Over 500,000+ guests, all abiding by the city and NFL social distancing and Covid-19 protocols, breathed life into the Tampa Bay economy and created what was truly a memorable Super Bowl celebration, especially with the home team taking the victory.


At the peak of the pandemic the Tampa Bay Super Bowl LV Host Committee tasked IG to bring a safe, full on experiential event to hundreds of thousands of residents and visitors. The 10-day community celebration needed to be carefully orchestrated, PR focused, and extremely flexible as large crowds were highly anticipated, despite health concerns.


IG’s vast experience was a carryover from doing the same for Miami Super Bowl LIV, being the official food, beverage, VIP hospitality, and sponsor activation partner. Through exhaustive planning with things changing by the hour, IG wrangled the resources to host a large event while also garnering local support with restaurants to help give back to the community. With safety and social distancing protocols in place, IG facilitated the multi-park activation along all of Riverwalk to ensure the unprecedented safety measures were implemented for the tens of thousands of daily attendees.

Innovative Group was also proud to support the launch of GameDay Vodka with multiple large scale cocktail bar activations along the Riverwalk and with MAXimus, IG’s 72-foot culinary and entertainment experiential trailer, at Armature Works home to CBS’s Super Bowl Broadcast studios. The brand made an immediate mark on the community and saw sales soar with their new football inspired messaging.