Cricket lover Satya Nadella inks multi-year deal with NBA

New York: Microsoft and the National Basketball Association (NBA) on Thursday announced a multi-year alliance for an undisclosed sum with an aim to redefine and personalise the fan experience.

As part of this collaboration, Microsoft will become the official Artificial Intelligence Partner and an Official Cloud and Laptop Partner for the NBA, Women’s National Basketball Association (WNBA), NBA G League, and USA Basketball beginning with the 2020-21 NBA season.

Microsoft and NBA Digital co-managed by the NBA and Turner Sports will create direct-to-consumer platform on Microsoft Azure that will use machine learning and artificial intelligence to deliver next-generation, personalized game broadcasts and other content offerings as well as integrate the NBA’s various products and services from across its business.