Microsoft's presence in American sports is very well known. The Redmond company has a deal in place with the NFL, and even sponsorship with Dale Earnhardt Jr at Hendrick Motorsports in NASCAR, and sponsor's Seattle's professional soccer team, the Sounders. When it comes to other sports entities however, Microsoft wants to change the way that they conduct their business.
According to Peter Jaeger, senior director DX and a board member of Microsoft Germany, many clubs, leagues, and federations have recognized the possibilities of digital and social media but are not using it appropriately. As published in SBD Global, he believes that Microsoft is not interested in traditional sponsorship deals. To him, the focus it seems is rather being a technological service provider that can help generate more money for the sponsors and for the clubs.
Microsoft's biggest sports deal outside the U.S. is its deal with La Liga side Real Madrid. Jaeger said that the company's deal with the Spanish football club is a perfect example of this new approach to deals with sports entities.
Microsoft has also recently shown involvement in other international sports, including its deal with the Renault F1 team -- formerly Lotus F1.