The NBA and Microsoft are entering into a new multiyear partnership in hopes of transforming fans' experience. Microsoft next season will become the official artificial intelligence, cloud and laptop partner for the NBA, WNBA, NBA G League and USA Basketball. Microsoft and NBA Digital -- co-managed by the NBA and Turner Sports -- will create a new, innovative direct-to-consumer platform on Microsoft Azure that will use machine learning and AI to deliver next-gen, personalized game broadcasts and other content, and integrate the NBA's various products and services.
Microsoft will look to re-imagine how fans engage with the NBA from their devices by customizing and localizing experiences for the NBA's global fanbase, which includes 1.8 billion social media followers across all league, team and player accounts. Personalization and customization have become priorities in sports, especially when looking to attract and retain younger fans. NBA Exec VP/Direct-to-Consumer Chris Benyarko said that the partnership will enable fans to become almost their own broadcast producers and "navigators" of the NBA ecosystem.
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