Microsoft and LaLiga announce innovative global partnership

Spanish football’s governing body, LaLiga and Microsoft have signed a global partnership in a bid to transform fans’ digital experience. The tech giant is to become LaLiga’s Official Technological Partner.

LaLiga is to deliver new digital products and services based on Microsoft solutions to more than 1.6 billion fans worldwide, who will have access to relevant and customised content and videos on their favourite teams and players.

“It is a very important day for LaLiga. Our 360° strategy is key. 180° refers to live games, but that didn’t cut it for our supporters. Today we’re announcing a digital strategy which is fundamental for us. Taking into account the different competitions, teams and players, LaLiga has the most followers in the whole world, but we won’t stop there. We have to give our fans experiences. We want to obtain information about their preferences in order to do so. If we manage that, fan loyalty will be boosted. The 90 minutes isn’t enough nowadays. If we don’t do that, we won’t grow. That’s why Microsoft is key to our development. Years ago we were speaking about debts and tidying the game up, we’re over all of that now,” said Javier Tebas, President of LaLiga. 

By deploying Microsoft’s artificial intelligence tools and applying its cognitive services, LaLiga will be able to transform its operations, for instance, it will be able to foresee the demand for specific online content or predict attendance numbers at the stadium on any given day. 

The use of chat bots will enable a new model of interaction with fans through voice and natural language. “Our partnership with LaLiga is going to lead to a major new wave of innovation in the sports industry, revolutionising the way in which supporters relate to clubs and players, and radically transforming the management model of the sports organisations themselves,” stated Pilar López, President of Microsoft Ibérica.

{jcomments on}