CUE Expands in Europe, Driving Innovative Fan Engagement Across Top Sports and Entertainment Events

Since establishing its dedicated European sales and client service team in London this July, CUE has quickly forged partnerships with some of the continent's most renowned sports and entertainment organizations. Led by Jack Colton, a London native with deep experience and relationships in the sports and live events industry, this team has hit the ground running, delivering innovative fan engagement activations across the region.

CUE's technology has made a significant impact on rugby, with clubs across Europe using its platform to transform matchday experiences. Northampton Saints became the first rugby team to integrate CUE's smartphone light show and, recently, PostUp, enhancing fan interaction at games. Leinster Rugby followed with a season-long deployment of light shows at Aviva Stadium. At the same time, Harlequins Rugby set a new record for the largest light show in European rugby history at Allianz Stadium during an impressive halftime show, drawing 82,000 fans during the Big Game 16 against Leicester Tigers on Saturday, December 28.

‍

Jack Colton, CUE Commercial Manager EMEA, shared, "2024 was a milestone year for CUE in Europe, as we laid the foundation for groundbreaking fan engagement across the continent. Strengthening our collaboration with Tottenham Hotspur, we also expanded our Premier League presence by partnering with Arsenal and Southampton. Beyond football, our impact on European Club and International Rugby was profound, with the Welsh Rugby Union (WRU), Irish Rugby Football Union (IRFU), Munster, Bath, and La Rochelle embracing CUE's technology to elevate live audience experiences."

CUE's reach continues to grow in collaboration with Event360. The company activated groundbreaking fan experiences for the Lionesses' historic matches at Wembley Stadium, helping set new standards for women's football with over 35,000 fans participating in the Light Show and other activations. SailGP's global tour kicked off in Dubai last month, bringing fun and surprise to fans through augmented reality facial filters featured on video displays at each event.

In the Premier League, Southampton FC has also seen significant fan participation using PostUp, with a remarkable volume of fan photos submitted at every game. Tottenham Hotspur, now in its second year of partnership, continues to push the boundaries of fan engagement with a suite of products in the CUE Platform, including Light Show, Trivia Mania, PostUP, and Fanatic Filters.

Arsenal FC debuted a spectacular CUE-powered light show during their Champions League clash on January 22, 2025. This activation marks the beginning of a promising new partnership, further solidifying CUE's position as the go-to partner for innovative fan engagement across Europe.

CUE's commitment to revolutionizing fan experiences is evident in every activation, helping organizations drive fan engagement, enhance commercial opportunities, and unlock new revenue streams. With each partnership, CUE continues to set the bar for fan engagement innovation in sports and entertainment.

"As we look to 2025, we're eager to deepen our support for these valued partners while expanding into new territories and sports, including Cricket, Rugby League, MMA, Basketball, and more."

‍
Read more customer stories here.