Azure will act as the platform to broadcast live and on-demand basketball games, with personalised content, on the NBA’s digital channels. NBA Digital assets include NBA TV, NBA.com, the NBA App and NBA League Pass. Dan Rossomondo, NBA senior vice-president, global media and business development, told SportBusiness the deal is important to the NBA because fan “user experience expectations and consumption patterns are rapidly changing”. “Microsoft will help us redefine the way our fans around the world experience NBA basketball – by innovating the live game experience and integrating various elements of NBA fandom in a seamless way,” he said.