2025: A Year That Changed the Shape of CUE

There are years where you execute the plan, and then there are years where the work reshapes the plan entirely. For CUE, 2025 was the kind of year that clarified who we are, where we belong, and what we are capable of delivering at scale.

What once felt experimental became dependable. What felt regional became global. And what began as moments inside stadiums expanded into experiences that showed up anywhere people gather, participate, and care.

Big Moments, Built on Trust

Throughout 2025, CUE became a familiar presence in some of the most visible moments across sports and live entertainment. Championship runs, packed stadiums, international tournaments, these weren’t just highlights. They were environments where reliability mattered.

Working with organizations like the Los Angeles Dodgers, the Saskatchewan Roughriders, and the Philadelphia Eagles, CUE continued to move from “nice-to-have” to something more permanent, an embedded part of how fans participate at events.

At the league level, becoming an approved vendor within MLB’s digital ecosystem marked a quiet but important shift. It wasn’t about a single activation. It was about consistency, opening the door to more teams, more use cases, and building trust that the CUE Platform could show up day after day without friction.

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A Platform That Learned to Travel

If there was a defining theme of 2025, it was reach.

CUE became a truly international platform this year, expanding across Europe, the Middle East, India, and Australia with clients across 19 countries. From global tournaments like the FIFA Club World Cup and the Esports World Cup, to youth sports on the world stage at the Little League World Series, the platform proved it could adapt to different audiences, production environments, and cultural expectations.

That flexibility mattered because it gave teams options. One platform, adapting to different needs, environments, and audiences while still delivering an intentional and unique experience every time.

The Product Evolved

2025 was also a turning point behind the scenes.

The launch of web-based Light Shows changed how quickly and easily partners could create synchronized smartphone moments. Whether it was a global tour with Revolverheld, a traveling stadium activation with the Harlem Globetrotters, or a one-day special corporate event with Lowes, the experience became easier to launch and easier for fans to join.

Across sports, music, global events, and unexpected spaces, CUE programmed roughly 1,500 Light Shows in 2025. That number matters not because it’s big, but because it reflects repeatability. It showed that the platform wasn’t just scaling, it was settling in, becoming something partners could plan around, rely on, and build into long-term strategies.

Combined with Light Shows triggered by QR codes, Lite vs. Advanced modes, and continued UI/UX improvements, the platform became more stable, more scalable, and more dependable. It was the kind of growth that doesn’t always make headlines, but fundamentally changes what’s possible.

Beyond the Stadium Walls

While sports remained a core pillar, 2025 was also the year CUE pushed confidently into experiences beyond the stadium.

CUE powered PostUp at global events like the AIG Women's Open, giving fans a rare opportunity to share messages directly with their favorite golfers. That same mindset carried into unexpected places—from the Hanky Panky PostUp activation rolling through Times Square, to music tours with Post Malone and Megan Moroney, and long-running brand campaigns like Slim Chickens annual Slimsanity.

The work wasn’t just louder, it was broader. And it opened new doors for how brands, artists, and organizers think about participation.

The Human Part

None of this growth came from excess resources or oversized teams.

It came from people who showed up—across time zones, production rooms, flights, and late nights—solving problems, adapting quickly, and supporting one another through constant motion. As the work expanded, the expectations rose. And the team met them.

That part of the story rarely shows up in recaps, but it’s the reason the rest of this year worked.

2025, Wrapped

By the end of the year, CUE looked different in all the right ways.

More global.
More confident.
More embedded in moments that matter.

Still standing.
Still evolving.
And better positioned than ever for what comes next.

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