La Liga teams up with Microsoft to lift revenues as TV rights market cools

FILE PHOTO: Soccer Football - La Liga Santander - Celta Vigo v Real Madrid - Balaidos, Vigo, Spain - August 17, 2019 General view of ball REUTERS/Miguel Vidal

MADRID (Reuters) - Spain's La Liga is expanding its partnership with Microsoft as it looks to boost revenue for its pandemic-hit soccer clubs and re-energise a fanbase that is consuming ever more digital products.

The Spanish league, which announced its closer ties with Microsoft on Wednesday, sees the fast-growing world of sports technology as a way of offsetting a cooling television rights market and helping clubs develop on and off the pitch.