Microsoft is set to unveil its latest AI innovations for the sports industry at the National Association of Broadcasters (NAB) Show 2025, taking place in Las Vegas, Nevada, from April 5-9.
Microsoft, in collaboration with its partners, will spotlight how its AI and cloud technologies are reshaping the world of sports, including athlete performance enhancement, broadcasting and media integration, fan engagement, and secure data storage solutions.
For instance, the Women’s World Cup of Tennis already uses Microsoft technology to drive real-time decision-making for its athletes. The Billie Jean King Cup, for example, leverages a match insights application, hosted on Azure, to deliver critical gameplay data such as player movement, ball trajectories, and shot accuracy. Furthermore, the AI-powered analytics within Microsoft Azure OpenAI Service analyze the provided datasets to help coaches anticipate competitor strategies and ultimately make more informed choices.
Silvia Candiani, vice president of worldwide telecommunications, media and gaming at Microsoft, shared her enthusiasm in a recent blog post titled ‘How Microsoft is transforming sports with cutting-edge technology.’ “We are thrilled to demonstrate how Microsoft and our partners are using AI and cloud solutions to redefine the sports experience – from optimising game-day strategies to delivering personalised fan engagement.”
Attendees at NAB 2025 can experience interactive demonstrations that put these innovations in action. Case studies will also be featured, showcasing the practical applications of Microsoft’s technology within the NFL, BWT Alpine Formula One Team, LALIGA, and NBA.
