Super Bowl Means Party Time for Magazines

Super Bowl bashes, which were tempered last year by the economic crisis, are gearing back up, albeit slowly.
Playboy’s party is returning after a one-year hiatus, although this year’s affair will be smaller than in year’s past, when Hugh Hefner hosted 3,000 to 4,000 people.
Some 1,200 are expected at this year’s party at South Beach’s (Miami) Sagamore Hotel Feb. 6, with 10 Playmates and 10 Playboy Club Bunnies on hand. The main sponsor is Bacardi, joined by Mini Cooper and Playboy Cigars.
Rival magazine Maxim, which went forward with a scaled-back party last year, is holding its 2010 bash at the Raleigh Hotel in South Beach. Paying the freight are returning sponsors are Patron, Gillette, Samsung and Pepsi Max, along with new partners Volkswagen, Armani, BSN and Ubisoft.
Maxim publisher Ben Madden said while 2009 attendance was 25 lower than the previous year’s, he expects this year’s turnout to return to the 2008 level.
Also continuing its party tradition is ESPN the Magazine, which will fete 1,200 guests at Miami’s Fontainebleau Feb. 5. Sponsors include Absolut, Bud Light and Reebok.
Sports Illustrated is going the partyless route for the second year in a row; a rep said SI is focusing on activities surrounding its Swimsuit Issue the following week.
“Our Superbowl is the following week when we host more than two dozen events and four major parties,” said Scott Novak, an SI spokesman. “This year, we just chose to focus on our Swimsuit launch week. Nobody in the industry has anything like that.”

Check out more on the Super Bowl at AdweekMedia’s microsite.