NBA, Microsoft Partner on Fan Experience

The NBA will partner with Microsoft on a multiyear agreement that makes the technology company the official AI, cloud and laptop partner for the NBA, WNBA, G League and USA Basketball beginning with the 2020–2021 NBA season.

Microsoft and NBA Digital will create a new platform on Microsoft Azure to deliver personalized game broadcasts and other content offerings. The platform will allow NBA fans to customize and localize their experiences. Beyond live and on-demand broadcasts, a historical video archive will be available for fans through machine learning, search and advanced data analytics.

“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 customized 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 agreement will tailor content to fan preferences, rewards participation and provides insight and analysis. Additionally, the companies will explore additional ways technology can be used to enhance the NBA’s business and game operations. As part of the partnership, Microsoft will become the entitlement partner of the NBA Draft Combine and an associate partner of future marquee events including the All-Star Game, MGM Resorts NBA Summer League and WNBA All-Star Game.

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