NBA signs multi-faceted technology partnership with Microsoft

The National Basketball Association has signed a multiyear, multi-faceted partnership with technology giant Microsoft aimed at elevating the fan experience and how consumers interact with the league, in part through the development of a next-generation streaming service.

As part of the multiyear relationship, Microsoft and NBA Digital – which is co-managed by the NBA and broadcast partner Turner Sports – will create an innovative, new direct-to-consumer platform on Microsoft Azure's cloud computing platform, which will use artificial intelligence, machine learning to customize and localize experiences for the league's global fanbase.

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