LaLiga, the top professional football division of the Spanish football league system, has recently partnered with Globant, a digitally native technology services company. The two have signed a memorandum of understanding to develop a joint agentic Artificial Intelligence (AI) programme. This partnership aims to explore the potential applications of agentic AI in various areas such as personalised content generation, talent development, sport performance analysis and workflow automation.
Agentic AI refers to systems that can act on behalf of others or perform tasks independently. In this context, LaLiga and Globant will be investigating how these systems can be used within the sports industry. The areas of exploration for this venture are diverse and innovative. Firstly, the partnership aims to harness the power of AI in generating personalised content. This involves creating customised content that is specifically tailored to meet the unique preferences and interests of individual users.
Secondly, talent development is another key focus area where machine learning algorithms will be used to identify promising talents and facilitate their growth. Thirdly, sport performance analysis will be enhanced by utilising data analytics powered by AI. This will enable a more accurate evaluation of player performance and aid in devising effective strategies for improvement. Lastly, workflow automation is also on the agenda with an aim to streamline operations through automated processes enabled by intelligent systems.
Role of Globant’s AI pods
The development process will be facilitated through Globant’s unique offering known as 'AI Pods'. These are subscription-based services where teams of AI agents are provided by the company under expert supervision. These teams work on developing in-house products that leverage advanced technologies like artificial intelligence.
Javier Tebas, president of LaLiga, said:
“At LaLiga, we understand innovation as a strategic axis for the future of sport. This agreement allows us to incorporate artificial intelligence in a practical and transformative way, reinforcing our commitment to operational excellence and to an increasingly modern, efficient, and fan-connected competition. With this alliance, we take another step to keep LALIGA at the forefront of the industry.”
Globant's sports division Sportian will also play an integral part in this project. Interestingly enough, LaLiga holds a 49% stake in Sportian which was originally named LaLiga Tech before 51% was sold off to Globant.
Step forward towards technological advancement
This collaboration between LaLiga and Globant signifies an important step towards integrating advanced technologies into traditional sports sectors. By harnessing the potential of agentic AI, they aim to revolutionise the way sports content is created and consumed, how talent is nurtured, and how performance is analysed. This partnership also underscores the growing trend of digital transformation in sports, paving the way for a more technologically advanced future.
This joint venture between LaLiga and Globant promises to bring about significant changes in the sports industry through their innovative use of agentic AI. It will be interesting to see how these developments unfold and what new opportunities they create for both sports fans and those involved in sports betting.
