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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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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