Microsoft partners with the NBA to broadcast live games


The NBA will have a new live streaming partner at Microsoft for the upcoming 2020-21 regular season.

According to a report from, the league has partnered with the tech giant to integrate machine learning and AI to tailor the live streaming experience of NBA games. Microsoft will now be the “Official Artificial Intelligence Partner” for the NBA, WNBA, NBA G League and USA Basketball.

“Our goal, together with Microsoft, is to create personalized content that allows fans – whether they’re in an NBA arena or watching from anywhere in the world – to immerse themselves in all aspects of the game and to engage directly with our teams and players,” NBA Commissioner Adam Silver said in a statement Thursday.

Live games will feature real-time custom stat overlays and will be streamed via Microsoft Azure. Other innovative perks include historical stock video clips, as well as a reward system for viewers who engage online.

The partnership also aims to streamline an easier way for fans to catch up with their favorite teams, without the hassle of delving into multiple archives of scores, highlights and games.

The new outgoing platform will go live next season and will be available to those with the NBA League Pass subscription service.

The use of AI, meanwhile, has been prevalent across several industries over the past few years and it’s nice to see the league keeping pace. Along with a much improved viewing experience, the digital service will also feature a more immersive live monitoring system.


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