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Sports Activations

From Super Bowl watch parties and Euro finals to World Cup screenings, we craft match-day experiences that go beyond the screen.
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With events run in partnership with Manchester City, Mundial Partners, and Asahi, we aim to foster and grow a community of sports fans in the city.

Everything is built around the game.
Everything is built around the game.
Even the doll showed up in Manchester City colors.
Even the doll showed up in Manchester City colors.
Guests took home custom Manchester City kits with pressed-on badges commemorating the event.
Guests took home custom Manchester City kits with pressed-on badges commemorating the event.
Bold, Manchester City-inspired graphics made by Maxwell Studios brought the concept to life.
Bold, Manchester City-inspired graphics made by Maxwell Studios brought the concept to life.
Custom-printed VIP tickets Maxwell prepared welcomed guests.
Custom-printed VIP tickets Maxwell prepared welcomed guests.
Football flavors in every corner.

Maxwell Social: Flavors of Football with Manchester City

From concept to execution, the event was a complete expression of what we do best at Maxwell: designing cultural moments that bring people together. The space was wrapped in Manchester City’s blue and white colors, with custom food and drink menus, VIP tickets, branded aprons, kitchen decals, and visual identity throughout the venue. Even the walls carried the club’s mark.

We turned our Grand Kitchen into a functioning production studio and then into a full party space. Guests got to taste the dish, enjoy desserts catered by Angelina Paris USA, and take home custom Manchester City kits with pressed-on commemorative badges along with official Premier League soccer balls.

Our picture wall served as a clean and elevated step-and-repeat. A DJ closed out the night, and in between cook-offs and press moments, the room stayed vibrant well into the early morning.

Every detail, from aprons to playlists, reinforced the story. And it wasn’t just a great night for football fans; it was a key launch moment for Maxwell Studios, covered by Sports Illustrated and built in partnership with Manchester City, Asahi, and Mundial.

Every detail carried the Manchester City mark — menus, aprons, even the walls.
Every detail carried the Manchester City mark — menus, aprons, even the walls.
No detail missed — Manchester City branding ran through the entire space.
No detail missed — Manchester City branding ran through the entire space.
Joleon Lescott teamed up with chef Ana Sofia Fehn for a live cooking demo during the event.
Joleon Lescott teamed up with chef Ana Sofia Fehn for a live cooking demo during the event.
Premier League champion Joleon Lescott shared stories from his playing career.
Premier League champion Joleon Lescott shared stories from his playing career.
The two brought both football and food to the table — with a dish guests got to try for themselves.
The two brought both football and food to the table — with a dish guests got to try for themselves.
Maxwell's Flavors of Football presented by Manchester City Football Group, Asahi and Mundial Partners.
Maxwell's Flavors of Football presented by Manchester City Football Group, Asahi and Mundial Partners.
Man City supporters, soccer fans, and members of the Maxwell community gathered for an evening of sport and culture.
Man City supporters, soccer fans, and members of the Maxwell community gathered for an evening of sport and culture.
An intimate crowd came together just days before Man City's Club World Cup journey in the U.S. began.
An intimate crowd came together just days before Man City's Club World Cup journey in the U.S. began.
From familiar faces to first-timers, this was a new kind of gathering at Maxwell.
From familiar faces to first-timers, this was a new kind of gathering at Maxwell.

Super Bowl Watch Parties at Maxwell

Super Bowl Sunday is one of the biggest nights in American sports, and at Maxwell, it’s also one of the most atmospheric. For Super Bowl LIX, held on February 9, 2025, as the Kansas City Chiefs faced off against the Philadelphia Eagles in New Orleans, Maxwell hosted a watch party that combined big-game energy with our signature style and hospitality.

Guests gathered in viewing rooms, carefully set for comfort and character. Large-format screens carried the broadcast live, while our bar team served game-day drinks alongside a tailored food menu. From kickoff to the final whistle, rooms were dialed in from playlist to projection.

Subtle football-themed touches added warmth and humor to the space, including custom lanterns. As with all Maxwell events, the experience was shaped by intention, a properly hosted night for people who wanted to enjoy the game and the company.

The result was a sports viewing experience rooted in hospitality where members could settle in, hear the commentary clearly, and be surrounded by people who actually care about the game.


An evening that combined big-game energy with Maxwell’s signature setting and hospitality.
An evening that combined big-game energy with Maxwell’s signature setting and hospitality.
One of Maxwell’s viewing rooms set for the game, blending comfort with character.
One of Maxwell’s viewing rooms set for the game, blending comfort with character.

Euro Finals Watch Party with Soccertes

For the UEFA Euro 2024 Final, Maxwell hosted a match-day celebration co-presented with Soccertes—a gathering that brought together football communities for one of the most anticipated games.

Guests watched Spain take on England on the big screen, surrounded by fellow fans, Saintwoods VODKA cocktails, and a room full of nervous energy. From the first whistle to the last, every play hit harder in a space designed for people who actually care about the match.

This was about building atmosphere. Carefully tuned screens and sound, custom menus, and a crowd that leaned in. As with every Maxwell sports event, the details mattered—from the room layout and screen placement to the timing of service and the way the space was programmed for the match.

By the time Spain lifted the trophy, guests had gone through minutes of tension, cheers, and shared celebration. A proper ending to a tournament that got the Maxwell treatment from first kick to final goal.

An electric night that showcased Maxwell’s ability to turn major matches into immersive, community-driven events.
An electric night that showcased Maxwell’s ability to turn major matches into immersive, community-driven events.

Address: 135 Watts, Floor 1, New York, NY, 10013

Walkable TO Westside Highway, One World Trade Center 9/11 Memorial, Duane Park, Battery Park

Nearby Neighborhoods

Tribeca, Financial District, SoHo, West Village, Greenwich Village, Nolita, Hudson Square

HOTELS NEARBY

Foquets, Greenwich Hotel, Arlo Soho, The Roxy, Soho Grand, The Frederick Hotel, Warren St Hotel, The Dominick, Hotel Hugo

LATE NIGHT spots nearby

Paul's Casablanca, Paul's Baby Grand, EAR Inn

Dinner spots nearby

The Odeon, Locanda Verde, Forgione, l'abeille, Wolfgang's Steakhouse, Yves, Mr Chows

Subway lines
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Ready to join the family? We can’t wait to host you.

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Ready to join the family? We can’t wait to host you.

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