Sports

LaLiga turns the technical prowess of players into dynamic data to take fans deeper into the game.

BIG3 is a crowd-pleasing 3-on-3 basketball league featuring former NBA talent, pyrotechnics, celebrity supporters, and above all, a commitment to giving back to the community. Find out how the sport is using technology to innovate and become accessible to a broad new fan base.

From the agile turns of F1 Grand Prix races to the dynamic shots of pro tennis players, data informs power and precision across all sports. Now, STAT-HUB is giving fans a glimpse into these insights that drive the performance strategies behind the teams and players they love.

The NBA is tapping new technology to stay at the forefront of innovation. From tracking on-the-court player performance to elevating the fan experience on game day, NBA CourtOptix is using AI to capture and analyze metrics—and give fans a fresh perspective.

The England and Wales Cricket Board (ECB) has long been committed to transforming the game of cricket and inspiring the next generation of fans and players. Now, in partnership with Microsoft, they’re working to drive a new phase of innovation across the game that empowers the cricket community in the UK.

After decades of excellence in NASCAR, Hendrick Motorsports is tapping new technologies to spur real-time decision making and ensure success on the track.

The Seattle Seahawks launch a virtual pregame experience that invites members of the community—from first responders to essential workers to cancer survivors—to share their stories and interact with the team in the players’ tunnel on gameday.