The National Basketball Association (NBA), a league consistently at the forefront of technological innovation, has officially cemented its commitment to the future of fan engagement by extending its long-term partnership with Cosm, the trailblazing immersive technology and venue company. The deal, which stretches into the 2030s, is a significant endorsement of Cosm’s unique “Shared Reality” viewing experience, set to redefine how millions of fans consume live sports outside of traditional arenas. By projecting live NBA games onto massive, 87-foot diameter LED domes in ultra-high resolution (12K+), Cosm’s venues are replicating the courtside experience with unprecedented realism. This partnership is not merely a broadcast agreement; it is a fundamental shift in sports consumption, combining the cutting-edge of virtual reality with the essential element of collective, in-person shared excitement that defines the sports spectating experience.
The Birth Of ‘Shared Reality’
Cosm’s technology represents a fascinating evolution, moving past traditional flat-screen broadcasts and solitary virtual reality headsets to offer an entirely new dimension of engagement.
Planetarium Tech Meets Pro Sports: The foundation of Cosm’s experience lies in its proprietary CX System, which utilizes large-scale, curved LED domes reminiscent of advanced planetariums. This unique architecture, combined with specialty cameras placed at the event, allows Cosm to capture and project games in a hyper-realistic, 360-degree environment. Fans inside the venues get a unique, immersive perspective, making them feel as if they are sitting behind the bench, under the basket, or right on the sideline.
The Social Element: Unlike conventional virtual reality (VR) which isolates the user, Cosm’s “Shared Reality” is explicitly designed to be a group experience. The venues, which include concessions and an arena-like atmosphere, allow hundreds of fans to experience the game together. This blend of cutting-edge visuals and collective energy is what the company and the NBA believe represents the future sweet spot for sports viewing, effectively bridging the gap between watching at home and being physically at the arena.
The Nba’s Strategic Endorsement
The NBA was the first professional sports league to partner with Cosm, recognizing early on the potential of the technology to diversify and enhance its fan base engagement.
A Decade of Partnership: The newly extended deal, which runs into the 2030s, signifies the NBA’s deep commitment to the platform. Cosm is set to produce and distribute a series of key national games, including broadcasts across major network partners like ESPN and NBC Sports. Crucially, the deal also covers key tentpole events, including the NBA All-Star Game, the NBA Playoffs, and the NBA Finals, ensuring the most highly anticipated moments are available in the immersive format.
Beyond the Game: The partnership goes beyond simply broadcasting games. Cosm’s venues are becoming extensions of the NBA’s physical event calendar. For instance, the Cosm venue in Los Angeles’ Hollywood Park is strategically located adjacent to the new Intuit Dome, the site of the 2026 NBA All-Star Game. This proximity allows Cosm to host official league activities and partner-facing events, integrating the immersive dome directly into the overall fan experience footprint of major NBA moments.
The Expansion Of The Venue Footprint
A key driver behind the NBA’s long-term extension is Cosm’s aggressive strategy to rapidly expand its physical venue footprint across key North American basketball markets.
Initial Success and Growth: Following the opening of its first two flagship locations in Los Angeles (Hollywood Park) and Dallas (Grandscape) in 2024, the company is now moving quickly into major NBA cities. Plans have been unveiled for additional venues in Atlanta, Detroit, and Cleveland, with targeted openings in 2026 and 2027. This expansion aligns Cosm’s growth directly with the geographical centers of American basketball fandom.
The “Mini-Sphere” Appeal: Located primarily within large mixed-use developments adjacent to existing stadiums and arenas, the venues serve as attractive entertainment hubs. They provide a high-end, elevated experience—complete with premium food and beverage offerings—that can act as a secondary, highly appealing destination for fans who may not have tickets to the live arena event, or who simply seek a unique social viewing environment.
The Business Implications For Broadcasting
The Cosm model introduces significant commercial and creative implications, presenting a new monetization channel for the NBA and its broadcasting partners.
A New Rights Category: The partnership effectively creates an entirely new category of media rights, moving beyond traditional television, streaming, and mobile. The immersive venue experience offers a high-value, ticketed, out-of-home viewing option that commands a premium price point, generating new revenue streams for the league and its content providers. This innovative approach is key as sports leagues continue to seek novel ways to monetize their content in a fragmented media landscape.
Creative and Production Innovation: The collaboration forces innovation in sports broadcasting itself. Cosm employs dedicated production crews and specialized cameras on-site at NBA arenas to capture the necessary immersive footage. This drive for unique camera angles and high-resolution capture ultimately benefits all forms of content production, pushing the boundaries of what is technically possible in live sports broadcasts and creating a new demand for expert immersive content creators.
