Soccer-LaLiga leads AI evolution with global outreach
By Ahmed El Khashab
Reuters News - Artificial intelligence isn't coming for football — in Spain, it's already laced up and part of the squad.
"LaLiga has become an integral part of AI's DNA," might sound poetic, but according to Javier Gil — LaLiga's head of AI implementation and development — it's the other way around.
Advertisement
"AI has become an integral part of LaLiga's DNA," Gil told Reuters by email, calling it a cornerstone of the league's strategy for years.
"We deployed solutions based on predictive analysis and algorithms long ago," he said, crediting LaLiga president Javier Tebas as a "bold leader" who spotted the potential of generative AI early and established a dedicated department to embed it across the organisation.
This isn't tech for tech's sake, Gil insisted. "It's about the significant value they bring to both LaLiga and the league," he said.
And that value, he argued, goes far beyond tactics and transfer talk.
Advertisement
"Generative AI has proven its ability to change not only the way we work, but also society itself," Gil said. "We have a great opportunity to connect with our fans in new ways and to reshape the entertainment industry."
FROM PITCH TO PIXELS
AI's influence in LaLiga now stretches from match analysis to media production. According to Gil, each match generates more than 3.5 million data points via a tracking camera system installed in every stadium.
That data feeds club-level prep and fuels projects like "Beyond Stats" — an initiative with Microsoft that blends advanced analytics into live broadcasts.
Advertisement
AI also automates real-time video content for digital platforms. "This is perhaps one of the reasons why LaLiga clubs are so competitive in European competitions," Gil said.
And while the tech is evolving fast, even Gil can't predict what's next.
"I don't know what the situation will look like in two years or even two months," he said. "Technological development will not stop... and we believe it is our responsibility to provide ongoing training for our employees to raise awareness of AI and encourage creativity among our teams."
GLOBAL GAME, DIGITAL STAGE
Advertisement
LaLiga's AI ambitions go well beyond Spain. The league is working with other federations and has set up a consultancy in Iraq, while its Dubai office — opened a decade ago — underscores its long-term interest in the Middle East and North Africa.
Gil said the league remains "open to sharing knowledge and expertise with any league, institution, or federation" keen to build a shared understanding of tech's potential.
Clubs like Sevilla, Atletico Madrid and Deportivo Alaves are also rolling out AI-driven experiences to engage fans, while LaLiga continues to team up with partners such as Microsoft and Sportian to push the frontier.
And the U.S. is very much in their sights. Gil called it "a benchmark for innovation, responsibility, and inspiration" — a country from which LaLiga is keen to learn.
Advertisement
Whether it's article writing, branding, campaign work or interactive experiences, the possibilities are multiplying.
"We believe that sharing knowledge with other sports organisations in open discussions is not just a luxury," Gil said. "It's the only true way to continue learning and developing together."
(Reporting by Ahmed El Khashab; Editing by Ossian Shine and Christian Radnedge)

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles

Business Insider
an hour ago
- Business Insider
How Finnish online casinos are shaping the future of global digital gambling
In the last decade, Finland has emerged as a quiet but significant innovator in the global online gambling space. While much of the industry's media spotlight often lands on the giants of the UK, Malta, or Sweden, Finnish online casinos—especially those operating under the Pay N Play model—have quietly rewritten the rules of user experience, regulation, and trust. At the heart of this revolution lies a unique synergy between user-centered design and technical innovation. Finnish players, known for their discerning standards and tech-savvy behavior, have created a demand that pushes local operators to go beyond traditional online casino offerings. The result? A growing cohort of brands like Pikakasinot that emphasize speed, security, and simplicity above all else. A Seamless User Experience: The Rise of Pay N Play Finland has been a fertile ground for the Pay N Play model—an innovation developed by Trustly that allows players to deposit and play instantly without the lengthy registration processes typical in other markets. This model has been so successful in the Nordic region that it is now being studied and implemented across other parts of Europe and beyond. In an industry plagued by slow KYC (Know Your Customer) processes and clunky interfaces, Finnish Pay N Play casinos offer a breath of fresh air. The idea is simple but powerful: authenticate users via their bank credentials, deposit instantly, and withdraw winnings in minutes—all without creating a traditional casino account. Responsible Gambling Embedded in the UX What makes this trend even more important globally is how Finnish platforms incorporate responsible gambling tools into the very fabric of their user interfaces. Setting deposit limits, self-exclusion options, and real-time loss tracking aren't treated as regulatory afterthoughts but as essential components of the player journey. In fact, this proactive approach to player protection is what many industry observers believe gives Finnish casinos a competitive edge on the global stage. It's not just about flash or bonuses. It's about sustainability and ethics in digital gaming. Exporting the Model: Finnish Influence Abroad With European regulation getting tighter and user expectations rising, many global operators are taking cues from Finnish platforms. The emphasis on frictionless onboarding, mobile-first design, and transparent communication is becoming the gold standard, and much of that evolution can be traced back to Finnish innovation. Moreover, Finland's success is not going unnoticed. According to recent insights from the European Gaming and Betting Association (EGBA), Northern European operators are now seen as the benchmark for clean, safe, and modern gambling platforms. This reputation opens the door for Finnish-style operators to enter new markets as consultants, white-label providers, or direct competitors. A New Era for Global Gambling In many ways, Finnish online casinos represent a new philosophy in digital gambling: less noise, more substance. And in an era where users are inundated with flashy offers and overcomplicated platforms, that minimalistic and ethical approach resonates. The global gambling industry is undergoing a structural shift. From payment methods to player protection, the winds of change are blowing north. And as more operators look to modernize their services, the Finnish model—embodied by platforms like increasingly becoming the blueprint.


