DraftKings Inc. and Sports Illustrated hosted the second annual Augusta After Dark Presented by Venmo and Velocity Black on April 8, bringing together athletes, celebrities, and invited guests during one of golf’s most prominent weeks.
The private event, produced by Authentic Live, a division of Authentic Brands Group, drew DraftKings customers alongside figures from sports, entertainment, and business for an evening of hospitality and live music.
A performance by Dave Grohl headlined the event. Grohl, joined by bandmate Rami Jaffee, performed songs including “Everlong,” “My Hero,” and “Times Like These,” with attendees singing along throughout the set. Grohl described the atmosphere as “unreal,” citing strong crowd energy.
Guests included Shaquille O’Neal, Kevin Hart, Ray Lewis, Victor Cruz, and J.R. Smith, among others. O’Neal and Hart participated in a chipping competition set up at the venue.
Attendees were offered food, cocktails, and curated hospitality experiences. Velocity Black members had access to a private lounge as part of the event.
Supporting partners included HydroJug and Reebok. HydroJug distributed branded items to guests, while Reebok sponsored a chipping competition and displayed products on-site. Reebok, alongside Vince, also outfitted event staff.
Venmo hosted a golf simulator challenge, awarding prizes to participants with the closest shots to the pin.
“After an unforgettable debut last year, we’re excited to bring Augusta After Dark back for a second year with Sports Illustrated,” said Shawn Henley, chief customer officer at DraftKings. “This event is designed to celebrate our loyal customers with a premium experience that matches the scale of the week in Augusta.”
The event reflects Sports Illustrated’s expansion into live experiences tied to major sporting events, including SI The Party, Club SI, and the SI Invitational.
“Sports Illustrated has always celebrated the moments where sports and culture intersect, and Augusta After Dark is a perfect reflection of that,” said Matt Goldstein, executive vice president of Authentic Live. “Collaborating with DraftKings to create an intimate experience during one of golf’s most iconic weeks allows us to bring together athletes, entertainers, and industry leaders for a night that truly captures the energy of Augusta.”
The event is part of DraftKings’ broader effort to engage customers through its rewards program, which offers access to exclusive experiences tied to major sporting events.
