Microsoft Corporation (NASDAQ: MSFT) and LaLiga has announced an expansion of their partnership that is focused on digitally transforming the sports experience on a global scale. The expansion includes development of technology solutions to the media and entertainment industry through LaLiga’s technology offering, LaLiga Tech.
LaLiga will also utilize Microsoft Azure, machine learning and AI for its LaLigaSportsTV OTT platform and Mediacoach platform to recreate audiovisual experiences and formats. “We value Microsoft as our technology and innovation partner and appreciate how they collaborate deeply to build innovative solutions aimed at solving business challenges specific to our industry,” said Javier Tebas, President of LaLiga. “We are moving into a new era in which technology will become the center of the fan experience and data insights will power the next stage of global growth.”
“We are thrilled to expand our partnership with LaLiga as it makes further bold moves to deepen engagement with its hundreds of millions of fans, while bringing new business models to market with Microsoft cloud and AI capabilities,” said Jean-Philippe Courtois, EVP and President Global Sales, Marketing & Operations, Microsoft Corp. “Microsoft is proud to help accelerate LaLiga’s digital innovation and empower exciting new business opportunities in the sports and entertainment industries through LaLiga’s technology portfolio.”
Leveraging powerful data and AI to delivery personalized content that is based on fan preferences, including games and video that engage casual and hardcore fans on match day and beyond is the goal.