Case Study: LaLiga boosts fan engagement with Microsoft Corporation's Azure and conversational AI

LaLiga boosts fan engagement with multiple digital channels and conversational AI

LaLiga, the Spanish football league, needed a way to boost fan engagement across a growing mix of digital channels and to keep up with changing media habits. To support its hundreds of millions of fans, LaLiga used Microsoft Corporation’s Azure-based digital innovation platform and services such as Azure App Service, Azure Bot Service, Azure Cognitive Services, Azure SQL Database, and Azure Cache for Redis.

Microsoft Corporation helped LaLiga build a conversational AI-powered virtual assistant that delivers personalized fan experiences across voice and messaging channels, including Google Assistant and Skype. The solution can answer player and team questions, support fantasy league management, and scale reliably for large volumes of users, while also improving analytics and operational efficiency. LaLiga reported that the platform enables faster innovation, better fan insights, and stronger brand identity, though the case study does not provide specific numeric performance gains.

LaLiga

Minerva Santana

Director of Innovation and Global Development