For Super Bowl LIX, FOX Sports partnered with us for a first-of-its-kind live broadcast and fan experience across two Bourbon Street city blocks. Despite the logistical challenges of the iconic New Orleans location, the record-breaking seven-day event made broadcast history, drawing 23.4 million pregame viewers and about 40,000 fans.
Challenge
In 2025, we collaborated with FOX to produce a scale- and record-defining moment for the country’s biggest sporting event of the year, while integrating local and national broadcasting. The challenge was executing a weeklong, high-profile production in one of the country’s busiest and most logistically complex environments under tight deadlines without disrupting the live broadcast or guest experience. In addition, due to the tragic Bourbon Street attack of January 1, 2025, we knew we’d encounter heightened security restrictions and even more complex permitting. Nothing short of surgical precision and world-class production would do.
A Week to Remember
The event lasted a week, transforming Bourbon Street into a high-energy broadcast village by blending live entertainment and sports with the city's spirit. For five hours (and two street blocks) of live coverage, FOX’s on-air talent, including former NFL heavyweights like Terry Bradshaw, Michael Strahan, and Rob Gronkowski, engaged with attendees from a multi-level broadcast set. A number of interactive fan zones across Bourbon Street energized visitors.
If all that wasn’t enough, fans received a melodic cherry on top of their record-breaking experience: a surprise performance of “Hold My Hand” by none other than Lady Gaga. The singer’s stripped-down, emotional rendition of the Top Gun: Maverick anthem was so impactful and impressive that it won her her first Emmy for Outstanding Music Direction.
100% Precision
Behind the scenes, our production team worked in full force, navigating extraordinary circumstances for months leading up to the event. For every facet of the experience, from creative strategy and technical production to crowd flow, staging, and broadcast infrastructure, we provided:
Strategic direction
Production design
On-site execution
We had zero operational disruptions despite tight production windows, unprecedented security protocols, and complex permitting following heightened citywide restrictions.
Resetting the Standard
What began as an ambitious idea became a record-breaking, culture-shaping moment of partnership, precision, and creative risk-taking that elevated both FOX Sports and the city of New Orleans during the country’s biggest sporting event. With unparalleled reach and impact in one of the country’s most challenging locations, the experience set a new benchmark for how live broadcast, fan engagement, and city-scale production can operate as one seamless system without compromising security, operations, or audience experience.
Future is
Integrated
FOX Sports’ Bourbon Street takeover proved that when brands stop treating broadcast, experiential, and audience engagement as separate, they create exponentially more cultural relevance and reach. The future of large-scale marketing is about merging IRL with digital and tech by building experiences audiences can physically step into while millions simultaneously participate from afar. The most impactful brand moments today don’t happen in isolated environments. When media, culture, and physical experience converge in real time, records are broken, and something incomparable is created. The takeaway is clear: integrated live experiences are not supporting campaigns; they are the campaign.
STATS:
Record-breaking 23.4 million pregame viewers and ~40,000 fans on the ground.
A week-long production across 2 Bourbon Street Blocks
5 hours of live coverage featuring FOX talent like Terry Bradshaw, Michael Strahan, and Rob Gronkowski
Zero operational disruptions despite location, unprecedented security protocols and complex permitting
1 Emmy win in the Outstanding Music Direction category for Lady Gaga's surprise "Hold My Hand" performance
