Sony is looking to the metaverse with the Beyond Sports acquisition!

Sony has acquired Beyond Sports, an AI-based data analysis and visualization company specializing in fan engagement. As a result of the deal, Sony is reconstructing its sports business organization with the Netherlands-based Beyond Sports joining Sony-owned optical tracking provider Hawk-Eye Innovations Ltd and digital media platform  Pulselive - A Sony Sports Company  under its sports business umbrella.

Beyond Sports technology is already being used in high-profile sports events, including
Nickelodeon’s Emmy-winning, AR-powered NFL Wild Card game broadcasts the past two
seasons and the NHL Stanley Cup Blocky livestreams during the Playoffs last June. Big names
use its services in the sports industry, and the company boasts leading sports clients that
include ESPN, Sky Sports, NFL, Premier League, DFB, KNVB, MLS, NHL, beIN SPORTS, and
the NBA.

According to Sony, adding Beyond Sports to its portfolio means a step closer to a complete
end-to-end partnership for sports rights holders using Hawk-Eye, Pulselive, and Beyond Sports
in a single cohesive ecosystem. As for existing partners, Sony says this is an active step
towards receiving best-in-class officiating and digital technology and an outlet for the group’s
unique data capture capabilities to drive additional commercial value and fan engagement
opportunities. Beyond Sports’ efforts are platform agnostic. Any output format imaginable is
ready to be used instantly, from traditional TV to fully immersive mixed reality headsets,
positioning itself as the gateway to live sports in the Metaverse. 

Rufus Hack, CEO at Hawk-Eye and Pulselive, stated: “We are delighted to welcome Beyond
Sports as we further strengthen Sony’s sports business. We feel that marrying the unique

capabilities of Beyond Sports alongside the incredible businesses of Hawk-Eye and Pulselive
will truly enhance our ambition to be a strategic partner to the world’s biggest sports leagues.”

Hiroshi Kawano, Corporate Executive, Executive Vice President of Sony Corporation, stated:
“We are confident that the acquisition of Beyond Sports will further strengthen our sports
business to realize new sports entertainment bridging live and virtual worlds.”

Sander J Schouten, Beyond Sports’ CEO & Co-Founder, added: “Hawk-Eye and Pulselive
offer an incredible suite of products and services to their clients globally, across different sports
and end user touch points, and we’re excited to add ourselves to these conversations.”
Sony hopes combining the three businesses will strengthen its bid to become more than just a
technology supplier to the industry. It wants to become a partner capable of offering leagues,
federations and broadcasters end-to-end services that aid the digital transformation of sport.


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