Why Watch Parties Are the New Live Events—Lessons from ALSD 2025

At ALSD 2025, our breakout session with John McDermott and Dan Loaskie turned heads—and not just because of our unapologetically bold takes and Rocky-related memes. The packed room was proof: watch parties have quietly become the live events to beat.

Watch parties and hybrid events are fueling fan culture.

Here’s what we explored—and why brands should be paying attention:

1. Why watch parties are the new live events—and how brands can win big by showing up

Live sports aren’t the only stage—watch parties have become the new frontier. When brands bring unexpected experiences, community energy, and shared anticipation, they don’t just sponsor—they own the moment. And yes, the ROI is real.

2. How modular design and rapid deployment make brand activations scalable and sustainable.

We shared how smart modular design lets us build activations fast, across multiple venues—without reinventing the wheel every time. Sustainability isn’t optional—it’s table stakes. We showed how plug-and-play structures keep us agile and green.

3. The power of physical presence in a digital age: blending spectacle with intimacy.

Screen-first, click-first, swipe-first—then walk into a space that surprises you. That’s the sweet spot. We unpacked why bringing people together in person builds deeper emotional impact than any algorithm can.

4. Inside the Mercedes‑Benz Race Day activation: what worked and what’s next.

We lifted the veil on our Mercedes‑Benz Race Day build—from jaw-dropping visuals to speed bumps that taught us lessons on site. Then we shared how we're doubling down on agility and authenticity for next time.

TL;DR What This Means for Brands...

• Watch Parties have momentum - brands should elevate experiences beyond the screen

• Use modular elements and fast-builds to scale smarter, not harder

• Be good enough to get off the couch for. When it comes to IRL presence make every moment count

Want the full story? Flip through our presentation here: