The Detroit Lions named L1VE their Official Immersive Partner, becoming the first NFL club to license immersive live rights — a class of rights L1VE positions alongside broadcast and streaming rather than inside either. The reasoning the club gives is capacity: Ford Field seats around 65,000, and the Lions' fanbase is a multiple of that.
L1VE captures the whole venue in stereoscopic 360° 3D at 14K and sends a single production to every viewer at once, running on major immersive headsets including Meta Quest and Apple Vision Pro. Fans take a seat inside the stadium, hear the crowd around them, and see and react to the action alongside other fans in the same virtual space rather than watching a conventional broadcast feed.
The partnership opened with the preseason game against the Washington Commanders at Ford Field on 22 August 2026, kicking off at noon. Fans create a free account at l1ve.com and join through the L1VE platform on gameday. For this first step, live coverage was limited to viewers inside Michigan.
L1VE was founded in 2022, is headquartered in New York with research and development in Germany, and owns the glass-to-glass technology stack and direct-to-fan platform the experience runs on.
