Microsoft becomes an Official Technology Partner for the NBA. Together, the two companies will create a direct-to-consumer platform that delivers new fan engagement experiences and enhanced streaming capabilities powered by Microsoft Azure and its AI capabilities.
A New Fan Experience
On Thursday the 16th of April 2020, the National Basketball Association (NBA) and Microsoft Corp. announced a new multiyear alliance, which will transform the way fans experience the NBA. As part of this collaboration, Microsoft will become the Official Artificial Intelligence Partner and an Official Cloud and Laptop Partner for the NBA, Women’s National Basketball Association (WNBA), NBA G League, and USA Basketball beginning with the 2020-21 NBA season.
Microsoft and NBA Digital — co-managed by the NBA and Turner Sports — will create a new, innovative, direct-to-consumer platform on Microsoft Azure; it will use machine learning and artificial intelligence to deliver next-generation, personalized game broadcasts, and other content offerings as well as integrate the NBA’s various products and services from across its business. The platform will reimagine how fans engage with the NBA from their devices by customizing and localizing experiences for the NBA’s global fanbase, which includes the 1.8 billion social media followers across all league, team and player accounts.
The Future of the NBA
Beyond delivering live and on-demand game broadcasts through Microsoft Azure, the NBA’s vast array of data sources and extensive historical video archive will be surfaced to fans through state-of-the-art machine learning, cognitive search, and advanced data analytics solutions. This will create a more personalized fan experience that tailors the content to the preferences of the fan, rewards participation, and provides more insights and analysis than ever. Additionally, this platform will enable the NBA to uncover unique insights and add new dimensions to the game for fans, coaches, and broadcasters. Moreover, the companies will explore additional ways technology can be used to enhance the NBA’s business and game operations.
As part of the partnership, Microsoft will become the entitlement partner of the NBA Draft Combine beginning next season and an associate partner of future marquee events, including NBA All-Star, MGM Resorts NBA Summer League and WNBA All-Star.
