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Tag: Óscar Mayo

  • Globant and LALIGA introduce Sportian

    Globant and LALIGA introduce Sportian

    Mumbai: LaLiga Tech, a digital transformation provider of solutions for the global sports and entertainment sector, has unveiled its new identity, Sportian, at an exclusive event held at the Cívitas Metropolitano Stadium in Madrid.

    In 2021, LaLiga Tech was founded by LALIGA. It became a joint venture the following year when Globant acquired a 51 per cent majority stake in the company. Today, LaLiga Tech evolves into Sportian, combining Globant’s extensive track record in technology-driven business and industry transformation with LALIGA’s expertise as a leader in the leisure and entertainment sector, creating unique experiences for football and sports fans.

    “With Sportian, we consolidate our strength in innovation and our commitment to the world of sports to reinvent the fan experience. We want to enable clients to enhance their connection with fans, both in live and digital settings,” said Globant CEO Martin Migoya.

    “The technological commitment that LALIGA made in 2013 in the search for the solutions our industry needed, which laid the groundwork for what Sportian is today, is now a unique value proposition for the sports and entertainment industry in the face of current and future challenges,” stated LALIGA president Javier Tebas.

    In addition to their focus on bringing new technologies like artificial intelligence to the world of sports, Sportian is consolidating three new product lines:

    ●   “Ignite Your Fan Experience,” digital products to increase audiences and enhance the digital fan experience;

    ●   “Empower Your Sports Teams,” platforms like Mediacoach that enhance team performance with real-time data;

    ●   “Supercharge Your Organisation,” solutions for the end-to-end transformation of sports properties.

    “The transition to Sportian signifies a strong commitment to innovation, where the most disruptive technology meets the passion for sports and entertainment. With Sportian, we aim to redefine fan experiences, enhance data utilization, and transform the very essence of the industry,” said Sportian CEO Alejandro Scannapieco.

    The consolidation of Sportian and its offerings to reinvent the sports and entertainment sector was presented today at an exclusive event with over 200 attendees at the Cívitas Metropolitano Stadium in Madrid. During the event, key figures including Migoya, Globant co-founder & president of EMEA Martín Umaran; Globant COO Patricia Pomies; Javier Tebas, LALIGA President Javier Tebas, LALIGA executive president Oscar Mayo and Scannapieco spoke about the significance of this alliance and the commitment to revolutionising the world of sports.

    Additionally, prominent industry figures provided their insights into the sports and entertainment industry at the event, including Los Angeles Clippers CTO George Hanna, FIFA director of technology Nacho Fresco; Pro League digital & bl manager Arno Lycke, Major League Rugby deputy commissioner Bill Goren, Atlético de Madrid football player Ludmila Da Silva, New Zealand Rugby web3 head Leanne Bats, FIBA Europe president Jorge Garbajosa.

  • LALIGA presents M.O.O.D, a system for monitoring hate on social media

    LALIGA presents M.O.O.D, a system for monitoring hate on social media

    Mumbai: Today, LALIGA presented M.O.O.D (Monitor para la Observación del Odio en el Deporte – Monitor for the Observation of Hate in Sport), an independent tool for tracking the conversation about sport in Spain on social media. Together with Séntesis and GroupM, this new project is part of LALIGA VS Racism and is a further step towards detecting and eradicating discrimination in football and society.

    M.O.O.D. provides a weekly report that audits the level of hate and racism that takes place on social media and is related to LALIGA. It’s an external tool that monitors all the platforms and displays the metrics recorded on each day. The system will generate a rating on a scale of 0 to 10, with 0 representing the lowest level of detected hate, while also indicating the number of participants and the number of messages or conversations involved in these interactions.

    LALIGA executive director Óscar Mayo stressed: “We at LALIGA are committed to measuring hate speech related to sport on social media. It’s another step in our fight to end racism, as we need to know exactly what is being said so we can take action and help tackle hatred both inside and outside of football”.

    Séntisis Intelligence technology analyses language using a semantic engine with more than 50,000 linguistic rules and Artificial Intelligence algorithms, allowing messages to be identified and classified by context and language use. In studying the discourse on social media various criteria are utilised, such as the emotions of users, the different themes within hate speech such as racism, harassment or xenophobia, the volume of mentions recorded and their virality. It also performs a comparative analysis against the second half of the previous season and offers a dynamic dashboard with segregated and accumulated data, broken down by matchday, team, match, region, players and fans, as well as other metrics.

    For the M.O.O.D project, “Séntisis served first as a mirror for the conversation about our sport, but more importantly as a detector of social trends and a catalyst for change,” said Borja González de Mendoza, CEO of the company. “We see M.O.O.D. as an outstanding example of the power of data analysis, as well as being able to listen and identify the social movements that are sweeping over us. All parties involved in the project believe that data has the power to be a catalyst for a message that impacts and influences habits and behaviour. The data is at the core of this message”. Each day, M.O.O.D. will record all the hate comments detected and produce an in-depth analysis based on real-time data from the competition, with the aim of analysing trends over the course of the season.

    LALIGA’s social media channels will also feature this weekly analysis in short videos for all fans to see. One of the aims of this project is to raise societal awareness through the collection of racist and discriminatory comments. The LALIGA team dedicated to this project comprises a diverse, multidisciplinary group, including experts in branding, marketing, communication, and more. They will meticulously assess each situation on a case-by-case basis and decide on the necessary actions.

    GroupM CSO Ícaro Moyano said, “A project like M.O.O.D is an excellent opportunity to give added depth to LALIGA’s mission and to prove the importance of sport as a driver for social transformation in our country. Few phenomena have the mobilising power of football, and while M.O.O.D will show us uncomfortable and even intolerable voices, we will also observe, detect and support the discourse that will help us achieve a more inclusive and egalitarian society”. Moyano believes that “society expects brands to take a role within it, to take sides and make decisions to advance rights in the country. With M.O.O.D., LALIGA continues on this path of engagement with its audience”.