LALIGA drives a pioneering Artificial Intelligence-based innovation programme alongside Globant

LALIGA takes a further step forward in its digital transformation strategy with the signing of a Memorandum of Understanding (MoU) with Globant (NYSE: GLOB), a leading company in technological innovation, to develop a groundbreaking programme based on agentic Artificial Intelligence. This initiative will transform the organisation’s operations and further strengthen its position as a global benchmark in the sports and entertainment industry.

This agreement positions LALIGA as the first sports organisation in the world to adopt a large-scale agentic Artificial Intelligence model, aimed at accelerating innovation and optimising internal processes in key areas such as talent development, sports performance analysis, personalised content generation, and workflow automation.

The programme will be developed through Globant’s AI Pods —a disruptive subscription model based on teams of AI agents supervised by human experts— and will involve Sportian, Globant’s sports-specialised division. This collaboration will allow the identification and deployment of advanced technological solutions that boost efficiency, scalability, and sustainability across the LALIGA ecosystem.

Javier Tebas, President of LALIGA, stated: “At LALIGA, we understand innovation as a strategic pillar for the future of sport. This agreement enables us to integrate Artificial Intelligence in a practical and transformative way, reinforcing our commitment to operational excellence and to a competition that is increasingly modern, efficient, and connected to fans. With this alliance, we take another step forward in keeping LALIGA at the forefront of the industry.”

Martín Umaran, EMEA Chairman and Co-founder of Globant, added: “LALIGA is taking a historic step by becoming the first global sports organisation to adopt agentic AI models to reinvent its business. With this vision, not only will new efficiencies be achieved, but it will also open the door to innovations and outcomes that will forever change the way football is managed, played, and enjoyed.”

The implementation of this programme marks another milestone in LALIGA’s roadmap towards a smarter and more efficient management model. Through the integration of AI-powered technologies, the organisation is advancing towards a future where analytics, automation, and creativity enhance both the fan experience and the competitiveness of the competition.