All Photos by Samantha Ysaguirre 📸
Paramount+ returned to SXSW 2026 with its annual activation, The Lodge, at Clive Bar on Rainey Street. This was my first year experiencing it, and the streaming giant made it worth the wait, blending its Western dramas with high-profile live sports on its platform.
When I first walked in, I was greeted by West Texas and the world of oilfields in Landman. I checked out the drinks available at the Patch Café Bar, inspired by the show, before I headed over to customize my own keepsake to take home. Guests could choose from a bolo tie, a luggage tag, or a bandana, the latter of which I chose. The white-and-blue design mirrored the streamer’s signature colors, with my initials stitched on in a clean cursive font.
The first activation we tried was in honor of Survivor’s 50th season. I’ve never watched the show, but even I know the iconic ritual of the torch lighting – the moment Paramount+ invited fans to recreate. I entered a decked-out tribal space where I was handed a big torch to light the fire with, making for a prime social-media-ready moment to share.
What excites me most about Paramount+ right now, though, is its sports coverage. Not only am I a huge football fan, but I’ve also tuned into more than a few UFC fights over the years.
For NFL fans like me, there were two thrones set up outside – one for each conference, the AFC and the NFC. I had to rep my Cowboys by sitting on that bright blue NFC throne with my big Cowboys chain on, which I grabbed from a lineup representing every NFL franchise.
The most immersive experience of the day was easily the UFC activation. A training dummy stood ready for fans to unleash their punches, kicks, and jabs. Afterwards, guests entered the iconic octagon themselves, celebrating their newly crowned UFC championship, with cameras capturing every bit of energy for another social-media-ready moment.
Paramount+ had one of the strongest activations at SXSW, succeeding at promoting its upcoming shows as well as showcasing its wide array of live sports and television. They’re one of the streamers out there that’s nailed that blend of both, and The Lodge definitely made that clear.
