Javier Tebas Bets On Agentic AI To Improve La Liga Fan Experience

La Liga has announced a partnership with technology company Globant to implement Agentic Artificial Intelligence, aiming to enhance efficiency in league operations and improve the broadcast experience for fans. The agreement, formalized through a Memorandum of Understanding, makes La Liga the first elite sports organization to adopt this technology on a large scale. Objectives include accelerating innovation, optimizing internal processes in talent development, performance analysis, content creation, and workflow automation.

La Liga President Javier Tebas emphasized that this AI integration will modernize the league and strengthen its connection with fans, calling it an investment expected to yield quick returns, though the exact cost was not disclosed. A key feature of the new system will enable broadcasters to instantly display comparable images of player actions, such as goals by stars like Lamine Yamal or Kylian Mbappé, in real-time during matches.

Agentic AI differs from generative AI by operating autonomously to plan and execute tasks without constant human oversight, learning from experiences to achieve set goals. In La Liga's case, it will focus on streamlining internal decision-making and enhancing gameday products through better data analysis and visuals. The technology is being developed using Globant's AI Pods model, supervised by domain experts, and supported by Sportian, a joint AI division from La Liga and Globant.

While the partnership aims to improve services and reduce project times, questions remain about its impact on closing the gap with the Premier League, consumer prices, technological challenges, energy consumption, and effects on individual clubs. Currently, the deal applies only to league offices, as clubs have distinct AI needs related to scouting and on-field activities. An example provided by Globant's Martin Umaran illustrates how the AI could analyze weather forecasts to advise players on cleat selection, showcasing its practical applications.