Taste of the Championship

CLIENT College Football Playoff

EVENT Taste of the Championship

VENUE 2024 Minute Maid Park, Houston, TX 2025 Georgia Aquarium, Atlanta, GA 2026 M2 Club, Miami, FL

The Challenge

Taste of the Championship is designed to spotlight the local culinary scene of each College Football Playoff host city while still delivering a high-energy, fan-forward experience. While the event is rooted in food and beverage, it must also feel celebratory and immersive, blending elevated cuisine with entertainment, visual moments, and experiential elements that create a true link to the host city.

Because the event travels to different cities and venues each year, the challenge was to remain authentic to each local market while maintaining a consistent CFP presence. The experience must excite guests for the host city's cuisine and deliver a memorable night that balances sophistication with fun.

The Execution

Assembli approached Taste of the Championship as a city-driven culinary celebration, curating each event around the local restaurant community while layering in entertainment and experiential design to elevate the overall atmosphere. The team partnered closely with local chefs and restaurants in each market, creating an environment that encouraged guests to explore, sample, and engage throughout the space.

Venue selection played a key role in shaping each experience, from transforming iconic sports and cultural landmarks to activating nightlife-driven spaces that amplified the energy of the event. CFP branding, lighting, décor, and production were thoughtfully integrated to enhance each setting without overpowering the venue or the culinary focus.

Live entertainment, curated photo moments, and interactive elements were incorporated throughout the event to maintain a festive, fan-forward atmosphere, ensuring the night felt as much like a celebration as it did a tasting experience. By balancing elevated food programming with immersive design and entertainment, Assembli delivered a consistent yet adaptable Taste of the Championship that highlighted each host city's culinary scene while creating an unforgettable guest experience year over year.