Authentic House
Venue & Spaces
Partnership Opportunities
Dining & Nightlife
Sample Itinerary
The Access
Tiers & Access
Enquire
A Private Takeover ofthe Waldorf Astoria Beverly Hills
For Big Game Weekend, a five-star landmark becomes a single venue — every room, every terrace, every evening — curated by Authentic, and offered to a select circle of partners to own.
Authentic House is produced by Authentic Brands Group — the global brand owner and entertainment platform behind Sports Illustrated, Reebok, Champion and Brooks Brothers, and the producer of the events that define Big Game Weekend.
Authentic House assumes the entire Waldorf Astoria Beverly Hills for Big Game Weekend — opening its doors to a select group of brands who will shape the experience, not just sponsor it. Set in the heart of Beverly Hills, the Waldorf offers the ideal combination of prestige, proximity, luxury hospitality and cultural relevance during the biggest week in sports and entertainment.
The sign and the flags. The arrival court and the façade. The ballrooms, the rooftop, the lobby, the spa, the storefronts, and every one of roughly 160 rooms. When Authentic House opens, Authentic speaks for all of it — which means a partner can own an environment, not a placement. And programming is developed with partners, not just placed around them.
Underneath the glamour is a proven engine: Authentic House began as a dealmaking residence during Big Game Weekend. This year, that engine moves into a five-star landmark — with Authentic's own house of brands in residence alongside every partner.
The Big Game falls on Valentine's Day for the first time ever, on a Presidents' Day weekend. Sport, romance, and a long holiday, converging once.
While the week scatters across Los Angeles, the House stands at 9850 Wilshire — one of the city's few Forbes Five-Star hotels. Central, iconic, walkable.
Partners integrate product, experience and content into the fabric of the property. No logo walls. No borrowed corners.
Dressed as the weekend's most beautiful address; built as a deal-making machine, with Baldi as its private meeting floor.
Every room has a private terrace over Beverly Hills. Four days of programming becomes weeks of creator, broadcast and social life.
Authentic House is open to a select group of sponsor partners for Big Game Weekend. Take any number of spaces — the arrival, the lobby, a ballroom, the rooftop, the spa, a floor of suites — and operate them as your own: dress them in your brand, build experiences for your customers, create influencer content, or simply host your guests, outright or in partnership with Authentic. One partner per space, and the rooms come only one way — reserved alongside the spaces you own, never sold alone.
Nine illustrative concepts built by Authentic House, showing what a partner can brand, activate and own during Big Game Weekend. Each can be reshaped around your brand — or we build something new with you.
Three stages for food, drink and the evenings in between: the meeting floor, the rooftop table and the all-day pool.
Big Game Weekend, owned from a single address — something no brand has ever been able to do before. And with the holiday Monday following the game, guests arrive earlier, stay later, and every day works harder. A working view — programming will evolve and is subject to change as partners come aboard.
Programming illustrative · Confirmations in progress
Four distinct ways in. Marquee Partners take the venue-defining positions — whole-property categories and the biggest spaces — with the deepest hospitality and access. Anchor Partners own a single marquee space or night. Experience Partners own one signature concept. Integration Partners are woven through every room. Allocations, access and exclusivity scale with the tier — and every partnership bundles its rooms.
A whole-property or category-defining position — the rooftop, the arrival, the house pour, the meeting house. The deepest residences, a dedicated car program, and the fullest access the House extends.
One marquee space or night — a rooftop evening, the day club, the courtyard, a hosted table. A suite-led residence block and principal transfers.
A signature concept from the private menu — the residency, the broadcast desk, the Valentine's roof. A residence block and access across the slate.
A whole-house touchpoint — the welcome ritual, in-room dining, the daylight pour. Present in every key, all weekend.
An exclusive all-day tournament bringing together leaders from sport, entertainment and business — teams competing for the Invitational Cup.
See 2025
Sports Illustrated and TEU’s high-energy night of athlete culture, music and interactive brand moments.
See 2025
An invite-only celebration at the intersection of fashion, media and culture, honoring SI Swim talent.
See 2025
The festival-meets-carnival spectacle, now in its ninth installment, staged at the Coliseum. Guest allocations scaled to your platform.
See 2025
The biggest nightlife event of Big Game Weekend — the definitive cultural close to the Big Game, staged in Century City. Allocations at every tier.
See 2025
The exclusive, invite-only dinner hosted by Authentic Founder, Chairman & CEO Jamie Salter — influential executives, athletes and cultural leaders at one table.
Allocations scale by platform · 2026 slate shown — Los Angeles programming in confirmation
Partnership Enquiries
Positions are limited to one partner per category, and most are still available. Tell us the space your brand wants to own for Big Game Weekend, and we'll build the partnership around it.
Begin the conversation