Spain’s La Liga and IT service company Globant is partnering with Microsoft to harness the latter’s AI services for a range of engaging activations.

The partnership entails that La Liga will tap into AI to create a suite of coaching, fan engagement and broadcasting tools designed to bolster each respective area. 

The Spanish top flight league aims to initially create a real-time multi-lingual subtitle feed to enhance the accessibility and viewing experience for international audiences and fans with hearing impairments. 

La Liga also intends to integrate real-time statistics to its Mediacoach application and tap into GPT technology to create content for fans that aims to drive fan participation and engagement. 

Ignacio León, Enterprise Commercial Lead at Microsoft Spain, commented: “At Microsoft, we are pleased to work with LaLiga Tech and Globant on this initiative to help transform sports through artificial intelligence and the power of Azure,” said Ignacio León, enterprise commercial lead of Microsoft Spain.

“Our relationship with LaLiga represents a significant milestone in our longstanding collaboration, where we have successfully developed digital products and solutions that have redefined the landscape of sports and entertainment. 

“We are excited about the possibilities that AI brings to this area, and we remain committed to using our technology to drive positive change and enhance the sports industry for everyone involved.”

Microsoft will lend its Azure OpenAI service to La Liga as the league will gain access to OpenAI GPT-4 and AI-optimised cloud infrastructure to deliver on its products. 

The tech giant has worked with La Liga for several years which included a joint venture with Globant in 2021 which saw the development of an in-house league tech division; La Liga Tech.

“For a decade, AI and data have been an integral part of Globant’s vision and have been applied across the company to deploy solutions that increase productivity and efficiency,” added Agustin Huerta, Senior of Technology at Globant.

“Through LaLiga Tech, our joint venture with LaLiga, and partnership with Microsoft, we are working to extend these solutions to the sport industry. The first tests have proven to be disruptive and successful; this is a very exciting moment in sport technology and the transformation of the wider sports industry.”

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