La Liga’s expanded partnership with Microsoft set to transform digital experience

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Spain’s La Liga competition has expanded its partnership with US technology giant Microsoft, in a move which is set to transform the digital experience for fans.

Under the details of the deal, Microsoft, who have partnered with La Liga since 2016, will work in cahoots with the league to update existing solutions and create new ones, with a focus on driving innovation in the sports sector.

For example, La Liga will offer new experiences such as augmented reality (AR), virtual reality (VR) and 3D replays.

Microsoft’s Azure Event Hubs, Azure Data Lake, Azure Data Bricks and Azure Machine Learning service will also provide supporters with data-enhanced match coverage and streaming options, including features such as giving the viewer the choice of which camera angle they want to watch the game from.

Rights holders, commercial partners and broadcasters are also set to benefit from the partnership, with Dynamics 365, Power BI, SQL Database, Azure Cosmos DB and more to enable an OTT streaming platform which will feature personalised recommendations and enhanced experiences, alongside relevant content, services and games.

Microsoft and La Liga will also work together in regards to streamlining stadium operations through various innovations in security, as well as leveraging 5G for unified in-stadium experiences.

The Spanish top-tier competition will use cloud computing service Microsoft Azure’s artificial intelligence (AI) and machine learning software for its Mediacoach and LaLigaSportsTV services “to reinvent interactive audio-visual experiences and formats”.

LaLigaSports TV, an OTT streaming platform which features multiple sports, has had over 1.5 million registered users, with La Liga’s collection of official apps reaching more than 113 million downloads globally.

La Liga claims the collaboration with Microsoft will be crucial to the overall development of La Liga Tech, its B2B offering, with the league to bundle its range of technologies for a commercial result.

“The collaboration is key to the growth and development of La Liga Tech, through which La Liga will package its full range of existing technologies into a commercial offering for the sports industry, from match-day stats and analytics to the next generation of OTT streaming services, to the most advanced content protection services and venue access management systems,” a statement read from the Microsoft website.

“This will help the competition to expand into a new era in sports and beyond and enhance the fan experience by creating new data-driven technology solutions, powered by Microsoft Azure, Power BI, Dynamics 365 and Microsoft 365, and provide customized technology platform, services and solutions to third parties.

“The offerings build on La Liga’s rich history of investing and focusing on the development of innovative technology aimed at enhancing the fan experience.”

Javier Tebas, current president of La Liga said of the new extended partnership: “We value Microsoft as our technology and innovation partner and appreciate how they collaborate deeply to build innovative solutions aimed at solving business challenges specific to our industry.“We are moving into a new era in which technology will become the centre of the fan experience and data insights will power the next stage of global growth.”

Jean-Philippe Courtois, executive vice president and president of global sales, operations and marketing for Microsoft, added: “We are thrilled to expand our partnership with La Liga as it makes further bold moves to deepen engagement with its hundreds of millions of fans, while bringing new business models to market with Microsoft cloud and AI capabilities.

“Microsoft is proud to help accelerate La Liga’s digital innovation and empower exciting new business opportunities in the sports and entertainment industries through La Liga’s technology portfolio.”

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Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Strategic Plan 2023-2026 launched by Football West

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Football West Strategic Plan
Image via Football West

Football West recently announced the launch of their 2023-2026 Strategic Plan, a documentation affiliated with Football Australia’s One Football Strategy that will set the direction for football in Western Australia for the coming years.

The plan will see Football West improve the game under five essential departments:

  • Participants and Clubs
  • Elite Teams and Pathways
  • Fans
  • Unifying Football
  • Asia and the Sam Kerr Football Centre

Participants and Clubs

The first pillar has the aim to make Football the most accessible sport in Western Australia where everyone can play anytime, anywhere.

There are key targets set such as: Increase registrations by 5% per annum, increase participation by 3% per annum and have 95% of clubs and associations with a completed affiliation agreement (presently 82%).

Another key focus is the development of women and girls football which isn’t surprising after the recent Women’s World Cup success. Football West set a goal of 42,500 additional women & girls playing football across the three year plan.

Elite Teams and Pathways

This pillar focuses simply on the development of talent at all ages in a bid to improve the quality of the game in Western Australia.

