• Loading stock data...
Wednesday, August 27, 2025
Front Office Sports Honors winners are here! View the 2025 winners

Would You Pay For Front-Row Seats—On an 87-Foot Sphere?

  • Cosm is a new Sphere-like entertainment company with venues in Dallas and Los Angeles.
  • Live sports are a key part of the company’s quick growth.
Cosm
Cosm

On Friday night, Arizona will play its first Big 12 Conference football game at Kansas State. While the game in Manhattan, Kans., is sold out, the price to get in the building is fairly modest, as low as $30 on some secondary markets. 

But in Los Angeles and Dallas, some college football fans will be paying double or triple that to watch the prime-time contest.

That’s at Cosm, a new domed, immersive venue company that opened its first pair of three-story, 65,000-square-foot locations this summer after raising $250 million, and it is quickly gaining popularity thanks to its ability to make fans feel like they’re in the front row of a stadium that’s thousands of miles away. Last weekend, scenes from Cosm Dallas, which was showing the Texas-Michigan game from Ann Arbor, set social media on fire.

Cosm pays broadcasters like Fox Sports—which just signed a two-year deal to put select college football and basketball games in the “shared reality” space—an undisclosed rights fee to license game content and charges its guests expensive fees for the premium experience. 

For Arizona-KSU, booths in Cosm that fit up to five people have been selling for nearly $400. For Saturday’s Texas A&M–Florida game, which comes by way of a separate deal with ESPN, some luxury packages at the Dallas venue were selling for more than $1,000.

A New Way to Watch

Working with Cosm is not a tough ask for broadcasters. In Fox’s case, the network’s production crew operates as normal, and gives Cosm’s five-person team the necessary access and sideline space to capture additional game footage. 

“It’s a wonderful relationship for us because it allows us to strengthen our position in this immersive space without having this heavy lift,” Michael Bucklin, SVP of digital content for Fox Sports, tells Front Office Sports. Cosm uses game audio from its broadcast partners but has its own producers to showcase the unique on-field camera angles.

Fox’s college conference partners have been fully supportive of working with Cosm, and the network is eager to work with other sports leagues it holds rights to, which includes the NFL. “We’re looking at everything right now,” Bucklin says.

Just the Beginning

Beyond the venues in Texas and Southern California, Cosm hopes to have 10 locations open by 2026, and 50 within the next 10 years. “We have ambitions like Topgolf,” Cosm SVP of media and content Peter Murphy tells FOS. “We want to be in every major [media market] we think there’s an appetite.”
Cosm currently has live sports deals with Fox Sports, ESPN, NBC Sports, TNT Sports, the NBA, and UFC. “We’re actively working towards adding more programming with current partners and additional partners,” Murphy says.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Tom Brady

NFL Continues to Loosen Tom Brady Restrictions

Brady will be able to attend production meetings–remotely–this season.
ESPN

Disney Sues Sling TV Over $5 Day Passes Granting ESPN Access

Newly introduced short-term subscriptions spark a legal challenge.

FCC Chair Joins Fox–YouTube TV Fight With Big Game on the Line

The Trump appointee is now involved in another media carriage fight.
Mark Cuban

Mark Cuban Wishes He Had Put Mavs on Open Market

Cuban also thinks private equity has shifted the NBA’s priorities. 

Featured Today

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.
Dec 10, 2024; Salt Lake City, Utah, USA; A general view of the Delta Center before the game between the Utah Hockey Club and the Minnesota Wild.

Utah’s Sports Boom Expands Into Music, Emulating Atlanta

The Jazz and Mammoth owner strikes a major deal with Live Nation.
Sofi Stadium
August 14, 2025

Los Angeles Olympics Will be First to Sell Venue Naming Rights

The decision breaks with a longstanding Olympic policy.
August 18, 2025

Browns $2.4B Stadium Plan Runs Into Airspace Turbulence

The team’s proposed stadium is deemed a threat to nearby airport operations.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Nov 30, 2017; Arlington, TX, USA; General overall view of the Dallas Cowboys logo at midfield during an NFL football game between the Washington Redskins and the Cowboys at AT&T Stadium.
August 14, 2025

Arlington Pays Off Its Cowboys Stadium Debt 10 Years Early

Another major NFL venue retires its public debt far ahead of schedule.
Fans watch as players make it into the 18th hole during round three of the Waste Management Phoenix Open at TPC in Scottsdale on Feb. 8, 2025. Arizona Republic
August 13, 2025

Country Club Initiation Fees Soar With Golf’s Popularity

In many areas, would-be members are joining decade-long wait lists.
July 30, 2025

Browns Push Forward on $2.4B Stadium Despite Political Obstacles

The NFL team plans a stadium groundbreaking, despite funding and legal issues.
Jan 26, 2025; Philadelphia, PA, USA; Washington Commanders quarterback Jayden Daniels (5) passes the ball against the Philadelphia Eagles during the second half in the NFC Championship game at Lincoln Financial Field.
July 29, 2025

$3.8B Commanders Stadium On Track for D.C. Approval

D.C. continues two days of public hearings on a proposed Commanders stadium.