Lobos & Ciroc: The Complete Package

In partnership with Big Night Entertainment, Lobos 1707 will introduce Lobos Live and Ciroc Athletic Club, New England’s premier live music, entertainment, and lifestyle destination.

The Opportunity

Strategically located at the gateway to TD Garden, Lobos Live will put the Lobos brand at the epicenter of Boston’s cultural and sports universe. With exposure to millions of fans from across New England attending Bruins and Celtics games, world-class concerts, and premier events, Lobos will become an integral part of the region’s live entertainment experience.

This partnership goes far beyond naming rights. Through a dynamic blend of entitlement, immersive brand presence, digital engagement, first-party data access, and a high-impact social strategy, Lobos will own a powerful position not just in Boston, but across New England. With unmatched access to the region’s most influential decision-makers, tastemakers, and trendsetters, Lobos will solidify its role as a cultural force. Amplified by substantial out-of-home visibility and exclusive content integration, Lobos Live is more than a venue—it’s a platform for regional dominance and cultural connection.

The Venue

LOBOS LIVE is a premier luxury music hall unlike any other venue in Boston.

An expert blend of Big Night’s nightlife expertise with the world's leading live entertainment company, that revolutionizes the standard music hall experience. In conjunction with Live Nation and Ticketmaster, Big Night Live gives guests exclusive access to their favorite artists spanning all genres of music.

Accommodating 2000 people, the multi-level performance and event space features 26 VIP tables with bottle service, LED walls surrounding the stage, a state-of-the-art supersonic sound system, three expansive bars, as well as luxurious private suites overlooking the stage. The space offers every guest the best view in the house, fully elevating their nightlife and live music experience.

The Audience

Lobos Live sits at the intersection of culture, influence, and scale. With a footprint that extends far beyond Boston, the venue draws from a powerful cross-section of New England’s most coveted demographics: high-earning professionals, urban tastemakers, tech and finance leaders, students from the nation’s top universities, and culture-driving millennials and Gen Z.

Each year, more than 3 million fans pass through TD Garden and its immediate surroundings—whether for Bruins and Celtics games, sold-out concerts, or signature nightlife events at Lobos Live. This high-density traffic translates into real-time brand visibility among decision-makers, content creators, and trendsetters across every major industry in the region.

Our audience isn’t just large—it’s active, influential, and highly social. These are the people shaping what’s next: from CEOs and media buyers to artists, athletes, and digital natives who amplify every experience. With a robust social amplification strategy and content flywheel in place, Lobos gains not only exposure but cultural equity—embedding the brand organically into the daily lives of New England’s most engaged consumers.

The Location

Lobos Live is anchored at the front door of TD Garden and North Station, two of the most heavily trafficked destinations in New England. Nestled within The Hub on Causeway, Boston’s premier entertainment and transit corridor, the venue sits at the convergence of sports, culture, and commerce.

With direct visibility to millions of annual visitors, including Bruins and Celtics fans, concertgoers, daily commuters, and tourists, Lobos Live offers unrivaled brand exposure in the heart of the city. It’s not just a prime location—it’s the pulse point of Boston.

The Fan Experience (watch)

The Hospitality

Lobos Live is elevated by the unmatched hospitality expertise of Big Night, the team behind some of the most iconic nightlife, music, and lifestyle experiences in the country. With a portfolio of award-winning venues and a reputation for flawless execution, Big Night delivers hospitality that’s not just premium—it’s unforgettable.

From personalized guest services and seamless VIP entry, to dedicated concierge teams, luxury suite management, and curated brand experiences, every touchpoint is designed with precision and intention. Whether hosting Lobos’s most valued guests or activating with fans on the floor, Big Night ensures every Lobos Live moment is executed at the highest level.

This is more than entertainment—it’s hospitality as a signature artform. Trusted by Fortune 500 brands, A-list talent, and cultural leaders, Big Night brings the kind of operational excellence that transforms a branded venue into a world-class destination. With Lobos, that reputation only gets stronger.

The Marquee

Big Night Live’s iconic digital billboard The Marquee commands the entrance to TD Garden with unmissable energy.

Featured in every major broadcast from playoff wins to sold-out shows, it’s more than a screen—it’s a cultural landmark. Every fan, concertgoer, and passerby is directly exposed, making it one of the most visible and photographed placements in all of New England.

Paired with our dynamic LED and HDTV network, programmed in sync with every event across Lobos Live, your brand doesn’t just show up. It takes over.

The Ecosystem

Lobos Live is more than a single venue—it’s a gateway into a powerful regional network. As part of the partnership, Lobos will receive cross-venue hospitality and promotional support across 10 additional Big Night venues throughout New England. From priority ticketing and VIP hosting to integrated branding and co-promotions, Lobos’s presence will extend across the entire ecosystem—reaching fans in every major market from Boston to the shoreline. This multi-venue alignment maximizes visibility, drives regional impact, and ensures that Lobos’s investment lives well beyond the walls of a single location.

Ciroc Athletic Club
at Lobos Live

Studio B is a fully modular, design-driven venue built for evolving brand experiences. With built-in tech, luxury amenities, and flexible layouts, it’s the ideal home for up to 6 annual Ciroc Athletic Club activations, each uniquely staged within one cohesive, elevated environment.

