Sony acquires Dutch-based Beyond Sports to boost its end-to-end sports business

Tokyo-based consumer electronics giant Sony Corporation announced on Monday, November 7, that it is reconstructing its sports business organisation and has acquired Dutch company Beyond Sports.

Sony mentions in a statement that Beyond Sports will drive its business alongside Hawk-Eye and Pulselive as part of Sony’s sports business.

Hiroshi Kawano, Corporate Executive, Executive Vice President of Sony Corporation, says, “We are confident that the acquisition of Beyond Sports will further strengthen our sports business to realise new sports entertainment bridging live and virtual worlds. By maximising Beyond Sports’ technology and expertise, we aim to create new sports entertainment experiences that unlock the power and emotion of sports.”

Changing the way sports are being consumed

Founded in 2014 by Nicolaas Westerhof and Sander Schouten, Beyond Sports is an AI-based data analysis and visualisation company that specialises in fan engagement.

When it comes to human movement sciences and modular but scalable solutions, the Beyond Sports team adds a new level of data experience to the group. Its patented engine accelerates attempts to make three-dimensional apps and visualisations accessible to fans and rights holders.

The company’s technology is already being used by the biggest names in the sports industry, including Sports Emmy winning NFL Wildcard game in 2021 and the popular NHL Stanley Cup Blocky livestreams.

In order to establish itself as the entry point to (live) sports in the Metaverse, Beyond Sports’ efforts are platform agnostic, which means that every output format imaginable is available for use right now, from conventional TV to fully immersive mixed reality headgear.

CEO Sander Schouten says, “We couldn’t be happier to be joining Sony’s sports businesses. 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.”

“Our vision at Beyond Sports has always been to challenge the status quo when it comes to sports data, data visualisation and sports content consumption, and we will keep on doing so for the benefit of everyone involved. We believe that we can accelerate that process alongside the existing businesses, to fully utilise the combined potential and cater to the needs of the new generation of sports fans.”

Hawk-Eye and Pulselive

Hawk-Eye Innovations have been at the forefront of sports officiating and broadcast enhancement technology since 2001. The company’s vision processing, video replay and creative graphic technologies make sport fairer, safer, more engaging, and better informed, claims the company.

The goal of Pulselive is to provide experiences that sports fans can’t live without. The company is in charge of designing, building, and maintaining digital platforms that reach millions of sports fans every day.

Aim of this acquisition

With a common commitment to providing the sports world with the best-in-class officiating, broadcast, and digital solutions, Hawk-Eye and Pulselive are the cornerstones of Sony’s sports business. With the addition of Beyond Sports to the family, Sony says it is one step closer to complete end-to-end cooperation with sports rights holders.

Rufus Hack, CEO of Hawk-Eye and Pulselive, says, “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.”

“Beyond Sports has an incredible reputation in the sports industry for delivering world-class data and using that data to create new and immersive sports content experiences. We are excited to continue to build out the breadth and distinctiveness of our capabilities and feel the data tracking expertise of Hawk-Eye paired with the data visualisation expertise of Beyond Sport will be a winning combination for our clients,” adds Hack.

This is an active move for current partners toward acquiring top-tier officiating and digital technology as well as a channel for the group’s data-collecting skills to generate more revenue and prospects for fan involvement.