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ONE Championship partners with Microsoft to improve its digital fan experience

Asian MMA organization ONE Championship is partnering with Microsoft to complete its fan and employee digital experience.

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ONE announced a partnership today with Microsoft to improve its cloud and data services, and highlighted several key benefits for the company.

The deal improves ONE’s ability to enhance the digital experience for its employees and its fans by ” leveraging Azure to accelerate its world-class streaming services and personalized content offers for fans around the world,” according to a ONE press release. “AI-powered recommendation engines and analytics on fan behaviour and viewing habits will allow ONE to better engage fans across all touchpoints and provide them with reimagined, tailor-made experiences.”

“I am thrilled to announce that ONE Championship has officially partnered with Microsoft to deliver fans the absolute best in data-driven digital experiences,” ONE CEO Chatri Sityodtong said in a press release. “ONE Championship is a global leader in live sports, and through the Microsoft cloud, we can accelerate our capabilities and digital presence.”

Jean-Philippe Courtois, EVP and president of Microsoft global sales, marketing and operations added: “Demand for digital experiences has never been higher and our partnership with ONE Championship – a leader in sports entertainment with the largest and most rapidly growing millennial fan base – will enable them to deliver on this opportunity in innovative new ways and enhance the services they provide for supporters, athletes and employees. We’re looking forward to working with ONE to help accelerate its digital transformation for the benefit of millions of sports fans around the world.”

Specifically through “Azure AI, machine learning and data analytics, ONE will expand its core data capabilities and transform its direct-to-consumer digital experiences. To further delight fans, ONE will provide them with unique sets of data and statistics to better understand the strength of a kick or a punch. Ultimately, the fans will be able to enjoy a more immersive experience when watching live events.”

ONE will also roll out Microsoft 365 to its employees and provide digital content “stacks” to the Microsoft News ecosystem. This includes MSN, Bing, Microsoft Edge, and dozens of global syndication partners.

Finally, in its push towards digital transformation, ONE and Microsoft will participate in the Global Sports Innovation Center (GSIC), which according to ONE is “a collaborative initiative between private, public and academic partners powered by Microsoft, to support innovation in the sports industry around the world. The goal of the GSIC is to “improve the value chain of the sports Industry by leveraging the most advanced technologies, and enabling business connections among startups, sports organizations, educational institutions, and enterprise organizations. With over 170 members located in 20 countries all around the world, the GSIC has become a worldwide reference for the sports industry.”

Financial details were not disclosed.


Kenai is a former Postmedia Network online news and sports editor. He is the Editor-in-Chief for MMA Crossfire.

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