“The unexpected meeting of cinema and sports?transforming the joy of watching into the thrill of participating.”

Nassau, a leading Korean sports brand, has partnered with CJ CGV, Korea’s number one multiplex cinema chain, to deliver a new and refreshing form of entertainment to the public. On the 27th, the two companies announced that they had signed an agreement to launch a new urban sports-culture complex called “CGV Multi Ground” (working title).

Multi Ground refers to an innovative space where select CGV theaters are renovated into indoor sports facilities, allowing visitors to engage in activities such as futsal and basketball. This initiative follows CJ CGV’s earlier move in January to transform part of its CGV Piccadilly1958 location into a climbing gym named “PEAKERS,” which has since been in operation. The new partnership arose from a shared desire to create a space where people can enjoy diverse sports experiences within the city.

Under the agreement, CJ CGV will provide the cinema infrastructure and space for the Multi Ground project, while Nassau will oversee the development of operational content and systems. Nassau also plans to expand its sports academy franchise model, such as the “Hur Jae Basketball Academy,” by incorporating professional athletes into the program.

Unlike traditional sports venues, the upcoming Multi Ground will offer more than just a place to play. It will utilize real-time analysis and physical performance tracking to provide users with personalized feedback. During each session, participants will receive data on their speed, power, and reaction time, measured through advanced equipment and AI-powered video recording. The results will be ranked to boost user engagement and create a new trend in experiential sports culture.

The collected data will be available through “SportsPie,” an upgraded version of “SoccerPie,” a digital football playground developed by sports content company Olive Creative and its platform ISDA (International Sports Data Alliance). Users will also be able to book their experiences directly through the SportsPie app.

Nassau and CJ CGV are targeting the launch of the first Multi Ground location in the first quarter of 2023 and have plans to expand the concept to include additional sports in the future.