ONE enhances fan engagement with Microsoft deal

ONE Championship has agreed a new partnership with Microsoft which will see the duo ‘transform’ the Singapore-based mixed martial arts promotion’s digital fan experiences.

Under the terms of the partnership, ONE will enhance its over-the-top platform by leveraging Microsoft Azure’s artificial intelligence analytics software to deliver streaming services and personalised content offers for fans around the world.

By utilising AI-powered recommendation engines and analytics on fan behaviour and viewing habits, ONE will be able to boost fan engagement across all touchpoints and provide a ‘reimagined, tailor-made’ experience.

“I am thrilled to announce that ONE Championship has officially partnered with Microsoft to deliver fans the absolute best in data-driven digital experiences,” Chatri Sityodtong, chairman and CEO of ONE Championship, stated. “ONE Championship is a global leader in live sports, and through the Microsoft cloud, we can accelerate our capabilities and digital presence.”

MMA fans will also gain access to unique sets of data and statistics, ranging from the strength of a kick to the number of punches.

In the future, the partnership will also enable ONE to explore other functionalities such as the use of holographic computing in injury prevention; as well as the ability to improve athletic performance through AI and machine learning.

Jean-Philippe Courtois, EVP and president, Microsoft Global Sales, Marketing & Operations, stated: “Demand for digital experiences has never been higher and our partnership with ONE Championship — a leader in sports entertainment with the largest and most rapidly growing millennial fan base — will enable them to deliver on this opportunity in innovative new ways and enhance the services they provide for supporters, athletes and employees.

“We’re looking forward to working with ONE to help accelerate its digital transformation for the benefit of millions of sports fans around the world.”