– Lagardère Plus Agency Rooftop2 Productions to produce the Maxim Hot 100, Halloween and Big Game parties –

 NEW YORK, 19 June 2018 –Maxim and global marketing agency Lagardère Sports and Entertainment today announced a new joint venture to redesign, produce and market the Magazine brand’s three annual tentpole events – the Maxim Hot 100, Halloween and Big Game events – as the new “Maxim Experiences” platform.

The Maxim Experiences will reflect the Maxim brand of unparalleled luxury that is part fantasy, part aspirational and part attainable and bring it to life in new and highly inventive ways. As part of the joint venture, Lagardère Sports and Entertainment will market and sell the events, from both a partnership and ticket perspective.  In addition, experiential marketing and production agency Rooftop2 Productions, which is part of Lagardère Plus, the global partnership marketing agency of Lagardère Sports and Entertainment, will handle all the live production for all three events, build and create digital, social and experiential brand activations and live experiences, secure talent and musical performances.

“We are excited to partner with Lagardère Sports and Entertainment and Rooftop2 Productions to elevate the Maxim brand through these three large-scale event experiences,” said Robert Price, Chief Operating Officer of Maxim. “Launching with The Maxim Hot 100 event on July 21 in Los Angeles, followed by Maxim’s Halloween event and culminating with the legendary Maxim Big Game Weekend in Atlanta. We look forward bringing the Maxim brand to life for our readers and trusted partners.”

The Maxim Experiences, which garnered over 2 billion media impressions in the last year, will include inventive branding opportunities with a focus on social amplification and a multi-event platform.

“Maxim is one of the preeminent brands in lifestyle and entertainment, and their events collectively embody luxury, style, and sophistication to a very desirable audience,” said Marc Riccio, Executive Vice President, Commercial, Lagardère Sports and Entertainment. “We look forward to have our Lagardère Sports and Rooftop2 Productions teams collaborate with them on the new Maxim Experiences platform and help reimagine these events in a way that lets more people experience them in new and exciting ways.”

The first event in the redesigned series is the Maxim Hot 100 Experience, which coincides with the magazine’s July/August issue – on newsstands today featuring cover star Kate Upton. The Maxim Hot 100 has been a staple for the brand since 2000 and celebrates the 100 most influential, tastemaking and trendsetting women across the globe. Previous cover stars include Hailey Baldwin, Taylor Swift, Miley Cyrus and Stella Maxwell, and past event performers include DJ Khaled, Iggy Azalea and Nick Cannon.

The second event is the Maxim Halloween Experience, which brings the holiday to a new level with a top of the line set, production design and new theme each year. Jason Derulo and Nick Jonas are among several, star-studded headliners that have previously performed at the event.

The third event is the Maxim Big Game Experience, which dominated the marketplace in Minneapolis this past February, and brings together celebrities, athletes and CEOs at the intersection of sports, fashion, music and art.

For more information on Maxim Experiences including event details, sponsorship packages and tickets, please visit www.MaximExperiences.com and follow @MaximExperiences on Instagram.



Melanie Wadden | melanie@berkcommunications.com, 323-798-3921

Didier Morais | didier@berkcommunications.com, 646-351-8556

Carmine Tiso | ctiso@lagardere-se.com, 212-767-5725