Cosm: Combining live sports with immersive viewing technology

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Image credit: Cosm website

Cosm is a company at the forefront of revolutionising how audiences experience sports and entertainment, leveraging cutting-edge immersive technology to deliver incredible fan experiences.

Through a large portfolio of media solutions, including live immersive production for both Shared Reality and Virtual Reality (VR), advanced broadcast and linear technology, and state-of-the-art hardware, Cosm is reshaping the global fan engagement landscape.

Cosm was established in 2020 when technology companies Spritz, Inc., Evans & Sutherland and LikeLike VR (now Cosm Immersive) all joined forces to create an integrated experience technology solution to power their current Cosm immersive experiences.

Cosm Tech have three different markets: Science & Education, Sports & Entertainment, and Parks & Attractions.

This is how their Sports & Entertainment technological advancements help shape fan experience:

Completely new innovation in Sports and Entertainment

Cosm’s innovative approach, which includes technologies that haven’t been utilised to this capacity, help bring fans closer than ever to iconic events in real-time.

By blending immersive hardware with sophisticated software solutions, Cosm allows audiences to experience their favourite sports and entertainment events in dynamic, 8K+ environments.

This unique combination offers fans unparalleled access to live games, concerts, cinematic experiences, and other world-class entertainment in ways never before possible.

One of Cosm’s standout innovations is CX System—an all-encompassing technological solution that integrates top-tier hardware and software for immersive entertainment. This system includes curved LED displays and CX Engine, a groundbreaking software platform for real-time content rendering, blending, and playback.

Enhancing the Fan Experience with Live Immersive Production

Through Cosm Immersive, the company’s content production and distribution division, Cosm collaborates with major leagues, teams, and broadcasters to deliver live events in 8K resolution to global audiences.

The company currently have a deal with NBC Sports in America to bring an expansive offering of live Premier League soccer matches to Shared Reality. This is the first time the Premier League will be available in Shared Reality for audiences.

Cosm’s unique production capabilities allow fans to engage with their favourite events using VR headsets, mobile apps, or in dedicated immersive venues located in the United States—blurring the lines between reality and virtual engagement.

As part of its innovation journey, Cosm’s C360 division delivers immersive video solutions that seamlessly integrate with major broadcasting networks and sports media companies.

The C360 division allows broadcasters to use advanced camera systems and computer vision technology to provide fans with cutting-edge viewing experiences.

Key Partnerships and Projects

The NBC Sports partnership is one of many that Cosm have secured over their short time, with many major leagues and broadcasters recognising its excellence.

Other big name partners in the sports world include NBA, UFC, ESPN, and Fox Sports in the US where they provided fans with live immersive 8K events at Los Angeles’ Hollywood Park for the Copa America earlier this year.

Shaping the Future of Fan Engagement

Cosm’s mission is clear: to transform outdated viewing experiences—whether on traditional TV or even mobile streaming—by offering a fresh, innovative approach.

From sports arenas to art exhibitions, Cosm is redefining how we experience live events, whether from the comfort of our own homes or in immersive shared venues.

Conclusion

What sets Cosm apart from other tech companies is its focus on creating shared venue experiences, adding a social dimension to immersive technology.

Unlike the typically individual experience of virtual sports viewing, Cosm’s immersive events are designed to bring people together, combining cutting-edge tech with a communal atmosphere for a more interactive and engaging experience.

As immersive, virtual, and shared reality technologies rapidly evolve and increase in popularity, it’s evident that the future of sports is shifting beyond traditional TV broadcasts, with the modern era of interactive and dynamic viewing experiences ready to take over in the next generation.

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SBS expands Australian Championship broadcast coverage for 2026

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Image Credits: Football Australia

The Australian Championship will enter its second season with an expanded broadcast partnership between Football Australia and SBS. The 2026 competition will feature two live SBS broadcasts in every round, marking an increase from the tournament’s debut season.

Thursday night football will form a key part of the new broadcast schedule. The opening match will see Preston Lions face Wollongong Wolves on October 15th, with the game broadcast live on SBS2 and SBS On Demand. Saturday football will also remain part of the free-to-air schedule; first up, Sutherland Sharks’ clash with South Melbourne on October 17th will be shown live on SBS and SBS On Demand.

The expanded agreement gives the competition a greater presence across SBS’s linear channels while retaining its full streaming coverage, with every match across the 2026 Australian Championship available live on SBS On Demand. The platform also provides full replays and highlights for viewers to access at their discretion.

In addition to SBS’ coverage, Football Australia will also stream the competition via YouTube.

The Australian Championship consists of a six-round group stage, finals beginning at quarter-finals from November 26, and a Grand Final scheduled currently between December 10-12.

It features 16 clubs from seven states and territories. The broadcast schedule places several historic fixtures in front of a national audience: South Melbourne will meet Sydney United 58 in a repeat of the 1999 NSL Grand Final, and Sydney Olympic and Marconi Stallions will also renew a rivalry that includes NSL Grand Final meetings in 1989 and 1990.

GIS Sydney continues to connect students with Australia’s sports industry

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Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

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