LaLiga goes global with new Microsoft digital partnership

Spain’s LaLiga is putting global reach at the heart of a new digital partnership with US tech giant Microsoft.

In a new collaboration, LaLiga will share digital content with Microsoft News and other Microsoft platforms, reaching a global audience of over 500 million fans in 26 languages.

LaLiga will also offer digital content such as match highlights, club videos and player stats to Windows, Bing, Edge and Xbox Live.

In return, LaLiga will have access to Microsoft’s artificial intelligence and cloud services, which will provide personalised fan interactions and digital engagement channels.

Fans can specify their favourite LaLiga teams and players and access a personalised content feed.

Melcior Soler, director of LaLiga’s audio-visual department, said: “As a leader in the production of entertainment content, this partnership represents a significant step for us.

“Our aim is to reach all of our fans and tailor our content to their tastes and preferences as much as possible, with a view to continuing LaLiga’s global expansion.”

The deal sees the two companies expand on their 2016 agreement, when Microsoft signed up as LaLiga’s Official Technology Partner.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.