Bringing basketball fans inside the game

Basketball fans are turning to digital platforms to connect with the game they love. Find out how new technology and metrics from both the NBA and WNBA are revolutionizing the fan experience.
Follow In Culture

Now more than ever, fans are eager to know more about the game they love. They’re turning to metrics and digital content to get an inside look at the game that brings the action on the court to life in an entirely new way.

That’s why the NBA and WNBA have partnered with Microsoft to give fans access to exciting new metrics, personalized content, fan platforms, and in-depth stories that help them better understand what makes their favorite athletes and teams thrive, both on and off the court.

So how is this partnership taking shape and bringing the game to life for fans?

Insights through data

Throughout the NBA and WNBA season, there are millions of data points per game, resulting in exciting new metrics that go beyond the traditional box score. Thanks to machine learning and artificial intelligence, platforms like NBA CourtOptix and WNBA Crunch Time are changing the way sports are played, coached, watched, and ultimately experienced.

There’s no debate about Donovan Mitchell’s Game

Utah Jazz guard Donovan Mitchell is a master of making baskets shooting 65.9% within 5ft of the rim leading him to get double teamed 10.8 possessions per game. The proof is in the metrics … NBA CourtOptix metrics. While NBA CourtOptix can highlight what makes NBA players so successful at driving into the paint, protecting the rim, or creating dazzling plays, it won’t settle the debate on if pineapple belongs on pizza or who should control the radio in the car. See how Donovan nets out on those topics.

NBA Basketball player Donovan Mitchell is depicted sitting in three different places inside a graphic illustrated car with musical notes in the foreground.
Basketball player Donovan Mitchell, wearing a Utah Jazz uniform, holds a basketball mid-court during a game. Behind him are crowded stands, out of focus, filled with fans.

NBA CourtOptix gives fans the inside story

Whether it’s highlighting how a key player rose to prominence by elevating their game or showcasing up-and-coming players who are making strides towards greatness, NBA CourtOptix provides the insights to tell a richer, deeper story.
Learn more about NBA CourtOptix
Basketball players in the middle of a game on court. A few players face off in front of the hoop with some players mid-air. Fans watch in the background from the bleachers of the stadium.

WNBA fans get access to CrunchTime performances

When the clock is counting down, grace under pressure can be one of the defining differences between teams that win or lose. CrunchTime uses metrics to tell a vivid story about the fourth quarter of a game—and which players are most instrumental in scoring winning shots when the clock is ticking down.
Check out #WNBACrunchTime
A digital rendering of half of a basketball court for the NBA CourtOptix Defensive Score Representation. Marked on it are the white lines of the court with superimposed blue lines indicating the "Basket Lane" and "Passing Lane," blue circles and red Xes showing potential defensive plays, and a red and white box that says: "Pressure Score: 77."

Dig into the metrics with CourtOptix

Check out the players and teams topping the leaderboards with NBA CourtOptix metrics like Double Teams and Defensive Pressure.
Explore the data

Making an impact

But the impact of the leagues’ top players can be seen well beyond the court. Microsoft is partnering with these athletes to continue their mission of fostering and creating opportunities in the community.

WNBA basketball player, Jewell Loyd is mid-jump with a basketball in her hands. She is portrayed in front of a white background.

Jewell Loyd

Jewell was the first WNBA draft pick in 2015, as well as Rookie of the Year, and she’s currently a guard for the Seattle Storm. She’s also a 2020 US Olympic Gold Medalist with USAB, ranked the #1 FIBA 3x3 Player in the World, and has won two WNBA championships with the Seattle Storm as a two-time WNBA All-Star. As a disciple of Kobe Bryant, she founded the Mamba Army grassroots league, which is dedicated to using mentorship and basketball to provide inspiration and elite-level training to kids of all socioeconomic backgrounds—while educating student-athletes on the business of sports. She’s also an ambassador for Eye to Eye, focusing on mentoring people with learning disabilities.
WNBA basketball player, A’ja Wilson is mid-jump with a basketball in her hands. She is portrayed in front of a white background.

A’ja Wilson

As a 2020 US Olympic Gold Medalist with USAB, WNBA MVP (2020), the 2018 WNBA 1st overall draft pick, 2x WNBA all-star, NCAA National Champion (2017), and FIBA Gold Medalist, A’ja Wilson is a forward with the Las Vegas Aces. In 2021, she became the first woman to receive an individual statue honoring her on- and off-the-court achievements at the University of South Carolina. A’ja’s off the court endeavors focus on building the A’ja Wilson Foundation. Its mission is to serve as a resource for children and families who struggle with dyslexia, while changing culture more broadly to prevent bullying through educational development, mentoring, and fostering inclusivity and compassion among their peers.

Discover A’ja, Jewell, and other game changers

Taking a shot with STEM

WNBA champions Phoenix Mercury are working to close the gender gap in STEM at a camp that encourages girls to grow their passions and skills in both basketball and tech.
Learn more about the program

Fostering creators across communities

NBA Creators is a design-focused program that uses their respective platforms to elevate and increase exposure of Canadian illustrators and graphic designers who identify as Black, Indigenous, Asian, Hispanic, or Latinx.
Check out the five creators

Digital transformation

A basketball on an empty court. NBA and Microsoft partnership logo lockup.

Choosing the right platform

The NBA wanted to tap into technology that could power experiences for its growing fan base around the world. Learn more about their strategic partnership with Microsoft and how they chose Microsoft Azure as the new home for its latest innovations.
Learn more
A basketball swishes through a net at an NBA game.

Powering new content that elevates fan engagement

Using state-of-the-art machine learning and artificial intelligence, Microsoft and the NBA are partnering to personalize the fan experience and tailor content to the preferences of the fan.
Learn more about a new era of basketball fandom