To help Sabra maximize their position as the “Official Dip of the NFL,” Leverage created and produced a world-class Super Bowl Kickoff Party in NYC. Leverage managed all aspects of the event including concept creation, logistics, décor, VIP guest list, and production. Leverage secured Jay Williams from ESPN to host the party, which featured appearances by NFL stars Chris Ivory of the Jets, Pierre Garcon of the Redskins and Tamba Hali of the Chiefs. Jay Williams also conducted a live Q&A session with ESPN NFL Insider, Adam Schefter. The rousing event also featured a live band, electric violinist and the renowned DJ Irie.