A new live game viewing experience is in play for NBA fans as the basketball body has agreed a multi-year partnership with immersive tech and entertainment company Cosm

Described as a “first-of-its-kind” partnership, Cosm will work with the NBA to produce immersive 8K feeds on LED-dome systems during NBA games on NBA League Pass at initial select arenas. 

Cosm will debut its new ‘Shared Reality’ function which will enable a bridge between virtual and physical worlds to create “stadium-like” atmospheres by generating the energy of the crowd,creating an immersive fan experience. 

NBA fans will also have access to elevated food and beverage options, specialised merchandise and state-of-the-art visuals, with NBA ID members gaining further benefits such as discounts on tickets. 

The NBA becomes the first pro sports league to feature Cosm’s Shared Reality feature and Associate VP of New Media Media Partner Management Lead of the NBA, Teddy Kaplan, believes the deal will offer a “new and exciting way to bring fans together”. 

He said: “We are excited to bring NBA games to Cosm’s innovative venues and further our common goal of enhancing the fan experience. 

“Cosm’s Shared Reality technology offers a new and exciting way to bring fans together in person and closer to the game.”

The announcement was made during the recent NBA’s All-Star Weekend in Salt Lake City, Utah, with Cosm present to integrate its 8K feeds into a research and development facility named the ‘Experience Centre’. 

“This is one of the most transformational deals to hit the sports industry in quite some time,” added Jeb Terry, President and CEO of Cosm. 

“Our team has created an entirely new experience, driven by industry-leading technology, to give fans a new way to watch the game. We have an incredible opportunity to work with a partner as innovative as the NBA, to combine our collective know-how, and to rewrite the playbook on how leagues, broadcasters, and brands can bring fans closer to the action.”

One of Cosm’s earlier sports landmark deals came in the form of integrating its immersive technology outside of SoFi Stadium in Los Angeles at the Hollywood Park. Cosm has also brought its technology to Dallas at Grandscape with further venues to be announced at a later date.

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