THE PRICE OF GAME: GQ, Lacoste and Cadillac partnered to host a box of celebs and clients at the Super Bowl. The face value of each ticket was $1,200 each for 43 attendees, plus catering and other expenses. Guests included Chris Brown, Adrian Grenier, Kevin Dillon, director Michael Bay and Andy Roddick and his wife Brooklyn Decker — although she left early to join a nearby box with cast mates Jennifer Aniston and Adam Sandler from the upcoming film “Just Go With It.”

It’s money well spent, according to Steve Birkhold, chief executive officer of Devanlay US Inc., the apparel and accessories licensee for Lacoste. “With the heritage we have as a brand with athletics, I thought it was important to do something in a more U.S. market-centric way,” he explained. “We are linking the brand to relevant U.S. events, including Coachella and the South Beach Wine & Food Festival. We 100 percent plan to be back at the Super Bowl next year with GQ.”

This story first appeared in the February 8, 2011 issue of WWD. Subscribe Today.

GQ, Lacoste and Cadillac also partnered for a glitzy pregame party that was among the most celebrity-filled bashes of the week.

Bay, known for working with pneumatic robots in his “Transformers” films, told WWD he is slated to shoot a new Victoria’s Secret commercial on Friday in L.A. with a bevy of pneumatic models. His third “Transformers” flick comes out July 1 in 3-D and he said Rosie Huntington-Whiteley, a former Victoria’s Secret model who replaced Megan Fox in the series, “did a great job.”

Brown, who continues to rehabilitate his image, was looking ahead to the release of his new album, “F.A.M.E.,” on March 22, which he’ll support with an appearance on “Saturday Night Live” this weekend.

There was plenty of celebrity box hopping at the Super Bowl and adjacent rooms were occupied by Sean “Diddy” Combs, John Travolta, Alec Baldwin, Ron Howard, Alex Rodriguez and Cameron Diaz, David Arquette and pretty much the entire student body cast of “Glee.”

Meanwhile, on Saturday, Hilary Swank charmed locals with her “Don’t Mess With Texas” T-shirt at the Big Game Big Give soiree at the home of Philip and Lillie Romano. “Like my T-shirt?” she asked. “Well, my luggage got left behind, so this is what I found.”

A couple miles away at an Audi Forum dinner at the Rachofsky House, Jessica Lowndes also dressed it down in a frock by Express, though her red platform pumps were by Brian Atwood. “I love his shoes, but they are so small I have to buy a size-and-a-half up,” she said. Also passing through Audi’s media room was Matthew Morrison, who noted that Sunday’s “Glee” episode was “the most expensive we’ve ever done,” and promised the return of Gwyneth Paltrow. “She’s awesome,” he said. “We do a tango.”

— David Lipke and Holly Haber

CHUBB DEPARTS: Three months after Condé Nast Digital lost its ad sales and marketing power, its president, Sarah Chubb, said Monday that she was leaving the company. Her last day will be next week.

“It was time for me to go and do the next thing,” said Chubb. “Condé Nast has been through a lot of reorganization and change.” Chubb said she didn’t have a job lined up, but she would do some work as a consultant.

She has been with the company for 20 years — starting with the sales team at Vogue — and has been president of Condé Nast Digital (once known as CondéNet) since 2000.

In October, Condé Nast made several decisions that greatly affected the reach of Chubb’s division. Publishers were finally given the power to run the ad sales for their own respective Web sites, a responsibility that had been in the hands of Chubb’s group., one of the signature creations of CondéNet, was transferred to the Fairchild Fashion Group. And Condé Nast executives decided to develop all future tablet app creations with Adobe instead of with Condé Nast Digital, which had developed apps for Glamour, GQ and Vanity Fair (and which will all soon have apps developed by Adobe).

At the end of the shake-up, Chubb and Condé Nast Digital oversaw sites like Reddit, Epicurious and Only a few months later, Chubb decided it was time to leave and check out the world outside of Condé Nast.

“It’s actually quite exciting to see Condé Nast as a whole become more and more and more digital, which I’ve played a big part in,” she said. “But I don’t know that they need me as much as they did only because we’re really on that road.”

Condé Nast president Bob Sauerberg said a successor would be named in the next few weeks.

— John Koblin

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