May 20 – LaLiga are expanding their Microsoft partnership, announcing the tech giant as LaLiga’s global Tech and Innovation Partner.
Microsoft has been a LaLiga partner since 2016 working on the development of fan engagement new technology experiences to engage fans inside and outside stadiums. The new collaboration with Microsoft will work on commercialising LaLiga’s existing technologies in the market through LaLiga’s technology business, LaLiga Tech.
“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.”
LaLiga has a number of technology solutions developed with Microsoft including fan focussed applications Azure Event Hubs, Azure Data Lake, Azure Databricks and Azure Machine Learning that provide data-enhanced match coverage, as well as personalised OTT streaming options such as match camera angle selection.
LaLiga said it will develop new experiences under the partnership using augmented reality, virtual reality and 3-D replay technology.
LaLiga also has a suite of business-to-business sports technology solutions including for the broadcast and commercial rights market Azure, Dynamics 365, Power BI, SQL Database and Azure Cosmos DB, Azure Machine learning which will enable an enhanced OTT streaming platform that features personalised recommendations and enhanced experiences with content curated to consumer preferences, games and services. Further solutions for streamlining stadium operations have also been developed by LaLiga.
LaLiga said the collaboration is key to the growth and development of LaLiga Tech, and will package existing technologies into a commercial offering for the sports industry. This will include a range of solutions from match-day stats and analytics to OTT streaming services, and content protection services, as well as venue access management systems.
LaLiga said the partnership will focus on co-innovation and cloud acceleration using Microsoft Azure and its AI capabilities and provide the league not only with new technologies but also new growth and business opportunities via market leading technologies.
“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.
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