The People's Pre-Game

An entertainment experience blending music, hospitality, and brand activations during marquee moments in the year's sports calendar.

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Fans per day

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Of Incredible Music

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impressions

Bigger + More

NPU hosted The City’s most anticipated Big Game party at Pier 70. Welcoming 10,000+ fans each day as VIP’s and celebrities filled the 140,000 sq. ft. warehouse for three unforgettable nights sponsored by DirecTV, AT&T and PepsiCO.

February 2026, the bar was raised at Pier 80. Three massive days, 3 genres of music, 60,000+ fans and the largest guest experience first celebration centered around the biggest weekend in sports.

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The People

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Fans Per Day

▼

Age

59%

AGES 24–35

59% Ages 24–35

19% Ages 35–44

17% Ages 18–24

Gender

50/47

M / F SPLIT

50% Male

47% Female

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+

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Unlike most Big Game events that cater exclusively to traveling VIP audiences, The Lineup attracts tens of thousands of young, highly engaged local party goers while seamlessly entertaining thousands of VIP’s, brand partners, celebrities and dignitaries.

* Demographic data from Tixr across all 3 events

Experience The Lineup

3 Days •
3 Genres

3 Distinct Crowds

Guest Experience

We believe the details matter. From surprise brass band performances to handing out warm late-night cookies. Our guests trust us to entertain them, make them feel special, and create lasting memories. We appreciate our fans and make sure they feel it at every event.

Space

Our locations are as unique as our shows. From giant warehouses to city streets and unconventional spaces. Giving people access to places they’d never normally go, and transforming spaces into unforgettable experiences.

Art

Artists are at the heart of our shows. We work with local and national creators. From large-scale sculptures and roaming bands to performers, actors, and local makers to create memories and experiences.

Talent

Three genres over three days, each night led by one of the world’s biggest headliners. While the music and audience change, the experience stays the same. World-class production, sound, and unforgettable entertainment for all.

Food + Beverage

Hyper-local and seriously delicious. We bring in amazing local restaurants so our guests can enjoy the best food in town, while supporting small businesses. Don’t forget your cookie! Fresh baked - warm Chocolate Chip Cookies at the exit… for everyone!

Brand Partners

We partner with brands that understand who we are and what our fans love. Together, we create experiences that hit different. Blending music, energy, and community into every moment.