The Rival Pod: Episode 2 with Peter Murphy, SVP of COSM
Inside COSM: How Pete Murphy Thinks About “Shared Reality,” Fan Access, and the Next Era of Live Viewing
On The Rival Pod, Pete Murphy, SVP of Content & Media at COSM, broke down how COSM is redefining live sports viewing — not by replacing stadiums, but by creating a new category that blends immersion, community, and hospitality.
Below are the key takeaways, straight from Pete.
From finance to sports media to building COSM
Pete didn’t start out planning a career in sports. After working in finance, he realized the industry’s digital transformation — streaming, social, and direct-to-consumer platforms — created a chance to turn passion into profession.
“It wasn’t until I started my first job at Barclays where I really started to think, where can I go from a career perspective following a core passion of mine?”
What “shared reality” really means
Shared reality is COSM’s core thesis: transporting fans inside the best possible view of a live event, while keeping the experience physical and social. Unlike VR, it’s built for being together — drinks, reactions, high-fives, and all.
“The core experience is physical and communal… it’s more like you’re at an event than sitting at home.”
Why Pete took the leap to COSM
Joining COSM was a risk — especially during early COVID — but the combination of proven tech, strong capital, and trusted people made it real. What ultimately sold Pete was the chance to help build something new, not just operate inside an existing machine.
“For me, it was really an interest in building a business and having influence over the strategic direction.”
The problem COSM is solving in live sports
COSM doesn’t try to replace being in-stadium. Instead, it offers intimacy, premium hospitality, and access that many fans simply can’t get — especially out-of-market supporters.
“We view ourselves as complimentary to the in-venue experience… but there are other things we can improve.”
Data, personalization, and repeat fandom
COSM is still early in its data journey, but the goal is clear: understand fan affinities to drive repeat visits across teams, leagues, and event types. That same data is also improving food, beverage, and on-site experience.
“How do we map your profile so if you come for one team, we’re targeting you for the next one?”
How COSM chooses new cities
Expansion starts with major markets, but real estate and development partners are the deciding factors. COSM looks for long-term partners who are building destinations — not just buildings.
“Who is the development partner matters as much as the city — we want to be committed for decades.”
Pricing philosophy: habit, not a treat
COSM balances premium moments with accessible entry points, including low-cost GA options and family-friendly entertainment programming. The goal is repeat behavior, not once-a-year visits.
“We want to be a habit, not a treat.”
Innovation beyond the screen
The next phase of COSM focuses on interactivity — turning events into full experiences through activations, social moments, and experimentation around the content itself.
“We can be more than a theater… there’s an event around the event.”
Sports betting and predictions
While COSM won’t become a sportsbook, Pete sees betting and prediction partners as a way to extend dwell time and deepen engagement — especially in legalized markets.
“We will never be the book, but it’s logical that we would look for partners.”
New categories Pete is most excited about
Women’s sports are already working. Music is Pete’s “white whale,” with massive upside once COSM reaches broader scale. Esports is promising, but requires precise timing.
“Live concert footage on this thing is mind-blowing.”
What success looks like over the next 5–10 years
For Pete, success means scale first, then optimization — getting COSM into enough markets that it becomes a true fan utility.
“Every time I go up the escalator and see the dome, I still think: damn, this is sweet.”
The Lightning Round Recap
Q: Favorite athlete growing up.
A: Mariano Rivera.
Q: Favorite athlete today.
A: Jalen Brunson.
Q: Favorite video game ever.
A: The original Halo.
Q: Best live sports moment you’ve seen (live or on TV).
A: Fan: Super Bowl XLVI (Giants over Patriots). Work: 2022 World Cup Final (Argentina vs France).
Q: Favorite city to watch a game.
A: Knicks playoffs at MSG
Q: One rule you’d change in sports.
A: Allow challenging pass interference (at least in key moments like the final two minutes).