Axios
an hour ago
- Axios
OpenAI taps Google's cloud to deal with demand crush, source says
OpenAI has quietly inked a deal with Google to tap its cloud computing infrastructure to deliver AI services, a source familiar with the arrangement confirmed to Axios. Why it matters: The deal, which follows the $500 billion Stargate project with Oracle and SoftBank, is part of an effort to expand beyond Microsoft's Azure as OpenAI looks to meet a crush of demand for ChatGPT and other services. Driving the news: The deal, which was reported earlier by Reuters, adds to the amount of compute that OpenAI can access, but is not a replacement for Microsoft's Azure, which was once OpenAI's exclusive partner. Under its original deal with Microsoft, OpenAI had to seek a waiver for each outside cloud computing provider, but under a revised agreement the company can now get a set amount of compute capacity from wherever it chooses. While signed last month, Google is not yet delivering AI compute to OpenAI, nor has the deal been publicly announced. A Google representative declined to comment, and an OpenAI representative said the company has nothing to announce. The big picture: OpenAI has been looking to increase its supply of computing capacity in a number of ways, most notably with Stargate, but also through international expansion and other arrangements.
Yahoo
2 hours ago
- Yahoo
Cireson Launches Limited-Time Offer, 20% Off Tikit for Three Years, to Deliver Predictable, Worry-Free ITSM
Free 14-day trial and complimentary setup available—no long-term commitment required; promotion ends September 2, 2025 SAN DIEGO, June 10, 2025 /PRNewswire/ -- Cireson, the creator of Tikit, the modern Microsoft 365-native service desk, announced a limited-time offer to help IT teams escape the rising costs and complexity of traditional IT Service Management tools. Now through September 2, 2025, new customers switching to Tikit will receive 20% off their annual subscription for three years—with the discount also applying to plan upgrades or added agents. Organizations weary of sudden price hikes and budget volatility can now lock in a single, transparent rate, backed by Cireson's "worry‑free guarantee"—no long‑term contract is required. Customers can start with a free 14‑day trial and, if desired, take advantage of complimentary expert setup to ensure they're up and running with Tikit immediately—at zero cost and zero risk. "In today's climate, many IT leaders feel caught between rising service costs and stagnant budgets," said Joel Doss, Global Sales Director of Cireson. "With this promotion, we're offering peace of mind and a stable, predictable ITSM investment. We want organizations to focus on innovation, not wrestling with hidden fees or endless price increases." Key Highlights of the Promotion: 20% Off for Three Years: Automatically applied to your first invoice and extended through years 2 and 3—including plan upgrades and additional agents. Free 14‑Day Trial: Experience Tikit's ticketing, automation, reporting, and Microsoft 365 integrations with no cost or obligation. Complimentary Trial Setup: To eliminate onboarding friction, Cireson's experts will handle trial configuration for qualifying customers, ensuring they experience immediate value without delay. No Long‑Term Commitment: If Tikit isn't the right fit, customers can decide not to purchase after the trial or to not renew after the annual subscription period—risk-free. For organizations that have grown frustrated by cumbersome platforms or escalating ITSM bills, Tikit delivers an intuitive, tightly integrated service desk solution built natively on Microsoft Teams and Microsoft 365. Beyond simple ticketing, Tikit's workflow engine and Power Automate connectors help streamline service requests, while built‑in reporting and dashboards offer real‑time visibility—enabling IT teams to reduce mean time to resolution and increase overall efficiency. Why Now Is the Ideal Time to SwitchAmid fluctuating costs and global economic uncertainty, IT leaders are seeking stability without sacrificing innovation. By choosing Tikit today, organizations can retire legacy systems—many of which require multiple clicks, manual steps, or third‑party customizations—while securing a deep discount on their subscription for three full years. This level of price certainty allows IT budgets to remain stable, freeing leaders to invest in strategic projects rather than continually renegotiating contracts. "We've heard from so many organizations that they feel at the mercy of yearly price hikes," added Paul Sutton, Cireson co-founder. "Our mission is simple: deliver the world's best Microsoft‑based service desk with unbeatable value. This promotion not only rewards those ready to switch today but also ensures they won't face any big surprises in their budget for years to come." How to Take Advantage of the Offer1. Visit to learn more and start your free 14‑day trial.2. If you'd like expert assistance, schedule a free setup call and a Cireson specialist will reach out to configure your environment.3. Activate your annual subscription before September 2, 2025, to lock in 20% off for three years. There has never been a better time to switch—experience a modern, Microsoft‑native ITSM platform that prioritizes simplicity, security, and predictable pricing. About CiresonSince 2011, Cireson has been the pioneer in developing world-class IT Service Management solutions for Microsoft-first a global Microsoft Premier Partner, we build modern service desk tools that integrate natively with technologies like Entra, Azure OpenAI, Intune, Power Automate, Power BI, System Center, and Microsoft Teams—so IT teams can streamline support, reduce costs, and get more from their Microsoft investment. Built for Microsoft. Ready for more at View original content to download multimedia: SOURCE Cireson Sign in to access your portfolio