Beyond Sports

Beyond Sports is a Netherlands-based sports technology studio that turns live tracking, optical and sensor data into real-time 3D visualizations, animated broadcasts and immersive simulations. Founded in 2014 by Sander Schouten and Nicolaas Westerhof, the company developed from work to make positional sports data more intuitive for broadcasters, teams and audiences.

Its proprietary AI-powered visualization engine processes raw sports data and translates it into interactive virtual environments, character animation and live alternative broadcasts. The studio combines animation, data processing and digital product development to create experiences for professional sport, media partners and fans.

Real-time sports experiences

Beyond Sports is known for animated live sports broadcasts that pair optical tracking with 3D character animation. Its work includes the Nickelodeon NFL Wild Card Game Livestream, Toy Story Funday Football, the NHL Big City Greens Classic, and the Sanrio-themed alternative baseball broadcast Let's Play Baseball: Sanrio Characters and the Dreamy Game.

The company also applies its technology to performance and tactical use cases. Its virtual-reality simulation tools have been used by football organizations including AFC Ajax, PSV Eindhoven, Arsenal FC, the Royal Dutch Football Association and the German DFB to review decision-making, match situations and rehabilitation scenarios.

Expanded sports technology offering

Following Sony Corporation's acquisition of Beyond Sports in 2022, the studio became part of Sony's Sports Businesses. In 2025, sister digital agency Pulselive was integrated under the Beyond Sports brand, expanding the business across four areas:

• .STUDIO for data visualization and animation
• .CONNECT for sports-data processing and integration
• .DIGITAL for web, mobile and fan-platform development
• .PLAY for interactive fan experiences

Beyond Sports works across sports broadcasting, professional performance analysis, digital media and fan engagement, connecting real-world sporting events with new forms of live, interactive viewing.