From the Bay to the Big Game: Flavortown Takes Over Super Bowl Sunday

As Super Bowl weekend reached its fever pitch, Guy Fieri turned the Cow Palace into the epicenter of pregame energy with Guy Fieri’s Flavortown Tailgate, one of the largest free Super Bowl events in the country. Just hours before kickoff, more than 10,000 fans flooded the iconic venue 40 miles north of the big game site to experience a bold, high-octane celebration that felt equal parts food festival, concert, and classic American tailgate.

The Bay Area native brought his unmistakable personality home, transforming the Cow Palace into a full-scale Flavortown takeover. From Diners, Drive-Ins and Dives restaurant pop-ups to Guy’s custom-created culinary concepts and beloved local favorites, the event featured 10+ culinary experiences designed to satisfy every craving imaginable. Guests sampled free bites from top food partners, paired with ice-cold beer, creative cocktails, and a nonstop flow of tailgate fun.

Music played a starring role in the day’s festivities, with live performances by Tucker Wetmore and Loud Luxury delivering the perfect soundtrack to Big Game Sunday. The crowd—packed with fans ready to celebrate football’s biggest day—danced, sang along, and soaked in the electric atmosphere that only a Guy Fieri production can deliver.

The star power didn’t stop on stage. The tailgate drew an impressive lineup of celebrity guests and sports legends, including Rob Gronkowski, Eli Manning, Aaron Jones, Navarro Bowman, Eric Kendricks, and comedian Bill Burr. One of the day’s most talked-about moments came when Guy and Burr shared cigars and laughs, capping off a years-long running joke as Guy finally scored Burr’s phone number—after “hounding” it from fellow comedian Bert Kreischer for years.

Produced by Medium Rare and presented by SpotOn, the event leaned hard into its fan-first mission. With support from major sponsors including Anheuser-Busch, Carnival Cruise Line, Verizon, Velveeta, King’s Hawaiian, Sabra, Pendleton Whisky, Santo Tequila, and Coke Zero, Flavortown Tailgate wasn’t just about spectacle—it was about access. Carnival Cruise Line provided free entry to 2,000 veterans and active-duty military members, while SpotOn guaranteed entry for many local food service workers, underscoring the event’s community-driven spirit.

At its core, Guy Fieri’s Flavortown Tailgate was a celebration of the people who love food, football, and a good time—no tickets, no barriers, just pure, unapologetic fun. A deep-fried Super Bowl party in every sense, it brought together a devoted crowd of diners, drive-ins, and dives devotees and sent Super Bowl weekend in San Francisco out in unforgettable Flavortown style.