SAN FRANCISCO — Sports Illustrated will bring back one of Super Bowl weekend’s signature parties in 2026, announcing Wednesday that SI The Party Presented by DraftKings will take over San Francisco’s historic Cow Palace on Saturday, Feb. 7.
Produced by Authentic Live and Medium Rare, the event has become a premier off-field destination where league owners, franchise executives, athletes, celebrities and fans converge for a high-energy, all-inclusive nightlife experience outside the game itself.
The 2026 edition will feature headline performances from The Chainsmokers, Ludacris, DJ Irie and rising DJ-producer Xandra, blending electronic, hip-hop and open-format DJ sets into a genre-spanning celebration. Organizers teased additional surprise guests and moments throughout the night.
Premium all-inclusive tickets, VIP access and table packages will go on sale Thursday, Jan. 8 at 10 a.m. PT, with early entry available to fans who pre-register at sitheparty.com for first access. SI said VIP ticketholders will also receive entry to the Lexus LX VIP Lounge inside the venue.
Sports Illustrated described the party as an extension of its long-running identity at the crossroads of sports, entertainment and culture.
“From the beginning, SI The Party has been an extension of Sports Illustrated’s legacy at the intersection of sports, entertainment and culture,” the company said in its announcement.
Past guest lists have included a who’s who of star power, from Jeff Bezos and Leonardo DiCaprio to Kim Kardashian, Justin Bieber, Alex Rodriguez and Super Bowl champions like Patrick Mahomes.
The 2026 event will feature cross-brand activations from sponsors including Anheuser-Busch, Shaq-A-Licious XL Gummies, Velocity Black, Verizon, CELSIUS, Verizon, Velocity Black, Nine West, Thomasville, Verizon, Velocity Black, CELSIUS, and others.
DraftKings, the presenting sponsor and exclusive gaming operator for the event, will host a DraftKings Lounge at the center of the party, offering curated hospitality and custom brand moments.
“This is one of the most anticipated weekends in sports, and SI The Party sets the stage for the celebration,” DraftKings Chief Customer Officer Shawn Henley said. “The DraftKings Lounge will give fans and VIP guests an unforgettable way to engage with one of the biggest events of the year.”
Henley added that Verizon customers will have opportunities to claim exclusive tickets through Verizon Access in the My Verizon app, along with expedited entry via a dedicated fast lane.
Matt Goldstein, EVP of Authentic Live, said the party’s goal has always been to deliver an insider-level experience, even at massive scale.
“Across Big Game Weekend and other tentpole moments on the world’s biggest sporting stages, our vision with SI The Party has always been to deliver hospitality that feels intimate and insider,” Goldstein said.
Lexus, the event’s official vehicle sponsor, will showcase its Lexus LX model with a custom-built photo moment as guests transition from the red carpet to the main room inside the Cow Palace.
Authentic Live and Medium Rare also highlighted an interactive truck experience featuring Shaquille O’Neal’s Shaq-A-Licious XL Gummies, where guests will be able to sample the gummies during the event. SI also confirmed that CELSIUS, the official energy drink sponsor for the fourth consecutive year, will be integrated throughout the event, providing guests with beverage sampling and energy-boost activations.