The pair will collaborate on efforts to transform the sport viewing experience.

LaLiga Microsoft partnership

LaLiga has expanded its official tech and innovation partnership with Microsoft. 

The pair will focus on efforts to transform the sport experience, and collaborate on developing technology solutions to the media and entertainment industry through LaLiga’s technology offering, LaLiga Tech.

LaLiga will utilize Microsoft Azure, including AI and machine learning for its LaLigaSportsTV free OTT video streaming platform and Mediacoach (match stats and visualization) platform, to reinvent interactive audiovisual experiences and formats. 

In addition, LaLiga will package its full range of existing technologies into a commercial offering for the sports industry, from match-day stats and analytics to the next generation of OTT streaming services, to the most advanced content protection services and venue access management systems, through LaLiga Tech.

Also, Microsoft Power BI dashboards provide data visualization for TV audience, fan360, social media, brand favorability and engagement, web and app performance per country.

Javier Tebas, president of LaLiga, said: “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.”

Jean-Philippe Courtois, EVP and president global sales, marketing & operations, Microsoft Corp., added: “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.”