GBK Brand Bar ESPY Week Luxury Lounge & FIFA Semifinal Viewing Party IN NYC
On July 14, GBK Brand Bar hosted its annual star-studded ESPY Week Luxury Lounge & FIFA World Cup Semifinal Viewing Party at the 6 Columbus Hotel Penthouse in New York City. The exclusive, invitation-only event brought together ESPY nominees, past winners, Olympic and Paralympic medalists, professional athletes, broadcasters, influencers, celebrity guests, media, and leading lifestyle brands for an unforgettable afternoon celebrating the intersection of sports, entertainment, luxury lifestyle, and world-class soccer.
Held ahead of sports’ biggest night, the event featured premium gifting, immersive brand activations, networking opportunities, entertainment, and a live FIFA World Cup Semifinal viewing, creating an unparalleled experience that brought together the excitement of the ESPYs with the worldwide enthusiasm and competitive spirit of elite soccer.
Guests experienced a curated showcase of innovative lifestyle brands spanning wellness, technology, beauty, travel, fashion, food, and publishing. Featured partners included InBody, highlighting its advanced medical-grade body composition technology; Nuropod by Parasym, showcasing its wearable neuromodulation technology designed to support nervous system health and performance; Your Book Is Your Hook, helping celebrities transform their personal stories into published works; Dulsa Botanical Complex, featuring its award-winning sugar-free wellness formula supporting gut health and metabolism; and Wontech USA, introducing the revolutionary Oligio X skin-tightening technology along with premium K-beauty products and exclusive treatment experiences.
This year’s ESPY Week celebration welcomed an impressive roster of athletes, sports figures, and entertainment personalities, including 2026 ESPY nominees Jake Adicoff, Mikaela Shiffrin, Megan Keller, Susannah Scaroni, Laila Edwards, Reece Atwood, Kyndai Stowers, and Teagan Kavan, as well as Olympic and Paralympic medalists Alex Shibutani, Melissa Ruiz, Maia Shibutani, Ali Truwit, Anna Johannes, Ryan Neiswender, Michael Prout Jr., McKenzie Coan, and Femita Ayanbeku.
The exclusive gathering also featured appearances by Cam Heyward, Miles McBride, Tyrone Tracy Jr., Armand Membou, Michelle Smallmon, Katie Feeney, Epiphanny Prince, Cam Little, Josh Wallace, Caroline Hendershot, Fabulous the Rapper, RHOBH star Sutton Stracke, and Bravo’s Next Gen NYC stars Georgina McCann and Shai Fruchter, alongside a mix of athletes, media personalities, creators, and celebrity guests who came together to celebrate sports, entertainment, and lifestyle.
Attendees were treated to a curated selection of premium gifts, immersive brand experiences, and exclusive offerings from a distinguished roster of partners, including Action Takers Publishing, Antigua Apparel, Tru Niagen Hydration, Baby’s Buns & Buckets, Legendary Foods, Hormbles Chormbles, Johnny Seriuss Events, LALO Tequila, Roots of Fight, Sailrock South Caicos, Solid Wiggles, and Speech Fox.
The afternoon extended the signature GBK experience, enjoying the FIFA World Cup Semifinal while soaking in the camaraderie and excitement alongside fellow sports figures and industry insiders. Guests mingled over gourmet appetizers, handcrafted cocktails, curated music, and elevated hospitality as they watched world-class soccer
Continuing GBK’s longstanding commitment to philanthropy, the Swim Up Hill Foundation & Soweto Swim School showcased its mission to expand access to swimming education and water safety across South African townships through new community facilities and youth programs. Giving back has always been central to GBK Brand Bar founder Gavin Keilly’s vision, with the company’s celebrity lounges supporting charitable causes, raising millions of dollars, and increasing awareness for organizations in need over the years.
Founded by Gavin Keilly, GBK Brand Bar is a leading luxury lifestyle gifting and experiential marketing company renowned for its celebrity gifting lounges, immersive brand activations, and exclusive events.
GBK is renowned for producing some of the industry’s most exclusive luxury gifting lounges and high-profile brand collaborations surrounding premier entertainment and sports events, including the ESPYs, the Emmys, and the Academy Awards. For more than two decades, GBK has connected leading brands with influential celebrities, tastemakers, and media through unforgettable experiential activations.
For more information on GBK Luxury Lounge: gbkbrandbar.com
Images by: Diane Kronstad, Jacklyn Gentilesco, Aaron Willins
