Beyond Sports
Beyond Sports's Overview
Beyondsports, now part of Sony's sports businesses, is a pioneering AI technology company transforming how sports are played, coached, and experienced. They specialize in converting complex sports data from player and ball tracking systems into intuitive visualizations and real-time tactical analysis. Their solutions cater to clubs for performance improvement, broadcasters for enhanced fan engagement through innovative graphics and multi-angle replays, and fans for immersive experiences like live game streaming in virtual reality. By leveraging cutting-edge AI and machine learning, Beyondsports aims to unlock the full potential of sports data, offering deeper insights and more engaging ways to connect with the game. Since its acquisition by Sony in 2022, Beyondsports has further expanded its capabilities and global reach, integrating with Sony's Hawk-Eye Innovations to deliver comprehensive sports technology solutions.
Where is Beyond Sports's Headquarters?
HQ Function
Serves as the central hub for research and development, product innovation, core operations, and strategic management for Beyondsports' AI-powered sports visualization and analytics technologies.
Notable Features:
The office is situated in a modern business environment in Alkmaar, likely equipped with advanced technology infrastructure to support R&D and software development. It's designed to foster a collaborative and innovative atmosphere.
Work Culture:
The work culture at Beyondsports is characterized by innovation, passion for sports and technology, and collaboration. As a part of Sony, it combines the agility of a tech scale-up with the resources and stability of a global corporation, encouraging creative problem-solving and cutting-edge development.
HQ Significance:
The Alkmaar headquarters is significant as the birthplace of Beyondsports' core technology and intellectual property. It remains the nerve center for its technological advancements and product strategy, driving its contributions to Sony's sports businesses.
Values Reflected in HQ: The headquarters' focus on a collaborative and technologically advanced environment reflects Beyondsports' core values of innovation, excellence, teamwork, and pushing the boundaries of sports technology.
Location:
As a key part of Sony's sports businesses, Beyondsports supports a global clientele including major sports leagues, federations, and broadcasters across Europe, North America, Asia, and other regions. Their AI-driven solutions for tactical analysis, real-time broadcast enhancements, and immersive fan experiences are utilized internationally. While core development is centralized in Alkmaar, Netherlands, Beyondsports leverages Sony's extensive global network for sales, support, and operational deployment, enabling them to serve partners and customers worldwide.
Street Address:
Pettemerstraat 7
City:
Alkmaar
State/Province:
North Holland
Country:
Netherlands
Beyond Sports's Global Presence
Buying Intent Signals for Beyond Sports
Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.
Executive Team of Beyond Sports
As of April 2025, Beyond Sports' leadership includes:
Investors of Beyond Sports
Beyond Sports has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
Following its acquisition by Sony in February 2022, the founding executive team of Beyondsports, including Nicolaas Westerhof (CEO), Sander Schouten (CCO), and Richard Brinkman (CTO), has continued to lead the company within Sony's sports division. There have been no major public announcements regarding executive hires or departures specifically for the Beyondsports unit over the past 12-18 months, indicating leadership stability during its integration and growth phase under Sony. Focus has been on leveraging Sony's resources to expand product offerings and market reach.
Technology (Tech Stack) used by Beyond Sports
Discover the tools Beyond Sports uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Beyond Sports Email Formats and Examples
Common email formats for Beyondsports likely follow standard professional patterns such as [first].[last]@beyondsports.io or [firstinitial][last]@beyondsports.io. Since the acquisition by Sony, employees might also use or transition to Sony corporate email addresses for broader communication, though domain-specific emails for Beyondsports are likely maintained.
[first].[last]@beyondsports.io or [firstinitial][last]@beyondsports.io
Format
jane.doe@beyondsports.io or jdoe@beyondsports.io
Example
85%
Success rate
News and media
Beyondsports.io • February 7, 2023
Beyondsports and ESPN Bring NHL ‘Big City Greens Classic’ to Life
Beyondsports collaborated with ESPN and the NHL to produce an innovative live, animated broadcast of the NHL All-Star Game, titled the 'Big City Greens Classic.' The technology converted real-time NHL Edge player and puck tracking data into animated characters from the popular Disney show, providing a unique and family-friendly viewing experience....more
Sony Group Portal • January 5, 2023
Sony’s RTS and Beyond Sports Launch New Live Data-driven Sports Visualizations at CES 2023
At CES 2023, Sony's sports businesses, RTS (Hawk-Eye Innovations) and Beyond Sports, unveiled new live sports data visualization services. These services integrate Hawk-Eye's optical tracking and data platforms with Beyond Sports' AI-powered visualization engine to create real-time, data-rich content for broadcast, digital platforms, and enhanced fan engagement....more
Sony Group Portal • February 28, 2022
Sony Acquires Beyond Sports, an AI-based Data Analysis and Visualization Company for Sports Entertainment
Sony Group Corporation announced the acquisition of Beyond Sports B.V., a Netherlands-based company specializing in AI-driven data analysis and visualization for the sports industry. This acquisition aims to strengthen Sony's sports business by combining Beyond Sports' technology with the capabilities of Hawk-Eye Innovations to create new sports entertainment experiences....more
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