LaLiga, Microsoft extend digital content global deal

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LaLiga and Microsoft have extended their collaboration agreement in a link-up that will see the Spanish top division football league’s sporting content made available to Microsoft News users and consumers throughout the world.

This co-marketing and co-branding partnership aims to establish the organisations’ position in terms of innovation and leadership within the digital transformation of the sports industry. This latest collaboration sees the two institutions extend the framework agreement they signed back in November 2016, LaLiga has stated in a report on its official website.

Speaking about the link-up, the director of LaLiga’s audiovisual department, Melcior Soler, commented, “As a leader in the production of entertainment content, this partnership represents a significant step for us. Our aim is to reach all of our fans and tailor our content to their tastes and preferences as much as possible, with a view to continuing LaLiga’s global expansion.”

LaLiga’s content is set to feature on a range of Microsoft products and platforms, including Windows; the company’s web browser, Microsoft Edge; the Microsoft News app for mobiles; Xbox Live; and the search engine, Bing.

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Microsoft News currently offers content produced by over 3,000 collaborating companies in 26 languages, mainly via MSN.com and Edge. However, this partnership represents the first time that the company has joined forces with a sporting league on a global scale. This agreement will assist the Spanish football league’s organising body in its internationalisation efforts, with its content set to be distributed to a potential audience of over 500 million fans across the planet.

“The fact that LaLiga’s content will feature on Microsoft News is excellent news for football supporters from around the globe, who’ll now be able to enjoy the latest LaLiga news through a wide range of formats and screens,” commented Javier Viroomal, director of Microsoft News.

The deal will enable the LaLiga content feature on Microsoft News and via several of the technology company’s other products, reaching a global audience of 500 million.

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