Where World-Class Events Meet Iconic Brand Activations: The Midway’s NBA All-Star Success
- San Francisco Event Space News | 3/19/2025
NBA All-Star Weekend is not just a celebration of basketball—it’s a cultural phenomenon where brands, athletes, and fans collide to create unforgettable moments. For companies looking to make a lasting impact, venue selection and event execution are key. This year, The Midway in San Francisco took center stage, hosting some of the most high-profile activations of the weekend, proving once again that the right space can transform an event into a cultural milestone.
Under Armour & Steph Curry: A Fusion of Sport and Luxury
Under Armour made a bold statement during All-Star Weekend, unveiling its first-ever collaboration with luxury automotive customizer Mansory on Friday, February 14. The partnership fused high-performance sportswear with elite craftsmanship, marking a pivotal moment in Under Armour’s expansion into premium sportswear.
That evening, Under Armour and Curry Brand hosted an exclusive party at The Midway, aptly titled “Love The Bay.” The night began with a jaw-dropping entrance—guests were greeted by the UA x Mansory Le Mansory Ford GT, a €2.5M custom-built supercar featuring exposed carbon fiber and Under Armour-inspired yellow accents. This striking display set the tone for an evening where sport met luxury, reinforcing Steph Curry’s presence as a brand powerhouse and The Midway’s reputation as a venue built for high-energy, high-profile events.
Grand Marnier: Blending Premium Spirits with Basketball Culture
Closing out an electrifying weekend, Grand Marnier transformed The Midway into the ultimate NBA All-Star viewing party and celebration. With live game screenings, signature Grand Margs, and an exclusive DJ set, the event encapsulated the perfect blend of premium spirits, basketball culture, and music. The Midway’s versatile spaces allowed for an immersive experience, where fans and VIPs could revel in the action while enjoying world-class entertainment.
Private All-Star Player Event: A More Intimate Experience
Beyond the large-scale activations, The Midway also played host to a custom, private dinner event for an NBA All-Star player. This intimate gathering provided a contrast to the high-energy activations, showing The Midway’s ability to cater to VIP clientele, private experiences, and high-profile attendees in a setting that balances exclusivity with premium hospitality.
Looking Ahead: The Road to Super Bowl 2026 in the Bay Area
With the Super Bowl coming to the Bay Area in 2026, brands and event planners are already strategizing how to capitalize on one of the biggest sporting and entertainment weekends of the year. The Midway is primed to be a key venue for Super Bowl activations, offering the same high-energy, high-impact experiences that made NBA All-Star Weekend a success.
Why The Midway is the Ultimate Venue for Super Bowl Events
- Versatile Spaces: From large-scale brand activations to private VIP dinners, The Midway offers a dynamic environment for any Super Bowl event.
- Turnkey Production Capabilities: With built-in AV, lighting, and staging, The Midway provides seamless event execution without the need for extensive external setup.
- Proven Track Record: Major brands and companies have hosted exclusive activations at The Midway, leveraging its dynamic layout and top-tier amenities to engage their audience.
- Prime San Francisco Location: Positioned at the heart of the Bay Area, The Midway offers a vibrant backdrop for events that demand attention and deliver impact.
The Midway: Your Go-To Venue for Unforgettable Brand Activations
As brands continue to push the boundaries of experiential marketing, The Midway remains San Francisco’s premier destination for high-energy activations, corporate events, and exclusive celebrations. Whether you’re planning for Super Bowl 2026, a product launch, or a VIP experience, The Midway has the space, expertise, and atmosphere to make it happen.
Interested in planning your next event at The Midway? Let’s talk about how we can bring your vision to life.
Looking for Event Space in San Francisco?
Let us know how we can help with your organization’s event needs. The Midway customizes events of all types and sizes with our versatile spaces, culinary options, and technological know-how for maximum impact and a successful experience.
Whether you are in early planning stages or interested in discussing specifics, please contact us for more info.
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