NFL Partners with Cosm to Launch Immersive “Shared Reality”

The NFL has entered into a multi-year partnership with immersive technology company Cosm, aiming to reshape fan engagement by offering “shared reality” broadcasts.

This collaboration is designed to bridge the gap between traditional broadcasts and in-person attendance, providing fans with an in-venue experience enhanced by Cosm’s advanced technology.

Cosm’s venues, equipped with expansive 8K wrap-around displays, will simulate the feeling of being in a live NFL stadium. These shared reality broadcasts go beyond conventional screen views, offering fans 360-degree perspectives that bring them closer to the action without needing to be at the actual game.

According to Cosm CEO Jeb Terry, the goal is to “reshape how people experience live events,” with the partnership expected to deliver an experience that gives audiences an immersive, stadium-like atmosphere. “Cosm’s platform creates an immersive setting, almost as if you’re in the stadium,” Terry noted. “We’re excited to bring this to NFL fans and transform the way they experience games.”

This partnership also signals the NFL’s broader strategy to adapt to changing audience preferences, as more fans seek interactive and experiential viewing options. The shift toward shared reality experiences allows the NFL to attract tech-savvy fans, especially in urban centres lacking direct access to stadium events. By expanding its reach through Cosm’s shared reality venues, the NFL taps into new revenue streams while potentially reaching untapped markets that value high-quality, in-person experiences close to home.

The success of this model, however, will depend heavily on fan reception and the authenticity of the immersive experience. If the partnership meets its objectives, the NFL’s shared reality broadcasts with Cosm could become a model for other sports organisations aiming to elevate fan engagement through technology. This development presents an innovative approach to sports broadcasting, offering a glimpse into the future of how leagues might adapt to meet evolving fan expectations.