Celebrities Worldwide‘s associate company Upfront assisted leading London events company Itch by inviting celebrities to the exclusive UK screening of Super Bowl XXXVIII beamed live from Reliant Stadium, Houston, Texas, on Sunday February 1st at the prestigious Ministry of Sound, London. Celebrities invited included Luke Perry ("Beverly Hills 90210") and Alyson Hannigan ("American Pie") who are in London to perform in the West End stage production of "When Harry Met Sally" at The Theatre Royal Haymarket,
The club was transformed to reflect the atmosphere of the American Super Bowl creating an exciting and unforgettable experience. The outside forecourt was completely turfed while the whole ground floor of the club was astroturfed throughout.
Richard Blackwood hosted the evening, and Sophie Blake reported live from the event for Sky Sports.There was also live entertainment from Big Brovaz (winners of Best Newcomer & Best UK Act at Mobo Awards 2003; Nominees for Best British Urban Act, Brit Awards 2004), the infamous Cuban Brothers, the official Scottish Claymores cheerleaders and a Reebok fashion show choreographed by Big Chief.
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