Spain’s first soccer league the league is expanding its partnership with US technology multinational Microsoft with a focus on the digital transformation of the global sports experience. With the new collaboration, the two parties will work on the development of technology solutions for the media and entertainment industry through Laliga Tech, its own technology vertical.
As the soccer association’s global innovation and technology partner, Microsoft will help them develop new and leverage existing solutions that will drive innovation in the sports industry. The enhanced partnership will primarily focus on three areas: fans, rights holders and business partners, and venue managers.
This agreement will also include enhanced match coverage with data and custom OTT streaming options, such as manual selection of camera angles. What they will also look at are the next generation technologies of augmented reality (AG), virtual reality (VR) and 3D replays.
The League will use Microsoft’s Azure software, which will use its Artificial Intelligence and Machine Learning technologies to reinvent audiovisual formats and experiences. In addition, the two will work together to design stadium operations through security innovations in conjunction with the 5G partnership to enhance in-stadium experiences.
The association is also seen as a boost to the league income, especially for clubs that have suffered financially due to the pandemic. Because the doors are closed to fans in the stadium, they have relied heavily on digital products to enjoy the sport. As a result of the empty stadium games, the Spanish league renewed its partnership with the tech giant as they believe the rapidly growing world of sports technology could help them overcome obstacles.
Oscar Mayo, head of business and international development at La Liga, told Reuters that “We want to launch a new company … to generate income so that we can redistribute and have better clubs, better stadiums and better players.”
Mayo expects La Liga Tech to be able to generate a significant portion of the league’s revenue in the near future, which he says is valued at more than 450 million euros ($ 550 million).