‘Rolling Stone’ Makes Super Bowl Debut

Music mag throws first tailgate party

Rolling Stone, which has a regular presence at music festivals like South by Southwest and Coachella, is now aligning itself with a much different kind of event: its first Super Bowl party.

The magazine’s Rock & Roll Tailgate party will take place at The Crane Bay, a renovated warehouse near Lucas Oil Stadium in Indianapolis. There will be as-yet-announced musical acts, celebrities, and other VIPs, and cocktails courtesy of Bacardi, the sponsor Rolling Stone lined up.

Matt Mastrangelo, Rolling Stone’s publisher, said that while this is the magazine’s first foray outside music events, it fits the brand. “I don’t think it’s very out of what we do normally,” he said. “If you look at the Super Bowl from the music standpoint, you can go as far back as Michael Jackson and Madonna and U2 and Springsteen. . . . If you look at the other events going on around Super Bowl, they all have music as part of that. Music’s an important part of pop culture and football and that whole experience.”

As a Super Bowl first-timer, Mastrangelo said, Rolling Stone wouldn’t be asking as much for tickets as some of the well-established parties, although he said the price hadn’t been determined. (Tickets to last year’s Maxim party were going for $2,500, while Playboy’s were being sold for $1,250.) Rolling Stone is hoping for as many as 6,000 attendees during the two-day event.