Long-time dominant on traditional US TV, the NFL is now expanding to a much larger stage...literally. The League's newly signed deal with technology and media company Cosm will see Sunday Night Football broadcast live in Cosm’s cutting-edge “shared reality” venues in Dallas and Los Angeles. The game between the Kansas City Chiefs and Atlanta Falcons will be shown in an entirely new way, delivering an immersive experience for fans.
Cosm’s venues feature 87-foot curved LED domes, giving fans a sideline or end zone perspective that makes them feel like they’re part of the action. The audience sits in movie theater-style seats or around tables, watching the game unfold with a cinematic twist. Cosm has already partnered with major sports leagues, offering college football, NBA games, soccer matches, and UFC events at their locations, all while receiving rave reviews. For the NFL broadcast, Cosm will use NBC’s feed along with additional camera angles to enhance the experience. Tickets for Sunday’s game start at $22, with premium theater seats priced at $50.
Cosm’s innovative approach leverages technology initially developed for planetariums and immersive content formats. The company raised $250 million earlier this year, backed by high-profile sports investors such as Marc Lasry, David Blitzer, and Dan Gilbert. Cosm, founded in 2020, is rapidly expanding, with an Atlanta venue in development and plans to open 10 locations by 2026 and as many as 50 within the next decade.
Earlier this week, Cosm announced a partnership with The Retail Connection to help identify additional markets for future venues. CEO Jeb Terry has highlighted the company’s vision of revolutionizing how fans watch live sports, from cameras inside F1 cars to courtside views at Wimbledon, bringing immersive sports experiences to audiences around the world.