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Sony has significantly expanded its presence in the sports industry through strategic acquisitions, technological partnerships, and broadcasting rights.

Acquisitions and Technological Innovations
In November 2022, Sony acquired Beyond Sports, a company specializing in real-time 3D visualization of sports data. This acquisition enhances Sony's capabilities in delivering immersive sports experiences by integrating Beyond Sports' technology with Sony's existing Hawk-Eye Innovations, known for officiating and tracking technology. This integration aims to pioneer 3D animation in sports broadcasting, allowing viewers to create personalized narratives of sports games.
Sony
In October 2024, Sony further expanded its sports data business by acquiring KinaTrax, Inc., a company specializing in capturing and delivering biomechanical performance data. This acquisition aims to enhance Sony's offerings in sports analytics and athlete performance monitoring.
Sony
Partnership with the NFL

In July 2024, Sony became an official technology partner of the National Football League (NFL). This partnership involves integrating Sony's Hawk-Eye tracking technology to support officiating and in-game communications. Additionally, Sony is developing advanced headphones for NFL coaches, set to debut in the 2025 season. These headphones are designed to withstand various weather conditions and function effectively in loud stadium environments, utilizing Verizon's private 5G networks for clear communication.
The Verge
Broadcasting Rights in India
In November 2024, Sony India's unit secured media rights for all Asian Cricket Council (ACC) tournaments until 2031 for $170 million. This deal covers television, digital, and audio platforms, strengthening Sony's position in the Indian market. Previously, Star India, owned by Disney, held the ACC rights until 2023.
Reuters
These strategic moves underscore Sony's commitment to enhancing sports entertainment through technological innovation and expanded content offerings.