Spain: Microsoft strengthens its technological partnership with LaLiga (AI, cloud, data, VR, etc.)

The American IT company Microsoft has extended its partnership with LaLiga in a deal "aimed at digitally transforming the sports experience globally" from 2021-22, announced the Spanish body on 19/05/2021.

"The companies will also collaborate on developing technology solutions to the media and entertainment industry through LaLiga's technology offering, LaLiga Tech," said the Spanish League, in partnership with Microsoft since 2016-17. The American group thus moves from the status of associate partner (third level) to that of global partner (second level), the same level as Puma, BKT (tyres) and Budweiser (beer).

"The collaboration is key to the growth and development of LaLiga Tech, through which 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," explained LaLiga.

"This will help LaLiga expand into a new era in sports and beyond and enhance the fan…