How Microsoft is transforming sports with cutting-edge technology 

In the dynamic world of sports, where every second counts, technologies such as cloud computing, AI, and real-time data analysis have emerged as pivotal forces for optimizing strategies and captivating audiences. Ahead of the 2025 NAB Show, we’re sharing how Microsoft is at the forefront of this transformation, partnering with sports organizations worldwide to integrate technology and gain a competitive edge.

Technology integration opportunities in sports 

Microsoft technology helps drive the quality of the game and create new business opportunities for organizations by:

• Enhancing performance with real-time data insights and analytics for data-driven decision-making. 
• Improving operational efficiency through streamlined workflows, increased collaboration, and seamless data integration. 
• Elevating fan engagement with AI and real-time customer insights to create a comprehensive ecosystem of personalized experiences.   
• Unlocking broadcast and media integration opportunities by using advanced cloud and AI technologies to scale content operations and reach more audiences.  
• Supporting secure data storage and processing by implementing advanced cloud technologies to secure content with high-speed data storage and processing. 

Whether it’s supporting Formula One engineers to make split-second race decisions, empowering tennis players with AI-assisted match analysis, or delivering personalized experiences to fans, Microsoft technology is redefining the future of sports—making organizations faster, smarter, and more connected than ever before.  

Learn more about Microsoft’s technical solutions through key partnerships below. 

Data-driven decision-making 

In high-performance sports, every decision can alter the course of the game. From AI-powered analytics that provide real-time insights for athletes to cloud-based solutions that optimize operations, learn more about how Microsoft technology is driving data-led decision-making and reshaping how teams compete in the Women’s World Cup of Tennis, the NFL, and Formula One. 

Billie Jean King Cup: Transforming tennis strategy with AI 

The Billie Jean King Cup uses Microsoft AI and cloud technologies to provide players and coaches with data visualizations and real-time insights during matches.  

Key highlights include: 

• Match Insights App: Azure hosted application that delivers critical gameplay data, such as player movement, ball trajectories, and shot accuracy, to coaches and players in near real-time. 
• AI-powered analytics: Microsoft Azure OpenAI Service analyzes vast datasets to provide actionable rally and serve insights, helping coaches anticipate opponent strategies and make informed decisions. 
• Secure data management: Microsoft Azure Cloud Services help to ensure the secure storage and processing of high-volume data generated during matches. 

Read more about how Microsoft and the Billie Jean King Cup are elevating competition through data-driven insights.

NFL: Game-changing technology on the sidelines 

The NFL uses Microsoft hardware and software to enhance game-day operations and team collaboration. 

Key highlights include: 

• Microsoft Surface Sideline Viewing System (SVS): Hardware and software solution that provides coaches and players with near real-time, high-resolution images of plays, enabling rapid strategic adjustments. 
• NFL Combine App: Application that streamlines talent evaluation by providing real-time access to key performance metrics. 
• Enhanced collaboration: Microsoft Teams and Azure facilitate seamless communication and collaboration among NFL teams. 

Read more about how Microsoft and the NFL are changing the game with new levels of operational efficiency.

BWT Alpine Formula One Team: Data-powered racing innovation 

BWT Alpine Formula One Team uses advanced AI and Azure’s robust cloud infrastructure to unlock new capabilities in data insights, regulatory compliance, and business operations.  

Key highlights include: 

• AI-powered race strategies: Azure Computer Vision and Multi-Agent Resourcing Optimization (MARO) reinforcement learning allows Alpine to optimize race day strategy and car setup based on real-time telemetry. 
• High-speed data processing: Azure provides secure, high-speed data storage and retrieval, allowing split-second decisions during races. 
• Regulatory compliance: Azure AI Search and Microsoft Copilot Studio streamline compliance processes, helping to ensure adherence to Formula One regulations. 

Read more about how Microsoft and BWT Alpine Formula One Team are maximizing performance on and off the track.

Integrated fan engagement 

In today’s digital world, sports leagues are expected to meet fans at multiple touchpoints with highly personalized and easily accessible content. Learn more about how leagues such as LALIGA and the NBA are using Microsoft technology to redefine the sports and entertainment industries and take the fan ecosystem to the next level. 

LALIGA: Enhancing fan engagement with data-driven insights 

LALIGA uses real-time data processing and AI-powered analytics with Azure to deliver match insights and personalized digital experiences across platforms. 

Key highlights include: 

• Beyond Stats: Fan-facing data and insights platform powered by Azure that captures and analyzes more than 3.5 million data points per match to provide engaging content for fans across multiple platforms including social media, broadcast, and the LALIGA app. 
• Data Sports Platform (DSP): Comprehensive system powered by Azure that unifies fan interaction data across touchpoints to generate tailored content and products to match fan preference. 
• Seamless infrastructure: Azure’s high-performance infrastructure helps to ensure reliable content delivery and enhanced fan experiences across digital platforms. 

Read more about how Microsoft and LALIGA are personalizing the experience for fans around the world.

NBA: Building a next-generation fan engagement platform 

The NBA integrates Azure and AI technology to provide fans with personalized content, real-time insights, and tailored experiences across digital platforms.  

Key highlights include:  

• AI-integrated platform: The NBA Insights and Top Performances platforms within the NBA App provide real-time game updates and AI-generated highlights to enhance the fan experience by utilizing Microsoft AI technology. 
• The reimagined NBA App: Powered by Azure, the NBA App offers personalized content recommendations, real-time game insights, and a social-style video experience. 

Read more about how Microsoft and the NBA are deeply engaging fans at every level.

Transforming the sports industry

Microsoft innovative technologies are transforming the sports industry, driving performance, enhancing fan engagement, and streamlining operations. From the racetracks of Formula One to the courts of the NBA, Microsoft’s partnerships are setting new standards for excellence in sports. As technology continues to evolve, the future of sports looks brighter than ever, with Microsoft leading the way in this exciting journey.

Learn more about how Microsoft is transforming sports and other media and entertainment organizations around the world through our customer stories page. 

Microsoft allows media organizations to achieve more through a trusted and secure platform, built to empower content creators and distributors, enhance the viewer experience, and reimagine monetization strategies. More information can be found on the Microsoft media and entertainment industry solutions website. 

Next steps 

Microsoft will be showcasing some of these case studies and more at our upcoming exhibition with NAB Show, April 5–9, 2025, in Las Vegas. Go through a journey of interactive demos that illustrate the capabilities needed to deliver fan-focused content and that highlight key aspects of the transformation process required to implement cutting-edge technologies for enhanced performance and fan engagement.