Microsoft has announced a multi-year partnership with the NBA, beginning with the 2020-21 season.

Microsoft’s technology has been a staple on NFL sidelines for years, but the new NBA deal represents a significant expansion into the sports world. With the new deal, the NBA will use Microsoft’s Azure cloud platform to broadcast on-demand and live broadcasts.

The partnership will also heavily utilize artificial intelligence (AI) and machine learning (ML) to improve the customer experience. The technology will be used to help generate a “more personalized fan experience,” based on the NBA’s video archives. AI and ML will also help provide coaches and broadcasters with unique insights.

“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 personalized experiences powered by Microsoft Azure.”

“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 partnership is a big win for Microsoft and the company’s technology will help revolutionize the experience for NBA officials and fans alike.

Image Credit: Microsoft