4 Ways Tech Partnerships are Transforming Sport

The global sports sponsorship market is worth an estimated $66 billion and is projected to top $100 billion by 2030 — and increasingly, the sponsors reshaping the space aren't traditional brands but technology giants like Google, Microsoft, Amazon and Oracle, who bring far more than cash or hospitality to the table.

Four partnerships in practice

Google's "WNBA Changemaker" partnership has used search integration and content to help convert casual followers into fans. Oracle helped Red Bull Racing identify that its most devoted F1 fans weren't necessarily its biggest spenders, leading to a rewards platform ("The Paddock") that redeemed more than 35,000 rewards in its first season. AWS built real-time, machine-learning-driven stats like "Pressure Probability" for the NFL, trained on more than 90,000 plays. And Microsoft rebuilt the NBA app around personalisation and short-form video, merging historical and live content into one experience.

EngageRM and Microsoft

As Microsoft's #1 ISV partner for sports and entertainment globally, EngageRM works closely with Microsoft's development team on upcoming Dynamics 365 features, giving customers early access to new capabilities well ahead of general release.