AI Becomes a Core Player in Spanish Football
Artificial intelligence is no longer a futuristic concept in Spanish football. In LaLiga, it’s already playing a major role on and off the pitch. Javier Gil, LaLiga’s head of AI implementation and development, says AI is now deeply embedded in the league’s operations.
“AI has become an integral part of LaLiga’s DNA,” Gil told Reuters via email. He credited league president Javier Tebas for spotting the early potential of generative AI and launching a department dedicated to its development.
This technology isn’t just for show. According to Gil, AI adds real value to how the league functions. It’s shaping LaLiga’s future by offering better decision-making tools and new ways to engage fans.
Data-Driven Decisions on the Field
AI is transforming how matches are analysed and how content is produced. Each LaLiga match produces more than 3.5 million data points. These come from tracking systems installed in every stadium. Clubs use this data to improve performance and prepare for matches.
One major project is “Beyond Stats,” developed with Microsoft. It combines real-time analytics with live broadcast visuals. AI also generates instant video content for online platforms, enhancing fan engagement across digital channels.
“This is perhaps one of the reasons why LaLiga clubs are so competitive in European competitions,” Gil said. While technology moves fast, Gil noted that constant learning is vital. That’s why the league invests in training staff and promoting creativity.
Building a Global Digital Presence
LaLiga’s tech ambitions stretch far beyond Spain. The league works with international federations and even runs a consultancy in Iraq. Its Dubai office reflects its decade-long commitment to the Middle East and North Africa.
Gil said LaLiga is open to sharing its AI expertise with other leagues and organisations. Clubs like Sevilla, Atletico Madrid, and Deportivo Alaves are already using AI to improve fan experiences.
The US also features heavily in LaLiga’s plans. Gil called it “a benchmark for innovation, responsibility, and inspiration.” The league aims to learn from US sports while also offering insights of its own.
From interactive fan experiences to campaign design, LaLiga sees countless possibilities in AI. Gil believes the key to future success lies in sharing knowledge.
“It’s not just a luxury,” he said. “It’s the only way we can keep growing together.”
with inputs from Reuters