At the last membership meeting of the Real Madrid, its president Florentino Pérez, hinted at the possible future collaboration between the Madrid entity and the technology giant Apple, with the aim of developing cutting-edge glasses to be able to watch football matches in the Santiago Bernabéu stadium itself, but without leaving the living room.
Florentino has already confirmed that they are “negotiating with Apple about being able to put on glasses and watch the game as if you were in the stadium, it would be the infinite Santiago Bernabéu”, a novelty in the world of Spanish sport, but not worldwide. In the United States they are years ahead and they already experience sport in a different way. It is true that the way of consuming NFL or baseball is not the same as football in Europe, but rather it is a whole ritual that includes what they call ‘Sunday Night Football’. To such an extent it is like a religion that even, on one of the biggest days in the country, Thanksgiving Day, National Football League games are played.
The equivalent in Europe is the Premier League ‘Boxing Day’ celebrated annually every December 26, just after Christmas, being the only football league in Europe that interrupts its break during the Christmas holidays.
Cosm, pioneer in the new US sports offer
The number of sports fans increase year after year causing skyrocketing demand that far exceeds supply. There are many fans who are frequently left out of their favorite sports stadiums and the sector is already looking for (and has found) the perfect solution to cover this need and in turn increase sports income at all levels.
The clearest example that represents this evolution is Cosm, a place located in Dallas, USA, part sports bar and part planetariumwhich promises an immersive game day experience for fans of the Dallas Cowboy baseball team and for just a fraction of the cost of admission to the stadium.
So, The future of sports billing is undergoing a significant transformation thanks to the incorporation of new technologies, among which the immersive cinemas and LED technology screens stand out. These innovations are not only disrupting the way fans consume sporting events, but are also opening up new opportunities for monetization and economic growth in the sector. In this context, immersive cinemas and LED screens can play a key role, both in improving the viewer experience and in creating new revenue streams.
Playback in 10.5k
In the specific case of Cosm, it is a kind of planetarium with all kinds of amenities linked to leisure, from bar and restaurant serviceto areas reserved for fans and playing areas. The crown jewel of this unique entertainment concept is the immense screen that reproduces in high quality, in 8K and sometimes even in 10.5K, thanks to the cameras installed at the foot of the stadiumcreating an almost realistic environment and perception. In addition, during the broadcast, its own 3D graphics are also added.
“We will never be able to recreate the stadium experience, We won’t even hope to beat it, there’s nothing like being at a great game, there’s something special about the electricity in the room. But we want to offer the best.” says Jeb Terry, president and CEO of Cosm and former NFL offensive lineman. For Bedrock’s CEO, Cosm implies “a unique entertainment concept that does not exist in the market.”
Tickets to attend the Cosm ‘bar’, with capacity for 800 people, and enjoying a match almost as if it were the same stadium are usually much cheaper. Depending on the option chosen, there are loose seats, cabins for groups or even standing ones, the value may vary: a cabin for 3 people costs about 300 dollars.
Apart from Dallas, Cosm also has another center in Los Angeles.
Sky Bar Real Madrid
Although in Spain we are quite far from this business model, there are other types of sports experiences aimed at the complete enjoyment of the consumer and aimed at meeting the needs of a growing demand.
The first example is the Sky Bar of the recently renovated Santiago Bernabéu: an exclusive area at the top of the white temple intended to house all those fans who want a total Madrid experience. With a complete vision, and almost a bird’s eye view, the ‘Vikings’ can enjoy a Real Madrid match while enjoying the first beer brewed inside a football stadium.
Although it is a current initiative. The team from the capital is not new to offering different experiences: Years ago he opened his restaurants inside the stadium itself to be able to admire the green of the Bernabéu while enjoying a good meal. (they closed on match days).
Diversify business and expand growth
These types of immersive cinemas are designed to offer a more immersive visual and sensory experience than traditional screens. Using technologies such as 360° projection, three-dimensional sound and the integration of physical elements in the room, Immersive cinemas allow viewers to feel as if they are inside the sporting event. This experience can be applied to football, basketball, tennis matches, and even less traditional sports, providing an alternative to conventional viewing on television or streaming.
However, the future of sports billing through these technologies also presents some challenges. The initial investment in immersive cinemas and LED screens is considerable, which can make its application difficult for some actors in the sector. However, the growing demand for innovative experiences and the ability of these technologies to attract new audiences may justify this investment in the long term. Likewise, the integration between technological platforms, sporting events and monetization models will be key to making the most of the potential of these innovations.
In the same way, the evolution of the sector is closely linked to the development and adoption of technologies, which create new sources of income for the sports industry. As these technologies continue to evolve, the sports sector has the opportunity to diversify its business model, improve the viewer experience and expand its global reach, opening a range of possibilities for its growth in the coming decades.
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