The premier American mixed-martial arts company, the Ultimate Fighting Championship (UFC) has teamed up with the immersive tech and entertainment startup, Cosm. This deal has been inked to bring spectators even closer to the fighting events.
The MMA company will include Cosm’s 8K shared virtual experience into their pay-per-view events to present viewers with a visual perspective on fights that will make them experience as if they are in the octagon themselves.
Cosm aims to bridge the physical and digital worlds by building arena replicas of athletic events to give an immersive fan experience that gets them closer to the action, joining the National Basketball Association (NBA) in its portfolio of sports leagues and promotions.
UFC supporters will also be able to experience virtual reality through Cosm’s LED-dome display, which doesn’t necessitate headsets or other VR gear.
Craig Borsari, UFC Chief Content Officer and Executive Producer, commented, “At UFC, we’re always looking for new ways to create deeper engagement with our fans, and Cosm has presented this great opportunity to do that with our biggest events using this unique and immersive viewing technology. It’s going to elevate the UFC live experience for our fans who watch beyond the arena.”
Cosm has made gains in presenting its revolutionary technology to sports teams, leagues, and promotions as a viable watching choice for sports fans. The organisation has previously stated that it is working on a venue in Los Angeles, near SoFi Stadium, home of the Los Angeles Rams, in addition to another facility in Dallas.
Jeb Terry, President and Chief Executive of Cosm, said, “The UFC shares the same passion for innovation and elevating the fan experience as we do, and the organisation and their leadership immediately recognised the opportunity at hand We are thrilled to partner with them to give fans a first-of-its-kind immersive experience for UFC fights around the world.
“This kind of shared viewing experience does not exist anywhere else on the planet, and we are proud to introduce this new era of live entertainment in collaboration with UFC. True to form, UFC is always pushing boundaries and will be an anchor of our live sports programming, serving as our second major league relationship, with many more to come soon.”