to get in our next branded event?

From high-energy, purpose-driven access, to VIP hospitality, to surprise giveaways, each brand demonstrated that there is no single formula for impact, but there is a common thread. The most effective activations enhance the fan experience instead of interrupting it. When brands align with culture in an intentional, immersive way, audiences respond with attention, affinity, and action. 

In addition to our SiriusXM and Pandora franchise events like the Big Game Weekend, we offer a wide variety of sponsorship opportunities like HBCU Pop Out, El Pulso, and more. If your brand is looking to be a part of big cultural moments, our SoundCloud Next Wave events feature panels from notable industry figures, artist-centric workshops, and local live music showcases with the city’s hottest breakthrough talent. 

And if podcasting is your thing, join us as we hit the road for IRL podcasting experiences with hit shows like SmartLess. With how well consumers respond to podcasts, your brand is bound to get a boost. 

If you want to get your brand involved in the next SiriusXM and Pandora franchise event, hit us up.

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