The focus areas are Delivery of a state-wide Football West Academy program, Frequent and consistent talent identification opportunities and High quality coach development pathway

Fans

Football West is focusing on optimising the fan experience and grassroots to improve attendance numbers and social media engagement.

Unifying Football

They will develop a resourcing model that allows for the servicing of responsibilities between Football Australia and Football West, formalised in a Service Agreement

Asia and the Sam Kerr Football Centre

Football West will look to improve international exchanges with Asian countries and use the Sam Kerr Football Centre to secure sponsorships and play big matches there by 2026.

Football West Chairman Sherif Andrawes mentioned the vision that the federation has for the future of football across all levels.

“We are excited to present the Strategic Plan to the WA football community. This is a vision that will see football move forward in tandem with Football Australia but with a strong WA focus,” Andrawes said in a statement.

“Football is in a great position across the state. We saw during the FIFA Women’s World Cup and, more recently, when the CommBank Matildas played in Perth, that our sport is unique in its widespread appeal. This passion can be felt across all areas of the game.

“We want to be bold and ambitious, and the Strategic Plan gives us a strong base from which to deliver on that.”

Football West CEO Jamie Harnwell was excited to announce how the Strategic Plan would be implemented successfully.

“This Strategic Plan is a real statement of intent and one we are proud to deliver. Harnwell mentioned in a Football West statement.

“Football is more popular than it has ever been in Western Australia, in terms of participation, inclusivity and popularity, and we should all be proud of this. However, we cannot rest on our laurels.

“As a governing body, we want to make our game even more accessible, so we can inspire a new generation to love football. That comes through hard work, consultation and direction, all of which are key to the Strategic Plan.”

The Strategic Plan is well set out and focuses on the current struggles the federation is having at grassroots level. Partnering closely with Football Australia will help them achieve the ambitious goals set out to improve both the state and national foundation.

FIFA renews with Qatar Airways as Global Airline Partner until 2030

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Image via Qatar Airways

Qatar Airways has been extended as the airline sponsor for the FIFA Men’s World Cup in North America in 2026, as well as the event in Europe, Africa, and South America in 2030.

Initially, the state-owned airline had a two-tournament contract for the 2018 World Cup in Russia and the 2022 World Cup in Qatar.

The World Cup airline spot should become available again in 2034, when Saudi Arabia is slated to host the event. The Saudis intend to establish a second national airline, Riyadh Air.

The new Qatar Airways arrangement was not announced, although it is estimated to be valued hundreds of millions of dollars. The trophy and medal presentation helpers are dressed in the airline’s uniform at World Cup finals.

“Today I am very proud to announce the renewal of our partnership between Qatar Airways and FIFA. It is a great partnership that has brought a lot of success to FIFA, and of course as well to Qatar Airways,” FIFA President Gianni Infantino said during the ceremony.

“We are excited to extend our partnership with FIFA as the Global Airline Partner. As an airline, we are committed to connecting the world, and this partnership allows us to reach millions of football fans. Football has the power to unite people across cultures and continents, and we are proud to continue to be part of this incredible journey,” said Group Chief Executive Officer Badr Mohammed Al-Meer.

In the 2019-2022 commercial cycle, the airline was one of seven top-tier men’s World Cup sponsors, earning over $2.7 billion in total marketing rights sales, according to FIFA. It comprises selected FIFA youth competitions as well as the 2027 Women’s World Cup, the host of which will be announced in May.

The 2026 World Cup will be the first to include 48 teams instead of 32, 104 games instead of 64, with players, supporters, and officials spread over 16 locations in the United States, Canada, and Mexico.

The 2030 World Cup will feature greater long-distance travel than initially anticipated, with games taking place in six nations across three continents.

FIFA stated last month that it is only considering one offer — the long-favoured Spain-Portugal co-hosting plan, which was expanded this year to include Morocco and now includes South American neighbours Argentina, Paraguay, and Uruguay hosting one game each as part of a centennial celebration. Uruguay hosted the first World Cup in 1930.

Through a dedicated platform of Qatar Airways, football fans will be excited to hear the airline will in the near future have access to exclusive travel packages such including match tickets, flights and accommodation for selected FIFA tournaments.

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