Immersive 360-Degree Sports Viewing Experience Is Taking Over the US

An entirely new way to experience live sports is taking over the U.S., giving fans a 360-degree, immersive view of the game like never before

The Texas-Michigan game in Dallas went viral – not for the action on the field, but for this unique way fans experienced it. Cosm’s 180-degree, 12K+ LED screen at their Dallas venue replicated the experience of sitting in a VIP suite, putting fans right in the heart of the game. Videos of this unique setup spread across social media, generating buzz about this groundbreaking new way to watch live sports.

The Immersive Experience

Their recent watch party in Dallas for the Texas-Michigan college football game demonstrated the potential of this next-generation viewing. Unlike traditional broadcasts that offer a single fixed perspective, Cosm’s proprietary technology allows viewers to toggle between endzone views, courtside seats, and even ringside for events like UFC fights. This multi-angle capability immerses fans in the heart of the action, offering a level of detail and engagement that is beyond what’s possible at home or in standard stadium seating.

Another unique element to the experience is the ability to integrate augmented reality into the live sports experience. Fans can interact with digital elements, play games tied to the live event, and connect with other attendees in real-time through embedded digital platforms. As the game progresses, the visual atmosphere dynamically shifts, enhancing the emotional highs and lows that sports fans live for.

Cosm Texas VS Michigan Game 1

Image 1 of 3

How does it work?

Cosm’s technology relies on its subsidiary, C360, which provides cutting-edge video solutions for global sports leagues, including NFL pylon cameras and 360-degree views for MLB games. At each event, an on-site team works closely with a production crew at Cosm venues to seamlessly switch between camera angles, delivering a smooth and dynamic viewing experience. Distribution deals from major broadcasters like Fox, ESPN, and NBC, then gives Cosm the rights to bring live sports directly into their immersive venues.

Ticket Pricing

Ticket prices for Cosm’s immersive experience can go up to $200 depending on the event, excluding food. For fans who prefer a more accessible option, standing room tickets for ‘The Hall,’ Cosm’s sports bar alternative with a 150-foot big screen, are available for $11.

Financial Backing and Expansion

Cosm recently raised $250 million, boosting its valuation to over $1 billion, with backing from prominent investors in the sports, tech and business sectors. This funding will accelerate the company’s ambitious goal of opening 50 immersive sports venues by the end of the decade. With venues already operating in Dallas and Los Angeles, the company has ambitious plans for future locations in cities like New York, Miami, and Las Vegas, as well as international hubs across Europe and the Middle East

Each venue, estimated to cost between $50 and $100 million due to the complexity of the projection technology and infrastructure. For example, the Los Angeles venue at Hollywood Park boasts 700 seats within its dome and can accommodate another 1,000 attendees in the 65,000-square-foot space.

The Future of Sports Viewing

As Cosm continues its expansion, the company is setting a new benchmark for fan engagement and immersive sports experiences, however, challenges remain. Scaling this model while maintaining the intimacy and uniqueness of each fan experience will require significant investment and technological innovation. Still, with key partnerships in sports leagues like the NFL and college football, Cosm is positioning itself as a leader in the future of fan interaction and entertainment

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!