This is the NFL’s new technology partner and manufacturer of the weatherproof headsets for coaches

For eight years, Bose partnered with the NFL as the league’s coaching headset partner. But from 2022 until now, they’ve remained un-sponsored.

But in 2025, they’ve finally gotten a new sponsor. Sony is partnering with the NFL to launch new, custom-designed coaching headsets that will debut this season, and they are built to last.

Why NFL coaches are stepping into the future this season with Sony

The new devices were designed with extensive input from NFL coaches and tested under extreme conditions, including freezers, humid Tokyo streets, and even showers, to ensure durability, waterproofing, and noise-cancellation performance. NFL coaches explicitly talked about durability as one of the most important factors they were looking for as games can be played in pouring rain, snow, and extreme heat.

The collaboration is part of Sony’s broader role as the NFL’s official technology partner, a multi-year deal that also includes Hawk-Eye line tech and production tools for broadcasts.

This move reflects the NFL’s effort to modernize sideline communication while avoiding past tech flops. While the financial terms weren’t disclosed, marketing experts estimate Sony will gain around $150 million annually in brand exposure thanks to headset visibility during games and programs like “Hard Knocks“.

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