Spanish football league LaLiga signs Microsoft as global technology partner

From their more than obvious involvement in the NFL, partnership with NASCAR’s Hendrick Motorsports, and even their recent partnership with the Toyota FIA World Championship team, there is no hiding that Microsoft is very involved in all forms of sports.  Today, however, a new form of Microsoft sports involvement has arisen, as the Spanish football league LaLiga has announced that it has signed Microsoft as a global technology partner (via SportBusiness.com)

According to SportBusiness, under the new partnership, Microsoft will use it’s software solutions to help transform the digital experience for supporters of the LaLiga, which  is the operator of the top two divisions of Spanish football. The length of the deal was not disclosed, but it was revealed that Microsoft’s artificial intelligence tools and Azure will be used across the league. Additionally, Microsoft will reportedly push for the adoption of digital platforms by football clubs in order to aid fan engagement, all while promoting MediaCoach, which is a technology that enables customized analysis of matches for clubs.

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What is your take on this latest Microsoft partnership?