• Loading stock data...
Tuesday, August 5, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

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

Apr 14, 2025; New York, New York, USA; WNBA commissioner Cathy Engelbert talks to the media before the 2025 WNBA Draft at The Shed at Hudson Yards.
exclusive

Pagliuca Offer to Buy Sun Was Agreed to in July, Never Presented..

The exclusivity window expired, allowing for competing offers including Marc Lasry’s.

ESPN’s Ryan Clark: Haters Are Viewers, Too

“Get them to hate what you say … enough that they’ll tune in.”
exclusive

MLS Commissioner On Apple TV Deal: Critics ‘Don’t Get It Yet’

“We’re just early,” Garber told FOS when pressed about the deal.

MLB’s Speedway Classic Breaks Record Despite Weather Woes

The special-event game is played, but Sunday’s fan turnout is far less.

Featured Today

Inked Under Anesthesia: Athletes Getting $50,000 Tattoos

High-end studios, elite artist teams, and hours under anesthesia.
Coco Gauff at New York Liberty
August 2, 2025

How the New York Liberty Became the Hottest Ticket in Town

Once banished to the burbs, the Libs are now Brooklyn’s marquee attraction.
Las Vegas sign
July 29, 2025

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.
2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training
July 28, 2025

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.

Browns Push Forward on $2.4B Stadium Despite Political Obstacles

The NFL team plans a stadium groundbreaking, despite funding and legal issues.
Jul 27, 2025; Chicago, Illinois, USA; Injured Indiana Fever guard Caitlin Clark (22) looks on from the bench during the first half of a basketball game against the Chicago Sky at United Center.
July 28, 2025

Chicago Sky Sell Out United Center With Caitlin Clark, Angel Reese Out

The Sky announced 19,601 fans attended the game at the United Center.
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.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
July 25, 2025

Prospective Rays Owner Must Start Fresh As $1.3B Stadium Deal Ends

St. Petersburg, Fla., officials formally terminate a prior ballpark agreement.
July 25, 2025

Eagles Turn to Their Fans As They Consider Future Stadium Plans

The defending Super Bowl champions are surveying season-ticket holders.
Jul 2, 2025; Boston, Massachusetts, USA; Boston Red Sox fans cheer after a home run by Boston Red Sox designated hitter Wilyer Abreu (52) during the sixth inning against the Cincinnati Reds at Fenway Park.
July 25, 2025

Fenway Concession Workers Go on Strike for Dodgers Series

They’re asking fans not to buy food and drink at the games.
July 24, 2025

Commanders Restructure $3.8B Stadium Pact Ahead of Council Vote

A D.C. Council vote on the proposed stadium is now set for Aug. 1.