Beyond Sports

Beyond Sports is a Dutch data visualisation company that converts real match data from professional sports leagues into virtual, immersive experiences. Headquartered in Alkmaar, with international hubs, it operates as a Sony group company and works directly with data rightsholders including the NFL, NBA, NHL, FIFA, KNVB and Disney. Its work has won multiple Sports Emmy Awards.

Technical work spans data visualisation, 3D animation, artificial intelligence, tracking data processing and real-time ingestion and merging of multiple data streams. The company's advanced data engine delivers production-ready formats compatible with any output, including the Metaverse, media partners and digital platforms. Engineers and creatives work alongside one another, combining technical expertise with creative production.

Products built on this infrastructure include animated broadcasts that blend raw tracking data with 3D animation and storytelling, AI-driven sports commentary, and narrative-driven fan content for apps and gaming platforms. The company's stated approach is fan-first, aiming to bring data and intellectual property to life for modern audiences across sports, entertainment, gaming and virtual experiences.