As part of a growing partnership with the NFL, Sony, a fresh established tech companion, will create a custom microphone for trainer communications on Wednesday.
As Sony expands its sporting marketing presence, the new technology will be available before the 2025 time.
The Sony deal’s economic details have not been disclosed. Bose’s relationship with the NFL ended in 2022, and the organization has n’t had a headset sponsor since. However, previous estimates for the value of the symbols on coaches ‘ devices suggested a ballpark figure of$ 72 million. Motorola, a former league sponsor, reportedly paid$ 40 million in 2012 for similar rights more than a decade earlier. Verizon Business will also be given the honor of supporting the helmet network engineering this time.
The package builds upon an existing relationship between the parties, which includes the NFL tests Sony-owned Hawk-Eye technology to augment leaders ‘ line-to-gain and goal-line choices this summer. Sony Pictures participates in the transmission of NFL Media’s Good Morning Football, and Sony’s Beyond Sports department collaborated with the club and Disney/ESPN on the spread of the same year’s live-action version of the game.
” It’s an apparent relationship”, Tracie Rodburg, NFL SVP of international partnerships, said. The ballot resulted in a 32-0 vote when we presented the offer to the owners, who were so involved in the process.
Sony now has greater flexibility to formally market its function with the league and increases its brand exposure at NFL games. It could also do more deals with personal teams, broadcasters, athletes and leagues to develop on the new plan.
According to Matthew Parnell, senior director and head of company and society advertising and imaging solutions at Sony Electronics North America,” we see a lot of option in sports and use our innovation and technology to help get sports in general to a fresh level.”
A team of Sony engineers recently met with Philadelphia Eagles staffers in Lincoln Financial Field as part of the creation of a headset. Testing will continue throughout the season, though Sony’s new offering will likely rely on the company’s noise-canceling tools and other existing audio knowhow.
” From the fan perspective, we want them to know that wherever they’re watching the game they love, whether they’re in stadium or at home, that Sony technology is helping to bring that experience to life”, Maya Wasserman, Sony Electronics North America director and head of marketing for personal entertainment, home entertainment and brand marketing, said. With our headphones, TVs, and cameras, we’ve been working with creators and in communities promoting photography, music, and filmmaking for a while; this is a natural progression into sports.
In terms of line-to-gain testing, information collected during the preseason to determine whether a ball carrier achieved the required yardage will be used to determine a potential future rollout. In the end, the football operations and competition overseers of the league will determine the program’s direction.
While Sony is now an official technology partner, the$ 100 billion market cap company is far from the only tech giant in the NFL’s orbit. The league has already found marquee ways to involve Cisco, TCL, Amazon, Microsoft, Google and Apple. This season, the league is also adding Netflix as a live game broadcaster.
” It really depends on finding a partner who excels in their field.” And that is why we carved out that kind of tech space, Rodburg said.