Executive Summary
Each year, Aramark Sports + Entertainment hosts a premium, industry brunch in the host city of the Super Bowl on the Saturday before the big game. On February 8, 2025, we hosted “Brunch in the Big Easy” in New Orleans which saw over 150 people in attendance including industry contacts, food and beverage partners, and celebrity guests.
Submitting Organization: Aramark Sports + Entertainment
Detailed Nomination
Overview: “Brunch in the Big Easy” showcased our premium brand, Aura, to industry contacts including current and prospective clients. This event also celebrated the two teams in the Super Bowl – who also happened to be our partners – the Philadelphia Eagles and Kansas City Chiefs. We also showcase our beverage portfolio and partners.
Innovation & Impact: The brunch included unique and innovative activations to showcase the New Orleans culture including a crystal reader, talented puppet artists, full brass band, DIY felt flower bar, one-of-a-kind scent bar, and elevated NOLA-inspired culinary offerings.
Results & Success Metrics: Our partners look forward to this brunch every year. We have the “Saturday morning brunch” market/timeframe cornered, strategically avoiding late night events or after-hours knowing that our audience may have many competing priorities at these times during the Super Bowl weekend. We saw attendance from celebrities including actor Rob McElhenney (promoting his liquor brand, Four Walls Whiskey) and celeb chef Andrew Zimmern (promoting our new partnership with his company, KZ Provisioning). Also leadership from the Philadelphia Eagles, Kansas City Chiefs, Minnesota Vikings, Cincinnati Bengals, Pittsburgh Steelers, and more, were in attendance. This brunch is a fantastic week for our guests to kick off the exciting Super Bowl weekend.
