Globant and LALIGA Share New Vision of Agentic AI in Global Sports at NVIDIA GTC 2026

Globant demonstrated how its signature AI Pods have moved agentic AI workflows beyond experimentation to become a core operational layer for business growth for one of the world’s most important football leagues 

SAN JOSE, Calif. – March 23, 2026 – Globant (NYSE: GLOB), a global AI-native services company that drives reinvention through measurable business results, took the stage at NVIDIA GTC 2026 alongside LALIGA, the Spanish professional football league, and Sportian, Globant’s division for sports products, to reveal how AI architectures are enabling a new generation of growth in the sports industry. 

During the session, the companies revealed how the sports industry’s first full-scale agentic AI ecosystem was built, and the results it is already achieving. Powered by Globant’s AI Pods subscription model, this shared intelligence platform is accelerating organizational transformation for LALIGA, where it is used by over 50 departments to improve decision clarity, expand analytics capabilities and enhance creativity. 

The session emphasized that the primary challenges related to enterprise AI are no longer the models themselves, but the orchestration, governance, cybersecurity, and scale required to deploy them safely. 

Some of the panel’s main takeaways included:

- AI as Infrastructure: LALIGA’s transformation success is rooted in treating AI as a foundational layer, similar to cloud or data platforms, rather than a series of experimental features. By leveraging Globant’s AI Pods, the organization combines human expertise with intelligent agents to integrate AI practically and securely across every layer of the enterprise. This dedicated control plane for security and orchestration has allowed LALIGA to move from isolated pilots to over 500 active models operationalized at scale.

- From Efficiency to Decision Velocity at Scale: The value of AI in sports is to drive innovation at scale by connecting previously disparate departments. Through the deployment of AI Pods, agentic systems have streamlined workflows, reduced bottlenecks and accelerated decision cycles across LALIGA, unlocking greater operational capacity and enabling faster, data-driven business outcomes.

- The "Human-in-the-Loop" Necessity: LALIGA’s model combines multi-agent systems with human oversight. Tools such as Sportian’s Calendar Selector – a multivariable match‑day optimizer – illustrate how AI can explore complex scenarios while humans retain final control to ensure alignment with commercial, regulatory and strategic priorities. This balance is critical to scaling AI responsibly across a global sports ecosystem.

Proven Scale and Real-World Impact

The session also showcased the real-world impact of Globant Enterprise AI, powered by NVIDIA’s accelerated computing, across LALIGA’s entire value chain:

- Enterprise-scale production: Over 500 machine learning models are in production, processing more than 816 terabytes of sports data and supporting more than 5.5 million concurrent users, a level of orchestration that reflects true enterprise deployment, not experimentation.

- Increased matchday incomes: Multi-agent systems are forecasting demand and optimizing factors such as match calendars and ticket pricing, which has seen matchday revenue increases of up to 25% while also driving increased stadium attendance.

- Performance and broadcast innovation: AI-driven analytics within Sportian Performance process millions of in-game data points and thousands of real-time metrics per match, enhancing both on-pitch decision-making and viewer experience. 

- Sustained media value growth: AI-powered insights and content generation are contributing to stronger audience engagement and supporting a media rights business that now exceeds €1B annually in Spain alone, demonstrating AI’s role in long-term commercial value creation.

"At NVIDIA GTC, we demonstrated that while many generative AI pilots fail to reach production, LALIGA has successfully operationalized agentic AI by treating it as foundational infrastructure rather than a series of isolated experiments,” said Carolina Dolan Chandler, CTO, Media, Entertainment, Sports & Hospitality AI Studio at Globant. “By leveraging Globant’s signature AI Pods and Globant Enterprise AI platform with NVIDIA’s high-performance computing, we’ve built a governable architecture that can optimize everything from stadium ticket pricing to real-time sports analytics at a global scale.”

The panel, “Architecting AI Systems That Power Business Growth in Sports,” was led by Carolina Dolan Chandler (CTO of the Media, Entertainment, Sports & Hospitality AI Studio, Globant), Javier Gil (Head of AI Implementation and Development, LALIGA), and Gonzalo Zarza (Chief Data Officer, Sportian), and provided a technical blueprint for organizations across industries who are aiming to bridge the gap between AI experimentation and measurable business impact. View more information about the panel here. 

About Globant

At Globant, we help organizations thrive in a digital and AI-powered future. Our industry-focused solutions combine technology and creativity to accelerate enterprise transformation and design experiences customers love. Through digital reinvention, our subscription-based AI Pods, and Globant Enterprise AI platform, we turn challenges into measurable business results and promised savings into real impact.

- We have more than 28,700 employees and are present in over 35 countries across 5 continents, working for companies like FIFA, Google, Riot Games, and Santander, among others.

- We were named a Worldwide Leader in Experience Design Services (2025), and previously recognized as a Worldwide Leader in AI Services (2023) by IDC MarketScape.

- We were featured as a business case study at Harvard, MIT, and Stanford.

- We are active members of The Green Software Foundation (GSF) and the Cybersecurity Tech Accord.

- We are global partners of Open AI, NVIDIA, AWS and Unity bringing world-class technology together to accelerate innovation across industries.

Contact: pr@globant.com 

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