LaLiga: Transforming Football Fan Experience with Artificial Intelligence
Artificial Intelligence (AI) plays a pivotal role in how the world’s most popular sport is practiced and experienced in Spain. LaLiga, a private sports association that also lends its name to the country’s premier football division, leverages AI and machine learning to provide valuable insights to players and coaches, transforming how fans appreciate and understand the game.
LaLiga’s Tech Transformation
LaLiga’s transformation began in partnership with Microsoft in 2016, enabling it to develop its operations by offering IT platforms and services to the broader sports and entertainment industry. “With our first agreement, we began to become a technology, data, and cloud-focused organization,” explains Ana Rosa Victoria Bruno, Head of Innovation at LaLiga, one of the world’s largest football leagues with a global audience of over 2.8 billion people.
Mediacoach: The Data Analysis Platform
At the heart of LaLiga’s transformation is a data analysis platform called Mediacoach, which uses Azure infrastructure to collect, interpret, and present information from about 3.5 million data points captured in near-real-time per match. Mediacoach has evolved to become the centerpiece of LaLiga Tech, the association’s IT subsidiary.
Goal Probability Model
Created by a multidisciplinary team of football analysts, strategic analysts, and the analysis team, the advanced goal probability model relies on a series of variables to measure the probability of realizing a given goal opportunity. The platform can perform the calculation within 30 seconds of a given goal attempt, allowing broadcasters to incorporate the statistic as a graph in near-real-time.
Next Steps: Reinventing Fan Engagement Channels
The next steps for LaLiga involve reimagining how data and insights are conveyed to fans, including through different channels. LaLiga is also working closely with Microsoft on next-generation streaming services, advanced content protection services, and stadium management systems.
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