LaLiga has forged a partnership with computer software giant Globant to integrate agentic AI into its operations, a move set to transform talent development, performance analysis, and content generation, strengthening its global position in sports.
The Spanish football league, LaLiga, is taking a significant stride toward a future driven by artificial intelligence, formalising a Memorandum of Understanding (MoU) with the computer software business Globant.
The partnership is set to introduce a programme based on agentic Artificial Intelligence (AI), defined as autonomous systems capable of planning and acting independently to achieve specific goals without necessary human oversight.
LaLiga anticipates that the move will “transform the organisation’s operations and strengthen its position as a global benchmark in the sports and entertainment industry.”
The core objective is to accelerate innovation and significantly optimise internal processes across several key functional areas.
These critical areas include talent development, advanced sports performance analysis, personalised content generation, and comprehensive workflow automation.
The implementation will be delivered through Globant’s AI Pods, a subscription model utilising teams of AI agents supervised by experts, and will also involve Sportian, Globant’s sports-specialised division.
LaLiga President Javier Tebas emphasised the strategic importance of this technological shift: “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.”
Globant views the partnership as a landmark moment for the global sports industry. Martín Umaran, Chairman EMEA and Globant Co-Founder, highlighted the historical nature of the adoption:
“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.”
The collaboration is expected to foster efficiency, scalability, and sustainability throughout LaLiga’s ecosystem.