LaLiga boosts fan engagement with multiple digital channels and conversational AI

The Madrid-based Spanish football (soccer) organization LaLiga has hundreds of millions of fans around the world. LaLiga fans are passionate about the game, and the league is passionate about making it as fun as possible for them. To do this, LaLiga developed a digital innovation platform based on Microsoft Azure. The league now creates websites and apps that help fans enjoy the game in new ways, including a voice-based personal digital assistant that helps fans learn more about players, teams, and the LaLiga fantasy league through conversational AI. With a robust digital experience for fans, LaLiga can quickly develop, deploy, and scale its innovations—continually elevating its brand identity.