Dolby Laboratories (NYSE:DLB) has entered new partnerships to bring its media technologies to in-vehicle entertainment systems and live sports streaming.

The company is partnering with Cinemo GmbH and SmashLabs, Inc. to provide immersive, music-led gaming experiences for in-car entertainment. This collaboration utilizes Dolby Atmos to connect content with automotive systems.

Additionally, Dolby is joining the Seattle Seahawks as an official technology partner. Under this agreement, the company will supply Dolby OptiView and Dolby Vision for live sports streaming.

Dolby Laboratories is a U.S.-based software company with a reported market value of approximately $6.2 billion. The company designs audio, imaging, accessibility, and other media technologies used in television, broadcast, and live entertainment.