La Liga teams up with Microsoft to lift revenues as TV rights market cools
RICHARD MARTIN and CLARA-LAEILA LAUDETTE 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, 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. "We want to launch a new company... to generate revenue so we are able to redistribute and have better clubs, better stadiums and better players," Oscar Mayo, La…