Digital technology firm Globant and LaLiga Tech, the technology arm of the top Spanish soccer league, have announced a collaboration with Microsoft on a series of initiatives using artificial intelligence (AI).

The partnership builds on LaLiga Tech's original partnership with Globant first signed in 2022 to create a joint venture aimed at leading “the reinvention of the sports and entertainment industry.”

It will see the joint venture use the Microsoft Azure OpenAI Service, which contains tools such as advanced data analytics, natural language processing, and machine learning to enhance technology for athletes and broadcasters, including in soccer, basketball, rugby, and tennis. 

Improved data will be made available to coaches live, whilst AI will automatically generate new personalized content for viewers as well as automatically generated multilingual subtitles, and new materials will be made available to broadcasters.

Agustin Huerta, senior vice president of technology for Globant, said: "For a decade, artificial intelligence and data have been an integral part of Globant's vision, been applied transversally to all areas of the company, from talent circuits to operational models, to deploy solutions to increase productivity and efficiency.

"With this joint venture with LaLiga, we are working to extend our capabilities to LaLiga Tech with the support of a big partner such as Microsoft, and the first tests have proven to be disruptive and successful".

Gonzalo Zarza, chief data officer at LaLiga Tech, added: "LaLiga Tech brings together Globant's technological capabilities and LaLiga's sporting expertise to create a unique landscape that places sports reinvention at the core of its activity".

Ignacio León, enterprise commercial lead of Microsoft Spain, said: "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.

“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."

In late June the digital consultant and software firm agreed a deal to sponsor soccer’s FIFA Women's World Cup in Australia and New Zealand in 2023.