Elevating the Big Game: IMI Events teams up with Aramark Sports + Entertainment to Bring Experiential Brunch to Super Bowl Weekend
By Jeanette Rolla, Director of Accounts & IMI Events | March 30, 2026
As major sporting events continue to evolve into full-scale entertainment platforms, Aramark Sports + Entertainment remains at the forefront—creating environments where innovative cuisine, vibrant social energy, and thoughtful design all come together. In February, the team partnered with IMI Events for their 9th annual Super Bowl Brunch at Oracle Park in San Francisco, showcasing how a pregame gathering can become a highlight in its own right.
Brrrrunch on the Bay—a nod to San Francisco’s cool waterfront climate and iconic setting—was built with a beverage program designed to deliver as beautifully as it looked. In partnership with leading spirits brands, IMI Events curated a collection of trend-forward, sessionable cocktails that balanced visual impact with high-performance execution, purpose-built for a dynamic daytime crowd.
Every detail was engineered to balance craft with scale. Pre-batched cocktails, precision garnish kits, and an optimized bar flow allowed for seamless, high-volume service without missing a beat on quality.
Curation anchored the program, blending elevated classics—spritz variations, premium spirit cocktails, and reimagined San Francisco icons—with a strong sense of place. Seasonality kept the menu feeling fresh and relevant, while wine and beer were given equal attention, featuring perfectly chilled pours, premium varietals, and curated selections designed to complement both the culinary experience and the moment.
Beyond the bar, IMI Events created an environment that felt both elevated and inviting—transforming brunch into an immersive extension of Super Bowl weekend. The experience unfolded across multiple spaces within Oracle Park, including the Gotham Club, where a speakeasy-style setting paid homage to the Giants’ legacy.
One of the standout moments: a champagne and dessert room overlooking the bay, where interactive experiences brought guests closer to the brands and the people behind them.
From wax-dipping wine bottles with Joe Wagner of Copper Cane to a meet-and-greet and gin cocktail tasting with William H. Macy in collaboration with Woody Creek Distillers, these touchpoints added an element of discovery, connection, and surprise.
The experience didn’t stop at the concourse—it spilled right onto the field. The warning track was transformed into an open-air lounge with plush, sink-in seating that invited guests to stay awhile. At the center, a sculpted ice bar stole the show, complete with an ice luge pouring perfectly chilled cocktails with a bit of drama. Nearby, a stacked seafood tower delivered that over-the-top, celebratory energy, while a winter pop-up shop offered custom scarves and hats—equal parts style, function, and a take-home piece of the experience.
Behind it all, seamless execution made everything feel effortless. IMI Events, alongside Aramark, led end-to-end coordination across F&B logistics, staffing, vendor partnerships, and back-of-house flow—ensuring every detail worked exactly as it should, without guests ever seeing what it took to get there.
This is where the strength of the IMI Events and Aramark partnership really comes to life—bringing together creative vision and operational expertise to ensure every detail lands, from the first sip to the final send-off.
Brrrrunch on the Bay is a clear example of what’s possible when beverage, design, and experience move in sync. Together, IMI Events and Aramark didn’t just host a brunch—they created a moment that became part of the energy surrounding one of the biggest weekends in sports.