Lobos Tequila Bar

Located right at TD Garden’s main entrance, Lobos Tequila Bar is a lively and vibrant hotspot that draws in fans before and after Celtics games, Bruins matches, and concerts. The venue is equipped with a state-of-the-art sound system, carefully designed ambient lighting, a dynamic DJ booth, and exclusive VIP tables to ensure a premium and memorable experience for guests. The expansive, beautifully designed bar prominently features a large tequila wall showcasing a wide selection, accompanied by striking artwork from renowned artists such as Alec Monopoly.

Ideal for gathering with friends for pre- or post-event drinks, Lobos offers an energetic and inviting atmosphere that perfectly captures the dynamic spirit and excitement of TD Garden.

The Creative

Powered by a best in class content and creative team, Lobos Live transforms every event into a stream of social ready storytelling. From fan generated UGC to professionally produced video recaps, reels, and brand aligned social moments, Lobos’s presence will be actively captured, amplified, and shared night after night.

Our in-house team is embedded on site at every show, curating a steady flow of high impact content that showcases Lobos’s investment in real time. Whether it’s the energy of the crowd, the exclusivity of the Lobos SkyClub, or the emotion of an artist shoutout, these moments become powerful social proof, turning brand participation into cultural currency.

The Official Tequila of Collectors

Through an exclusive partnership with CardVault by Tom Brady, Lobos and Ciroc have a distinct and exciting opportunity to become the official spirits of the collector community. CardVault, recognized as the largest premium sports card and collectibles retailer globally, holds a profound and meaningful connection with hundreds of thousands of passionate collectors. This collaboration not only reinforces the brands’ commitment to engaging with the collector audience but also positions them at the heart of a vibrant and growing market dedicated to preserving and showcasing prized collectibles. Together, Lobos and Ciroc will celebrate the culture of collecting, fostering deeper relationships and elevating the experience for enthusiasts around the world.

The Ambassadors

Collabmode by Big Night is a social content and UGC powerhouse, combining micro and nano influencers with major names like Travis Scott, Flau’jae, Diplo, and 50 Cent to deliver viral campaigns that generate massive reach.

With over 3,500 creators, we’ve driven 3.5 billion impressions globally. Collabmode partners with top brands such as Wynn Resorts, Live Nation, Boston Celtics, F1 Arcade, Fanatics, CardVault by Tom Brady, and Reebok to produce community-generated, platform-native content that resonates deeply with audiences.

Our innovative, community-first approach has placed us at the forefront of the influencer and creator economy.

Premier Out-of-Home

Presence on 11 Class-A highway billboards facing commuters entering and exiting the city.

High-impact locations include 93 North and South, Route 1 North and South, Route 1A, and Route 90 East and West.

The Numbers

The Plan

Lobos Live is built on a fully integrated partnership strategy—combining hospitality, brand presence, content, and cultural access across Boston and New England. Every touchpoint is designed to maximize visibility, engagement, and long-term brand equity in one of the most influential entertainment ecosystems in the country.

FEE & TERMS:
$1.5M USD annually for 5 years (+ exclusive option to renew)

  • As part of the entitlement, Lobos will serve as the exclusive headline brand affiliated with the venue, owning top tier visibility and brand alignment across all touchpoints. Lobos will receive priority access to premium locations within the venue, granted on a case by case basis, to activate in ways that drive traffic, deepen engagement, and amplify brand storytelling. Whether through VIP lounges, curated content zones, or custom installations, these integrations will position Lobos as both host and cultural participant.

  • Each venue will feature an exclusive Lobos-branded photo activation, encouraging guests to capture and share their experience. Lobos will cover all associated costs, including staffing, branding, production, and installation. Additionally, Lobos will collaborate with venue operators to offer a Fast Access Line for Lobos Lounge guests. All activations will be subject to final approval by the venue owner/operator.

  • Lobos will receive rights to outdoor venue signage where applicable, as well as a minimum of two static signage placements in high-traffic areas within each participating venue to ensure strong brand visibility. Signage opportunities may vary by location. Lobos will also have the ability to offer concertgoers and Lobos customers potential seat or VIP Club upgrades, subject to availability and Big Night approval. Additionally, Lobos will secure rights to an on-site, in-venue brand presence, with specific opportunities to be defined in collaboration with venue management.

  • A dedicated Lobos Live website will serve as the central hub for upcoming shows, affiliated venues, and exclusive fan experiences, including Lobos-only pre-sales when available. This platform will integrate with paid social, email, and SMS campaigns to drive engagement and ticket sales.

    The Lobos Live brand lockup will appear across a wide range of digital and traditional media, including banner ads, social content, email blasts, and concert promotions. Lobos will also gain exposure through billboards, digital displays, and venue signage, creating a powerful, multi-channel media presence across the region.

  • Big Night will produce a high-impact Lobos Live launch event, designed to generate significant buzz across media, social platforms, and the regional entertainment landscape. The event will feature alignment with a marquee artist performing at a participating venue that evening (subject to artist approval), along with curated experiences that showcase Lobos’s presence in a premium, culturally relevant way.

    Tactics may include VIP hospitality, branded activations, ticket promotions, media and influencer attendance, meet-and-greets, and real-time social amplification. Press coverage, content capture, and targeted digital promotion will ensure broad reach and long-tail visibility. Artist-related costs will be covered through the Artist Alignment, Experiences & Content Fund, and final execution will be based on partnership timing and approvals.