Microsoft and NBA to deliver personalised game broadcasts

Microsoft and NBA to deliver personalised game broadcasts
Organisations will build an AI-based platform on Azure to provide new fan experiences

Elly Yates-Roberts |

Microsoft and the National Basketball Association (NBA) have partnered to transform how fans experience basketball. Together, the organisations will build a platform on Microsoft Azure that will use machine learning and artificial intelligence (AI) to deliver personalised game broadcasts. 

The partnership will also share NBA data and its historical video archive with fans through machine learning, cognitive search and data analytics solutions, with the aim of creating tailored experiences using content preferences, rewarding participation and providing new insights and analysis. 

“This partnership with Microsoft will help us redefine the way our fans experience NBA basketball,” said Adam Silver, NBA commissioner. “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 Azure-based platform will also enable the NBA to uncover unique insights about the game for fans, coaches and broadcasters to use. In addition, the partnership will explore new ways to use technology to enhance the NBA’s business and game operations. 

“We are thrilled to serve as the official AI partner of the NBA,” said Satya Nadella, CEO, Microsoft. “Together, we’ll bring fans closer to the game and players they love with new personalised experiences powered by Microsoft Azure.”

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