The NBA is extending its relationship with one of the sporting world’s most intriguing start-up companies

The NBA and Cosm have announced an extended partnership to continue airing live NBA games in Cosm's immersive domes, reinforcing their collaboration into 2030 and beyond. This renewal builds on their initial agreement from February 2023, with the NBA being Cosm's first major professional sports league partner even before the company opened its first location in Los Angeles in 2024.

Cosm, an entertainment company focused on "shared reality," utilizes domes featuring 87-foot-diameter, 12L+ LED screens to provide an IMAX-esque viewing experience for fans. This setup allows customers to watch live sporting events with unique, viral-worthy perspectives, enhancing fan engagement through advanced technology.

Jeb Terry, Cosm's president and CEO, explained that the partnership aims to offer fans alternative ways to experience NBA games, especially those who are out-of-market, unable to attend in person, or seeking complementary access to courtside seats. He emphasized that this aligns with the NBA's goal of increasing accessibility and leveraging innovation to enrich the fan experience, making it a natural fit from the start.

As part of the extended agreement, Cosm will produce and distribute live NBA games at its venues for at least the next five years, including key events such as national TV games, the All-Star Weekend, playoffs, and the NBA Finals. Cosm's in-house production team will be responsible for delivering the distinctive views that characterize their dome experiences.

Teddy Kaplan, NBA vice president and head of new media partnerships, expressed strong support for the collaboration, noting that a 2022 visit to Cosm's headquarters in Salt Lake City convinced him of its potential as a future-forward solution. He highlighted that Cosm's approach resonates with the NBA's young, tech-savvy fan base and complements the league's broader efforts to innovate viewing options, such as alternative streams and virtual reality.

The initial partnership in 2023 was a pivotal moment for Cosm, providing legitimacy as the company engaged with other leagues and broadcasters. Terry described it as a key step in building market adoption and leveraging technology to enhance fan experiences, underscoring the strategic importance of this high-profile alliance for Cosm's growth and credibility in the industry.