Rooftop2 will handle the live production for Maxim’s main events—the Maxim Hot 100, Halloween and Big Game parties— as well as build and create digital, social and experiential brand activations and live experiences, secure talent and musical performances.

Now referred to as “Maxim Experiences,” the events will mirror the fantasy and aspirational elements of the Maxim brand. In addition, Lagardère Sports and Entertainment will market and sell the events, in respect to partnerships and tickets.

all three events.

“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,” says Robert Price, chief operating officer, 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 to bringing the Maxim brand to life for our readers and trusted partners.”