Attendees at NBA games, MLB games and other Budweiser-sponsored events may have a special treat in store this year.

Anheuser-Busch InBev is activating its sports portfolio with Budweiser Live, a pop-up footprint that offers immersive post-game experiences.

The program combines Budweiser’s four key passion points—sports, culture, music and food—wrapped around a sports viewing experience.

Anheuser-Busch unveiled the program this past weekend at the 2018 NBA All-Star Game presented by Kia at the Staples Center in Los Angeles.

“Budweiser Live is designed to rally the brand and our fans around the top sports moments of the year. This year, we plan to bring Budweiser Live to over 20 moments and sport occasions, with the footprint itself coming to life in different forms depending on the market and the moment,” said John Seiler, Anheuser-Busch director of NBA and MLB partnerships.

Anheuser-Busch will host the pop-up at sponsored events and remote locations.

The company last weekend hosted Budweiser Live at City Market Social House, an event venue located roughly one mile away from the Staples Center.

The event featured tastings with brew masters, musical performances (T-Pain, A Boogie With Da Hoodie, etc.), half-court knockout, street baller games, art exhibits, NBA legends appearances and custom clothing creations (Levi’s hosted a tailor shop where attendees could personalize and purchase clothes).

The event was open from 6 p.m. to 1 a.m. on Friday, February 16th and from 2 p.m. to 1 a.m. on Saturday, February. 17th.

Anheuser-Busch created Budweiser Live in partnership with Levi’s, The Player’s Tribune and Bleacher Report. The event is presented by Operation Gratitude, a nonprofit that provides care packages for military troops.

Anheuser-Busch eventually plans to take the program to on-premise accounts, said Seiler.

“In the future, we hope to bring a grassroots element to Budweiser Live to translate the concept to sports bars across the country.”