The Spanish league, which announced its closer ties with Microsoft on Wednesday, sees the fast-growing world of sports technology as a way of offsetting a cooling television rights market and helping clubs develop on and off the pitch.
Mayo said LaLiga Tech, as the business is styled, was valued at over 450 million euros , noting it would generate a significant chunk of the league's overall revenue in the future.Microsoft executive vice president Jean-Philippe Courtois said his company hoped to help the sports industry digitalise. It is developing personalised OTT streaming options to allow fans to choose the camera angle they wish to watch games from, as well as offering augmented reality, virtual reality and 3-D replays.
One key way of capitalising on new technology is through products such as Mediacoach, a statistics platform used by Spanish clubs which is being exported to other leagues.