The National Basketball Association (NBA) and technology giant Microsoft are developing a next-generation direct-to-consumer streaming platform that will offer viewers personalised game broadcasts and other content.
Microsoft and NBA Digital — the NBA and Turner Sports' joint media partnership — will create the new platform on the Microsoft Azure cloud computing service. The technology upgrade will utilise machine learning and artificial intelligence (AI) to provide customised and localised experiences for the NBA’s international fanbase.
It will also integrate the North American basketball league’s various products and services from across its business, such as the existing League Pass subscription service that offers access to out-of-market games, tickets, merchandise offers and social media.
According to Variety, features on the new service will include archive content, real-time stat overlays, alternative audio and video feeds, and gaming elements. The NBA will also offer fan rewards for interaction with the platform.
The NBA did not say when the streaming platform will launch, but the service is part of a broader multi-year partnership between the league and Microsoft that will kick in from the 2020/21 season.
The multi-faceted arrangement will see Microsoft become an official technology partner of the NBA. In addition, the technology giant takes exclusive category status in AI and non-exclusive rights in the cloud and laptop categories for the NBA, the Women’s National Basketball Association (WNBA), the NBA G League development competition, as well as USA Basketball.
In addition, Microsoft will be the entitlement partner of the NBA Draft Combine from next season and an associate partner of other marquee events, such as the NBA All-Star Game.
The two organisations also plan to explore additional ways that technology can be used to enhance the NBA’s business and game operations.
“This partnership with Microsoft will help us redefine the way our fans experience NBA basketball,” said NBA commissioner Adam Silver. “Our goal, working with Microsoft, is to create customised content that allows fans — whether they are in an NBA arena or watching from anywhere around the world — to immerse themselves in all aspects of the game and engage directly with our teams and players.”
The deal adds another North American major league to Microsoft’s partnership portfolio, which includes a longstanding collaboration with the National Football League (NFL) that was most recently extended in March.
“We are thrilled to serve as the official AI partner of the NBA,” added Microsoft Satya Nadella. “Together, we’ll bring fans closer to the game and players they love with new personalised experiences powered by Microsoft Azure.”
The commercial agreement is one of the biggest to be announced by a major sports organisation since the coronavirus pandemic forced leagues and events to shut down. The NBA season has been suspended since 11th March and the league has not yet announced when it will return.
The National Basketball Association (NBA) and technology giant Microsoft are developing a next-generation direct-to-consumer streaming platform that will offer viewers personalised game broadcasts and other content.
Microsoft and NBA Digital — the NBA and Turner Sports' joint media partnership — will create the new platform on the Microsoft Azure cloud computing service. The technology upgrade will utilise machine learning and artificial intelligence (AI) to provide customised and localised experiences for the NBA’s international fanbase.
It will also integrate the North American basketball league’s various products and services from across its business, such as the existing League Pass subscription service that offers access to out-of-market games, tickets, merchandise offers and social media.
According to Variety, features on the new service will include archive content, real-time stat overlays, alternative audio and video feeds, and gaming elements. The NBA will also offer fan rewards for interaction with the platform.
The NBA did not say when the streaming platform will launch, but the service is part of a broader multi-year partnership between the league and Microsoft that will kick in from the 2020/21 season.
The multi-faceted arrangement will see Microsoft become an official technology partner of the NBA. In addition, the technology giant takes exclusive category status in AI and non-exclusive rights in the cloud and laptop categories for the NBA, the Women’s National Basketball Association (WNBA), the NBA G League development competition, as well as USA Basketball.
In addition, Microsoft will be the entitlement partner of the NBA Draft Combine from next season and an associate partner of other marquee events, such as the NBA All-Star Game.
The two organisations also plan to explore additional ways that technology can be used to enhance the NBA’s business and game operations.
“This partnership with Microsoft will help us redefine the way our fans experience NBA basketball,” said NBA commissioner Adam Silver. “Our goal, working with Microsoft, is to create customised content that allows fans — whether they are in an NBA arena or watching from anywhere around the world — to immerse themselves in all aspects of the game and engage directly with our teams and players.”
The deal adds another North American major league to Microsoft’s partnership portfolio, which includes a longstanding collaboration with the National Football League (NFL) that was most recently extended in March.
“We are thrilled to serve as the official AI partner of the NBA,” added Microsoft Satya Nadella. “Together, we’ll bring fans closer to the game and players they love with new personalised experiences powered by Microsoft Azure.”
The commercial agreement is one of the biggest to be announced by a major sports organisation since the coronavirus pandemic forced leagues and events to shut down. The NBA season has been suspended since 11th March and the league has not yet announced when it will return.
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