Bringing basketball fans into the game

Find out how new technology and insights from both the NBA and WNBA are revolutionizing the fan experience.
Multiple smartphones displaying various basketball-related content including player stats, game highlights, and team schedules.

Now more than ever, fans are eager to know more about the game they love. They’re turning to digital content and insights to get an inside look at the game that brings the action on the court to life in an entirely new way.

That’s why the NBA has partnered with Microsoft to give fans access to a completely overhauled NBA app, exciting new insights, personalized content, and in-depth stories that help them better understand what makes their favorite athletes and teams thrive, both on and off the court.

Personalizing the fan experience

The official NBA App uses Microsoft Azure & Copilot to power a deeply personalized and well-rounded fan experience. With curated feeds full of constantly updated news and highlights, the NBA App is the most seamless way to follow every team.

The Ultimate NBA Hub

Microsoft Azure empowers fans to watch live games in the NBA App so they never miss a dunk or a 35-footer while they’re on the go. With Azure’s speed and the non-stop action in the NBA, the best of the league is accessible anytime, anywhere.

Nba live app screenshot.

Insights through data

Thanks to the emergence of Al technology, NBA fans can now access rapid, in-depth analyses of the game with NBA Insights powered by Microsoft Copilot. The feature within the NBA App is designed to elevate fans’ viewing experience by illuminating the game’s pivotal moments in the broader context of team, player, and league statistics.

A person holding a smartphone displaying a basketball game score and related stats on a sports app.

NBA Insights gives fans real-time Al-powered game analysis

NBA Insights leverages Microsoft Azure Open Al to ingest, compute, and deliver cutting-edge basketball data, identifying and formulating compelling game narratives into digestible insights for fans via the NBA App.

Making an impact

But the impact of the leagues’ top players can be seen well beyond the court. Microsoft is partnering with these athletes to continue their mission of fostering and creating opportunities in the community.

A young black woman in a lab coat speaking to a colleague in a classroom-like setting with a cheerful expression.

Taking a shot with STEM

The WNBA teams and players are inspiring the next generation, particularly in efforts aimed at bridging the gender gap in STEM through camps and clinics that encourage girls to grow their passions and skills in both basketball and tech.


Fostering creators across communities

NBA Creators is a design-focused program that uses their respective platforms to elevate and increase exposure of Canadian illustrators and graphic designers who identify as Black, Indigenous, Asian, Hispanic, or Latinx.

Digital transformation

A basketball on an empty court. NBA and Microsoft partnership logo lockup.

Choosing the right platform

The NBA wanted to tap into technology that could power experiences for its growing fan base around the world. Learn more about their strategic partnership with Microsoft and how they chose Microsoft Azure as the new home for its latest innovation.

A basketball swishes through a net at an NBA game.

Powering new content that elevates fan engagement

Using state-of-the-art machine learning and artificial intelligence, Microsoft and the NBA are partnering to personalize the fan experience and tailor content to the preferences of the fan.