Immersive technology and venue company Cosm has reached a long-term rights extension with the NBA, solidifying a key piece of programming as the company pursues an aggressive expansion strategy.
The deal calls for Cosm to show a series of nationally broadcast NBA games at its venues, including key events on the NBA calendar, including the NBA Cup, All-Star Game, the playoffs, and the Finals.
Financial terms were not disclosed, but the deal extends into the 2030s, similar to the extended length of the NBA’s new national rights agreements with Amazon, ESPN parent company Disney, and NBC Sports. Games from each of the three networks will be part of the Cosm agreement.
The NBA was the first pro sports league to align with Cosm, more than a year ahead of the company’s first immersive venue opening in Inglewood, Calif., in July 2024. Since then, Cosm has opened a second location in Dallas and has unveiled plans for additional facilities in Atlanta, Detroit, and Cleveland, opening in 2026 and 2027, with others beyond that contemplated.
“Now that we have venues open and the fan experience has been proven, now it’s about extending, growing, scaling, and really capitalizing on what this partnership can be,” Cosm president and CEO Jeb Terry tells Front Office Sports. “We’ve seen a fantastic foundation that’s been built, and now we want to make sure we build on that foundation.”
Representing something of a mini-Sphere, the 87-foot-diameter, ultra-high-defnition screens at Cosm are designed to offer a more life-like experience of viewing a game. Cosm then pairs that with an extensive and elevated food and beverage component, all managed and staffed in-house, instead of subcontracting that operation to a concessionaire like many arenas and stadiums.
Cosm’s backers include a series of current and former pro team owners, including the Cavaliers’ Dan Gilbert, multi-club owner David Blitzer, and former Bucks owner Marc Lasry. The company will also be heavily involved in the NBA’s on-site plans in February when the 2026 All-Star Game is held at the Intuit Dome, which neighbors the initial Cosm site in Inglewood.
“One thing we’re really excited about is Cosm’s expansion plans. The next three cities [they’re building in] are all great NBA cities,” NBA VP and head of new media partnerships Teddy Kaplan tells FOS. “So we’re viewing Cosm as a real extension of our event campus, the upcoming All-Star Game being the most immediate example, but any NBA event where there’s a Cosm, that’s going to be the case.”
The NBA deal also builds on several similar ones Cosm has struck with other major sports leagues, including with the NFL in August.
