Nascar partners with Cosm to offer Daytona 500 in shared reality

Venues in Los Angeles and Dallas to use immersive technology for first-of-its-kind Cup Series experience.

February 11, 2025
Cian Brittle

Experience to be offered at venues in LA and Dallas
Immersive 87-foot diameter LED domes to broadcast racing action

Nascar has partnered with immersive technology specialist Cosm to offer this weekend’s Daytona 500 in shared reality.

This will be the first use of the immersive technology to broadcast a Cup Series race, which will be done in collaboration with Fox Sports.

Cosm will leverage multiple vantage points around the Daytona International Speedway, delivering real-time footage to fans in attendance at its LED domes.

The domes are 87 feet in diameter and have shown various other high-profile sporting events, including the Ultimate Fighting Championship (UFC), the National Football League (NFL), and the English Football League (EFL).

The experience will be offered at Cosm’s venues in Los Angeles and Dallas, giving guests panoramic views of the racing action.

BlackBook says…

Nascar is trying to appear more light on its feet when it comes to innovating, especially with adopting new technologies.

Offering the Daytona 500 through Cosm’s experiential domes is a much more progressive tactic for the series and follows the launch of its first free-ad supported streaming television (FAST) channel, which will be available exclusively on Fox-owned Tubi and is a clear sign of Nascar trying to target new fans.

The experience at Cosm is also very accessible, with tickets starting at just US$6 for general admission. If successful, this could easily be rolled out for other notable events throughout the Cup Series season.

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