Athletes First Brings “The Block” Home to Los Angeles for the Big Game
10.01.2026
Athletes First to take over The Majestic Downtown with exclusive VIP parties, brand activations for elite NFL athletes, influencers and partners, and live content from media partner AMP Sports
LAGUNA HILLS, Calif. and BALTIMORE – Oct. 1, 2026 – Athletes First, the premier sports representation and marketing agency, is bringing its premium hospitality and activation destination, “The Block,” home to Los Angeles, 30 minutes from the agency’s Orange County headquarters, for three days leading up to the Big Game. The third edition of The Block is its largest yet, and for the second consecutive year, AMP Sports will serve as the exclusive media partner.
“Athletes First presents The Block” runs Feb. 11-13, 2027, at The Majestic Downtown, a historic landmark and filming destination in downtown Los Angeles built in 1924. At 30,000 square feet, it is the largest venue in The Block’s history.
The venue’s three distinct spaces, The Main Hall, The Reserve and The Catwalk, will serve as Athletes First’s hub for the week, hosting the agency’s industry-leading roster of NFL clients, celebrities, influencers and partners. The weekend will feature special-themed activations celebrating Los Angeles style and lifestyle, the third annual Celebrity Spades Tournament, one of the hottest tickets among NFL players, and Botox & Bubbly, an invitation-only afternoon built for the women who shape the game.
The Block was built to give Athletes First clients and the extended A1 Family the best hospitality experience of Big Game week, and it has become the one place all weekend where everyone there wants to be there.
For three days leading into the game, The Block will offer brand partners highly customizable opportunities to:
- Put products and services directly in front of the NFL’s most influential players, legends and decision-makers through live moments, meet-and-greets and surprise appearances.
- Capture premium, ready-to-use social and digital content through on-site production teams and dedicated athlete media integrations.
- Reach a concentrated audience of athletes, influencers and business leaders across sports, business, culture and entertainment in one location, over one weekend.
As the event’s exclusive media partner, AMP Sports will bring its national slate of premium shows and talent to Los Angeles. Hosts from AMP Sports’ original video podcasts, including a wide array of former athletes and media personalities, will be on site all weekend, recording live shows with marquee guests and engaging directly with fans. AMP Sports’ partner brands will also activate across the venue with fan-facing experiences, in-show integrations and custom events running throughout the three days.
“Bringing The Block to Los Angeles in February is our biggest opportunity yet to showcase the Athletes First family to the industry,” said Matt Shulman, Senior Vice President of Partnerships and Integration at Athletes First. “Together with our partners at AMP Sports, we continue to build a platform that delivers an unmatched experience for our NFL clients and a customized activation platform that provides real value for brands.”
“We’re excited to build on our partnership with Athletes First. The Block has become a premier destination in one of the biggest sports and entertainment environments of the year, bringing together athletes, talent, brands and fans in a way that goes well beyond a traditional media partnership,” said Rich Cooke, Vice President, Audio Programming, Sinclair/AMP. “We’re going even bigger this year, expanding our live programming, premium content and custom brand experiences to create high-impact moments that resonate on site and extend to audiences across every platform.”
Athletes First has a longstanding tradition of hosting exceptional hospitality events, with recent activations in Los Angeles, Phoenix and Las Vegas attracting top-tier athletes, coaches and celebrities. The Block made its debut in New Orleans in 2025 and returned for a second edition in San Francisco this past February. Past editions have drawn hundreds of NFL players and celebrities, including Athletes First clients such as Aaron Donald, Dak Prescott, Micah Parsons, Derrick Henry, Jordan Love, C.J. Stroud, Jalen Ramsey, Derwin James, Justin Herbert, Drew Bledsoe, Ed Reed and Reggie Wayne, along with stars across sports and entertainment including Shaq, Odell Beckham Jr., Angel Reese, Shane Gillis, Brooks Koepka, Jena Sims, Zach Bryan, Kate Upton, Ryan Clark, and last year’s surprise performers Diplo, Fabolous and 2 Chainz.
About Athletes First
Athletes First was named for its mission before it had a single client. Founded in 2001, the firm represents elite players, coaches, executives and broadcasters, and is the most trusted partner in sports for the brands, leagues and players’ associations that work alongside them. Its events, properties, media and marketing divisions were each built to create more value and opportunity for its clients. For more information, visit athletesfirst.net or follow us on Instagram, X and LinkedIn.
About AMP Sports
AMP Sports, a division of Sinclair’s AMP Media, connects brands to passionate sports fans with national scale, regional impact and local relevance. AMP Sports distributes highly engaging programming across linear and digital platforms, powered by a growing slate of original video podcasts, including The Triple Option with Urban Meyer, Mark Ingram II and Rob Stone, Unfiltered Soccer with Landon Donovan and Tim Howard, Throwbacks with Matt Leinart and Jerry Ferrara, Post Moves with Candace Parker and Aliyah Boston, Cousins with Vince Carter and Tracy McGrady and Style of Play with Julie Ertz and Kealia Watt. AMP Sports also produces and distributes a robust network of college and professional football shows. AMP Media, in partnership with SMAC Productions, also operates The Intersection, an original podcast network featuring Get TO The Point, with Terrell Owens and Chris Spencer and Hustle Like You’re Broke with Michael Strahan and Constance Schwartz-Morini.
Contacts:
Carmine N. Tiso for Athletes First, [email protected] or (917) 453-4296
Jessica Bellucci, Sinclair, [email protected]