LaLiga partners with Globant for agentic AI innovation

LaLiga and Globant have signed a memorandum of understand that will see the pair develop a joint agentic AI programme.

The programme will look at agentic AI’s possible use cases in personalised content generation, as well as talent development, sport performance analysis and workflow automation. 

This will be developed through Globant’s AI Pods, a subscription offering where teams of AI agents supervised by experts are supplied by the company to develop in-house products. This will include the participation of Globant’s sport division Sportian, of which LaLiga holds a 49% stake - it was originally named LaLiga Tech before the league sold 51% to Globant. 

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.”

Martín Umaran, chairman EMEA and Globant co-founder, said, “LaLiga is taking a historic step by becoming the first global sports organization 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 transform the way football is managed, played, and enjoyed.”