The Masters, Mint Juleps and Maxim
Magazine to produce events around prestigious golf, horse-racing events.
While Maxim is known for its Super Bowl parties, the magazine brand will expand to new sporting venues this year, producing events around The Masters Golf Tournament and the Kentucky Derby, in conjunction with Skylight Entertainment founder Robert Tuchman.
The Maxim parties have been a boon for sponsor dollars (the 2011 Super Bowl party was "Powered by Motorola Xoom.") "There is an unlimited demand for marketers to own a big moment that harnesses the energy of a unique customer, but only a few brands deliver on the once-in-a-lifetime experience and how it lives on in a consumer world," says Maxim chief revenue officer Ben Madden in a statement.
Maxim produced three satellite Super Bowl events this year in Fort Lauderdale, Chicago and San Diego in addition to the main event in Dallas, with all four events simulcast live to each other.