NBC Sports, Cosm Ink Deal To Bring Live Premier League, College Football, and Horse Racing to ‘Shared Reality’ Venues

The experience bridges virtual, physical worlds via Cosm tech and 87-ft.-diameter 8K+ LED dome

NBC Sports and Cosm have agreed to a multi-year partnership wherein NBC Sports will bring an expansive offering of live Premier League (EPL) soccer matches to Cosm’s forthcoming immersive venues. Besides Premier League games throughout the season, Cosm will produce and present selected Notre Dame Football and Big Ten Football games, as well as NBC Sports’ premium horse-racing events, in “Shared Reality,” an experience that bridges the virtual and physical worlds through Cosm’s pioneered technology and 87-ft.-diameter 8K+ LED domes.

A preview of what it will be like to experience a Premier League game at Cosm

The sports-media-rights agreement marks the first time that these professional-league soccer, college-football, and blockbuster horse-racing events will be available in Shared Reality. Additionally, it marks the official debut of internationally staged events at Cosm’s new venues in the U.S.

“This NBC Sports partnership represents another critical step in our mission to redefine the way the world experiences content,” says Cosm President/CEO Jeb Terry. “The deal expands our sports-content offerings beyond the NBA, NHL, and UFC and allows us to super-serve fans of all types. Fans know NBC Sports delivers a best-in-class sports experience, and adding the EPL, college football, and horse racing to the programming schedule ensures we always have live, original, immersive content. When fans come to Cosm, there is always something new to see, and Cosm is the world’s best place to experience the event, next to actually being there in person.”

Says Gary Quinn, VP, programming and owned properties, NBC Sports, “We’re excited to partner with Cosm to offer fans a unique viewing experience for some of the most prestigious properties in our portfolio.”

Today, we announced a multi-year partnership with @NBCSports to bring an expansive offering of live @PremierLeague soccer matches, select @NDFootball and Big Ten Football games, and premium horse racing to Cosm's forthcoming venues in immersive 8K+. pic.twitter.com/gKIFzHlbO2

— Cosm (@experiencecosm) January 24, 2024

Cosm’s first two public venues — set to open this year in Los Angeles at Hollywood Park and in Dallas at Grandscape, with additional locations in key markets planned — will deliver state-of-the-art visuals and merge the energy of the crowd with elevated food and beverage service to make guests feel like they are sitting front row, courtside, or on the pitch at events taking place across the world. Details of the schedule will be released as the venues open.

“One of our primary goals as a company is to democratize access to the world’s greatest sporting events,” says Cosm SVP, Content and Media, Peter Murphy. “For most EPL fans in the U.S., getting to a game in England is prohibitive for many reasons. Through this tremendous partnership with NBC Sports, sitting pitchside on weekend mornings in L.A., Dallas, and beyond will be possible. It will feel like you’re there, especially as we pair the experience with contextual [food and beverage] opportunities.”

The NBA and Cosm have worked together to deliver selected NBA League Pass games in Shared Reality, a new type of immersive experience driven by Cosm’s CX System.

During the 2023 NBA All-Star Weekend, the league announced a multi-year partnership with immersive-media company Cosm to offer selected live games in 8K at Cosm’s forthcoming venues beginning as soon as this year. Since then, Cosm has inked deals with UFC for its PPV events and TNT Sports for several properties, including NBA on TNT, Stanley Cup Playoffs, and selected U.S. Men’s and Women’s National Soccer Team matches.