The trend for major event linked, celebrity-hosted, brand-backed experiences continues with NFL legend turned professional pitchman Rob Gronkowski hosting the ‘Gronk Beach’ party on Super Bowl 2023 weekend backed by a team of brands led by Monster Energy.
The twice-retired, four-time Super Bowl champion Gronkowski – nicknamed The Gronk – will host the personally curated music festival party at Talking Stick Resort (in Scottsdale) near this year’s Big Game venue (State Farm Stadium in Glendale) in Arizona where the former New England Patriots and Tampa Bay Buccaneers tight end played college football.
As well as presenting partner Monster Energy (which will primarily promote its ‘Beast Unleashed’ product – first alcoholic drink), Gronk and event creator and production company Medium Rare have also partnered with Corona, Licor 43 and Teremana Tequila,
The 11 February (or Super Bowl Eve) party’s poolside cabanas and bars will feature sponsor beverages, while activations will include a Corona Beach Experience (with a Corona-branded pool and sand installation and a Corona Beach Bar), plus Dwayne ‘The Rock’ Johnson’s ultra-premium, small-batch Teremana Tequila brand’s ‘Mana Mobile’ truck will be on-site serving complimentary chips and guacamole, along with tequila cocktails and branded giveaways.
From the start of the year, the former NFL star’s party has been promoted via an extensive range of PR appearances and social media content initially focused on publicising the event, showcasing sponsors and shifting tickets.
We're comin' home, baby! Gronk Beach presented by @thebeastunlshd returns to #BigGameWeekend2023 w/ @21savage, @diplo, @liljon & more! Party w/ @RobGronkowski poolside at the @TS_Resort on Sat, 2/11. Presale starts Thurs, 1/12 @ 10AM MT, sign up @ https://t.co/vfjeSVxxba pic.twitter.com/5pgbN2f3Li
— Gronk Beach (@GronkBeachAZ) January 10, 2023
Turn down for what?! #GronkBeach2023 presale starts Thurs. Jan 12 at 10am MT! Register now for access at https://t.co/vfjeSVxxba and get ready to party @RobGronkowski style with @21savage, @diplo, @LilJon & more at Big Game Weekend's #1 daytime event. pic.twitter.com/WlgoSzlOUz
— Gronk Beach (@GronkBeachAZ) January 10, 2023
The entertainment will include headliners 21 Savage, Diplo and Lil Jon, as well as DJ Irie, Bijou and Sommer Ray.
“I partied at the U of A for the three years I was there,” Gronkowski says. “So I did enough partying to where I was able to have a break for the last 10 years. But now my time is due again. This will be the big game weekend’s No1 daytime event. I’m coming back to Arizona ready to win another Super Bowl championship with the return of my larger-than-life music festival.”
“I’m gonna be in the pool playing volleyball versus other celebrities and athletes,” added Gronkowski. “I’m gonna pull some random fans in to be on my team and I’m gonna be Gronk spiking that volleyball. So that experience is taking Gronk Beach to a whole new level. Because that’s what we try to do. We try to top each Gronk Beach and that’s how we’re gonna top it this year.”
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The 2023 iteration of the Gronk Beach Party’ follows on from a previous incarnation in Miami for the 2020 Super Bowl which sold out its 3,000 tickets in just 10 minutes and was covered by most US media outlets covering the Big Game – including Fox’s Super Bowl broadcast – which ensured that Gronk, the event and its sponsors were one of the weekend’s most talked about topics.
It was followed in 2022 by a Gronk beach at the NFL Draft in La Vegas.
Not only will the party have to compete with other Gronk Super Bowl marketing initiatives such as FanDuel’s ‘Kick Of Destiny’, but also with other sports celebrity on-site branded experiences such as Shaquille O’Neal’s over-the-top, hip-hop carnival in Phoenix titled ‘Shaq’s Fun House presented by Netspend’.
Indeed, it was Shaq’s personal sports event’s parties which inspired Gronk.
“I was looking at an opportunity to be able to throw a party at the Super Bowl,” Gronkowski says. “I saw what Shaq was doing with his festival, Shaq’s Fun House, and how many artists were performing there. I thought it was such a great idea and we took advantage of that idea when I met with the Medium Rare crew.”
But who will be the ‘MVP of Fun’ at Super Bowl 2023?
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