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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Off the Pitch Podcast: Manny Spanoudakis on Cisco Systems

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Image credit: St George City

In episode seven of Soccerscene’s Off the Pitch podcast, St George City FA Head Coach and Regional General Manager at Cisco Manny Spanoudakis joins the show to talk about his role at Cisco, as well as his experience and philosophy in coaching.

As the Regional General Manager for the Sports & Entertainment Solutions Group at Cisco, Spanoudakis is responsible for developing, leading and executing strategy in the Asia Pacific, Japan and China region.

Cisco is a global tech leader that’s helping organisations stay connected and secure in today’s AI-driven world.

For over 40 years, Cisco has played a key role in safely connecting people and businesses around the globe.

Spanoudakis spoke about his experience working on a range of stadiums and venues across Australia as a part of his role at the company.

“I guess if we just focus on the Australian market, there’s been an abundance of projects we’ve been very fortunate to have great success with,” he said on the podcast.

“If I start in Perth, I guess, and work my way east off the stadium is a major project, then we’re just doing a major refresh there after the original opening in 2018, Adelaide Oval, another major customer of ours.

“The Melbourne Cricket Ground just underwent significant and is still undergoing significant technology upgrades, it’s a project and a customer we’ve worked on for well over a decade.

“Marvel Stadium, the Melbourne Olympic Park precinct, the VRC in Flemington, Kardinia Park and GMHBA Stadium and Melbourne Racing Club, so there’s a very strong, we have a very strong customer base in Melbourne.”

Although his role as Regional General Manager at Cisco keeps him busy, Spanoudakis still finds time to pursue coaching and currently serves as the head coach at St George City FA.

Spanoudakis reflected on his early start in coaching—once the youngest coach in the league—and explained how his philosophy was deeply influenced by his upbringing and his father’s passion for football.

“When I transitioned into coaching, I was still relatively young,” he continued to say.

“It’s funny because I was talking to someone the other day that when I started coaching first grade in the NPL, NPL 1, I guess, or whatever the equivalent is in Victoria, the NPL, I was the youngest coach in the league in 2001 and now I think I’m the oldest coach in the league.

“But my coaching philosophy and my principles were very much shaped by my upbringing.

“I listened to Ange and people of my generation talk about the influence parents and fathers had and my dad was a footballer, was a very, very knowledgeable student of the game, so that shaped my upbringing.”

To learn more about his role at Cisco, listen to the full interview with Manny Spanoudakis on episode seven of Soccerscene’s Off the Pitch Podcast – available on all major podcasting apps.

AFC Youth Online Session Champions Emotional Wellbeing

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Image Credit: AFC

The Asian Football Confederation (AFC) has reaffirmed its strong commitment to the success of Asian teams with the delivery of the AFC Youth Online Session 2025, held on Thursday.

Nearly 120 participants from 41 Member Associations (MAs) took part in the session, which kicked off with an update on the highly regarded AFC Elite Youth Scheme—currently endorsed by 27 member nations.

Chaired by AFC Technical Director Andy Roxburgh, the virtual session delved into two key focus areas: supporting academies and youth coaches in developing and managing talented young footballers, and strengthening elite youth development programs across the region.

Following Australia’s victory at the AFC U20 Asian Cup™ China 2025 earlier this year, the session also included a special discussion with Trevor Morgan, Head Coach of the championship-winning squad. Morgan offered valuable insights into the team’s journey to success, touching on everything from his coaching philosophy to the preparation and planning that led up to the tournament.

“My mantra is always to instill a mentality among youngsters where they’re not scared to make positive mistakes and not be punished for it,” he said via press release.

“We always encourage the players to play an open game and be unpredictable, which worked out well for Australia as the team scored in a variety of ways and did not just depend on set pieces.”

With the Young Socceroos also taking out the tournament’s Fair Play Award, Morgan spoke further on key topics such as player discipline, building team unity, adapting communication to better connect with younger players, and managing the emotional pressures of high-stakes competition.

Morgan’s session paved the way for the next speaker, Aspire Academy’s Maria Ruiz de Ona, who emphasised the importance of youth coaches developing emotional intelligence, empathy, and effective communication skills.

Building on these points, the Qatar Football Association’s Fahad Abdulla Al Zarraa stressed the importance of embedding emotional intelligence into coach education programs to foster stronger, more positive player-coach relationships. The evening concluded with an engaging Q&A session, where participants actively shared questions and reflections.

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