Case Study: LaLiga achieves personalized fan engagement for 1.6 billion fans with Microsoft Azure

Spanish soccer league embraces artificial intelligence to get closer to its 1.6 billion fans

LaLiga, Spain’s professional soccer league representing 42 teams and reaching more than a billion fans worldwide, needed to deepen fan engagement and stay competitive in a crowded entertainment market. The league wanted to deliver highly personalized, on-demand digital content for its 1.6 billion social followers and 2.1 billion TV viewers while also providing teams with advanced analytics to improve player development and match strategy.

Partnering with Microsoft Services, LaLiga migrated its data to Azure and adopted Dynamics 365 and Social Engagement to apply AI and predictive analytics. The solution enabled personalized dashboards, interactive infographics, gamified experiences, and demand forecasting (for content and attendance), allowing LaLiga to deliver customized fan experiences at scale, optimize scheduling and services, and create new revenue streams while positioning its digital model for broader industry adoption.

LaLiga

Javier Tebas

Chairman