Leaders 2018: "LaLiga, like the NFL, wants to grow sportainment'" (S. Lancestremere, Microsoft)

"We started with Real Madrid, and we were already working with Mediapro, so this (partnership with LaLiga) was the next logical step. So after working with those two entities in Spain, and also our big partnership with the NFL, our director basically talked directly with Javier Tebas, and the conversation went fantastic. LaLiga's interest's are very similar to our work with the NFL, we hit it off in terms of wanting to grow sportainment," said Sebastien Lancestremere, sports business managing director at Microsoft, on 10/10/2018 during the 2018 Leaders Sport Business Summit, organized at the VIP areas of Stamford Bridge in London (ENG), the stadium of Chelsea FC (Premier League).

"LaLiga has a TV audience of 2.6 billion total TV viewers per year. We reach over 1.9 billion in social media. Digital transformation is fundamental for LaLiga, and Microsoft and its tools help bring added value to the league and our clubs. Our goals with this partnership, and I emphasize this is not a sponsorship, but a true innovation partnership, is to better understand our fans, and develop methods to…