MADRID: Spain's La Liga is expanding its partnership with Microsoft as it looks to boost revenue for its pandemic-hit soccer clubs and re-energise a fanbase that is consuming ever more digital products.
Mayo said LaLiga Tech, as the business is styled, was valued at over 450 million euros , noting it would generate a significant chunk of the league's overall revenue in the future.Microsoft executive vice president Jean-Philippe Courtois said his company hoped to help the sports industry digitalise."Because of the pandemic most consumers have turned to more digital content," Courtois said."Leagues cannot be dependent on TV and digital rights... It's not easy to sustain.
One key way of capitalising on new technology is through products such as Mediacoach, a statistics platform used by Spanish clubs which is being exported to other leagues.