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GQ, Lacoste and Cadillac partnered to host a box of celebs and clients at the Super Bowl.

Hilary Swank

Hilary Swank

Photo By Courtesy Photo

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.”

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

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