La Liga – Microsoft Partnership Look To Transform Sports Experience

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n expanded partnership between Spanish Football League, La Liga, and Microsoft is working to transform fan experiences with Augmented Reality (AR), Virtual Reality (VR) and 3D.

SportsPro Media reports the partnership will include collaborating on “providing data-enhanced match coverage, new experiences with AR,VR and 3D replays” and “personalised over-the-top (OTT) streaming options such as camera angle selection.”

The expanded partnership will also allow La Liga to use Microsoft Azure’s Artificial Intelligence (AI) for LaLigaSportsTV OTT along with Mediacoach “to reinvent interactive audiovisual experiences and formats” according to a Microsoft press release.

LaLigaSportsTV’s current OTT streaming service, which features multiple sports, has registered over 1.5 million users.

In a statement, president of La Liga, Javier Tebas acknowledged the importance of the partnership and the role of technology in fan engagement.

“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,” Tebas said.

“We are moving into a new era in which technology will become the centre of the fan experience dan data insights will power the next stage of global growth,” he said.

Microsoft has been a partner of La Liga since 2016 and Microsoft executive vice president and president global sales, marketing and operations, Jean-Philipe Courtois said he’s excited the partnership has been expanded.

“We are thrilled to expand our partnership with La Liga 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,” Courtois said in a statement.

“Microsoft is proud to help accelerate La Liga’s digital innovation and empower exciting new business opportunities in the sports and entertainment industries through La Liga’s technology portfolio,” he said.