Sony announced a partnership with the National Football League (NFL) in the United States. Sony will become the NFL’s Official Technology Partner, and Sony’s headphone products will also become the NFL’s Official Headphones.
Through this partnership, Sony and the NFL will work with coaches, players, teams and management to advance initiatives to transform the future of football. Based on this partnership, Sony aims to expand its sports-related technologies, including the development of referee decision support by its group company Hawk-Eye Innovations and new coaching headsets for on-field communication, in preparation for their introduction in the 2025 season.
Sony will work closely with the NFL to develop a coaching headset that will utilize Verizon Business’ Managed Private Wireless Solution over its 5G network.
In addition, Sony will utilize Hawk-Eye’s cutting-edge data and tracking services to further improve the accuracy of key aspects of the game, such as accurate ball spotting. In addition, the company will utilize the real-time visualization technology of game data from Beyond Sports BV, a Sony Group company, to contribute to improving engagement with the next generation of NFL fans.
National Football League Chief Information Officer Gary Brantley commented about the partnership:
“Building on a long-standing relationship, the NFL welcomes industry leader Sony as its Official Technology Partner. Advancing technology on and off the field is a top priority for the NFL. This partnership solidifies Sony’s role in the NFL’s ever-expanding technology ecosystem, evolving multiple aspects of football and bringing fans closer to the game.”
From expanding Hawk-Eye technology in games to leveraging Sony’s advanced filming equipment and introducing new coaching headsets for the 2025 season, the NFL will rely on Sony’s expertise and know-how to drive innovation and further solidify its position as the premier sports league.
Neil Manowitz, president and COO of Sony Electronics, said additionally:
“Sony is committed to shaping the future of sports through technology, and is constantly driving innovation that will have a positive impact on the entire sports world, including athletes, coaches and fans.”
“From the highest standards of professional photography and broadcast video production to cutting-edge tracking technology and enhancing the in-stadium experience, we work tirelessly in a variety of areas. This partnership builds on our long-standing collaboration with the NFL in many of these areas, and we are thrilled to join forces as an official partner of one of the world’s largest sports organizations to pursue our shared passion.”
Sony’s wide range of technology solutions capture the NFL’s most memorable moments and accurately deliver the excitement of the unpredictable game to fans. Hawk-Eye’s video replay technology has supported NFL referees in reviewing plays and making important decisions during games. For the upcoming season, Hawk-Eye and the NFL will jointly develop next-generation referee decision support technology that utilizes cutting-edge tracking technology to contribute to improving the fairness of the game.
In addition, the combination of Hawk-Eye data, NFL Next Gen Stats powered by AWS player tracking data, and Beyond Sports visualization technology will pave the way for real-time content production. As an example of this initiative, the Emmy Award-winning “Toy Story Funday Football” alternative broadcast, produced by ESPN, Disney, and the NFL in the 2023 season, was broadcast on Disney+, bringing football to a younger audience in various regions and becoming the channel’s largest live event to date.
Sony and its Previous Work with the NFL
Since 2020, Sony has been the exclusive provider of equipment and support to the Associated Press, the global news agency and NFL photography company. Sony’s equipment and technology have helped capture countless NFL photos over the past four years. Sony cameras are also used by NFL broadcast partners, including CBS Sports, ESPN, FOX Sports and NBC Sports, and have been a long-time fixture in the league’s biggest games, including the Super Bowl.
Sony products and technology are used extensively in many NFL stadiums across the country, with potential for even more deployments as teams and governing bodies continue to evolve the fan experience. NFL Network has also transitioned to Sony for much of its key camera equipment and broadcast systems at its new studio in Inglewood, California, which serves as the primary production location for many of NFL Network’s shows, including “Good Morning Football,” “NFL GameDay Morning” and “The Insiders.”
Additionally, “GMFB: Overtime,” an expansion of the Emmy Award-winning “Good Morning Football,” will be distributed in the U.S. by Sony Pictures Television and will begin airing on regional TV stations across the U.S. on September 2.
Through this partnership, Sony and the NFL will continue to work together to innovate new possibilities in the world of football through the power of technology, evolve the game of football and create more engaging and enjoyable experiences for fans, coaches and players.
