Create a pre-game event capable of cutting through the noise of the biggest sporting day in America while delivering meaningful value for sponsors, audiences and broadcast partners.

Competing for audience attention on Super Bowl Sunday requires more than another sports show. The event needed to feel culturally relevant, socially shareable and genuinely entertaining.

OS Studios partnered with Shaquille O’Neal to build a new entertainment property from the ground up. Broadcast live from Tampa, the show featured celebrity teams, viral challenges, live performances and sponsor integrations delivered across a four-hour live production.

Shaq Bowl generated massive audience engagement, delivered value for partners and established itself as a standout moment within Super Bowl weekend programming.

More than 10 million live viewers, 18 integrated sponsors and the most watched Super Bowl pre-game entertainment show ever produced.

Produced and broadcast a live entertainment format combining athletes, celebrities, music performances and competition inside a purpose-built Shaq Bowl arena.