Cosm: Combining live sports with immersive viewing technology

Avatar
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.

Previous ArticleNext Article

WA Government and Virgin Australia Partner to Bring Discounted Flights for Italian Football Series in Perth

Avatar
Image Credit: Shutterstock

The Western Australian Government has partnered with Virgin Australia to offer discounted airfares to Perth ahead of a three-match series featuring AC Milan, Inter Milan, Juventus and Palermo, in a move that reflects how state governments are increasingly using major sporting fixtures as tools of tourism and economic strategy.

Subsidising travel costs rather than simply promoting the matches signals a shift in how state governments are approaching major sporting events. WA Tourism Minister Reece Whitby positioned the series within the state’s broader Winter of Unmissable Sport strategy, framing the partnership as a way to fill hotels, support local businesses and generate visible economic activity across a single week of programming. That logic places football alongside other major events states have used to justify public investment in visitor attraction, where the return is measured in tourism spend rather than ticket revenue alone.

A bet on Australia’s appetite for European football

Touring Italian clubs is not a routine occurrence in Australia, and Sport and Recreation Minister Rita Saffioti’s comments point to an underlying assumption behind the investment: that the existing fan base for European football in Australia is substantial enough to justify a state government underwriting travel costs to fill a stadium on the other side of the country.

Australian audiences for international football have grown considerably over the past decade, driven by streaming access, diaspora communities and the rising visibility of leagues once difficult to follow locally. State governments positioning themselves to capture economic value from that growth, rather than leaving it to broadcasters and travel operators, marks a change in how football’s commercial footprint in Australia is being treated by policymakers.

It also raises a question likely to recur as more international club fixtures are scheduled in Australian cities: whether public subsidy for travel around marquee football events delivers economic value beyond the host city, or whether the benefit is concentrated narrowly within the host state’s tourism and hospitality sectors. Virgin Australia’s involvement reflects the commercial logic on the airline side, with the partnership forming part of a broader push to connect Australians with major domestic and international destinations.

For the domestic football industry, the series is a reminder that international club football is competing for the same audience attention as the A-Leagues and grassroots competitions. Whether that competition proves complementary or extractive, in terms of where football-related spending in Australia ultimately lands, is a question state and national football bodies are likely to watch closely as similar fixtures become more frequent.

Referee Omar Artan appointed to UEFA Super Cup Final

Avatar
Image credit: BBC

The Somali referee will officiate the 2026 UEFA Super Cup in August between Paris Saint-Germain and Aston Villa.

 

World Cup controversy to Super Cup support

As 2025’s CAF Men’s Referee of the Year, Artan stands as one of the world’s leading match officials.

His expertise and skill allowed him to enter FIFA’s international list in 2018, and has since proved an outstanding ability as a referee, culminating in the CAF Men’s Referee of the Year award last year.

Despite Artan’s capabilities and reputation, his dream of officiating this summer’s World Cup tournament met a premature ending. The referee couldn’t enter into the US after arriving on a diplomatic passport and single entry visa, and was subsequently forced to return home to Somalia.

But Artan’s journey as a referee on the global stage is far from over, as UEFA and CAF confirmed that Artan will officiate the UEFA Super Cup clash between Champions League winners, PSG, and Europa League winners, Aston Villa, in Salzburg this August.

 

Upholding the partnership

In April of this year, UEFA and CAF signed a new Memorandum of Understanding (MoU), which promised to utilise mutual support to encourage development, inclusion and wellbeing in football.

The MoU aligns unity, cohesion and partnership between two powerhouse continents of world football.

And now, the alignment is stronger and clearer than ever. In the midst of a major blow to Artan’s personal and professional dreams, UEFA and CAF’s partnership provided an opportunity.

“Omar is an excellent young but already experienced referee, who has proven himself at the highest competition level of the Confederation of African Football,” said UEFA President Aleksander Čeferin via media release.

“Football is made to connect people, and UEFA wants to show its respect to Omar and his outstanding officiating skills, which had earned him such a prestigious nomination.”

Furthermore, CAF President, Dr Patrice Motsepe, outlined why the initiative perfectly embodies the nature of a partnership between UEFA and CAF.

“This is a great honour for Omar Artan and for African referees and is also an excellent example of football bringing together and uniting people from Africa and Europe and worldwide.”

 

Final thoughts

Out of bitter disappointment and controversy comes a far more positive reflection of football’s influence and impact. It also proves that an MoU is more than just signatures, but a genuine promise to support the game and all within it.

A partnership like this has the power to help millions at once.

But sometimes, helping just one person is all it takes to prove its worth.

Most Popular Topics

Editor Picks

Send this to a friend