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Microsoft Looking to Score With Real Madrid Tie-Up

The software maker plans to announce a technology and sponsorship deal on Tuesday.

Microsoft plans to announce a significant partnership on Tuesday with Spanish soccer team Real Madrid.

While the full details won’t be announced until tomorrow, it appears to be a combination technology and sponsorship deal along the lines of recent pacts Microsoft has made with other sports leagues and teams.

The announcement is set for tomorrow, according to a post on Real Madrid’s website, with longtime Microsoft executive Orlando Ayala and Real Madrid president Florentino Perez to appear at an event.

A teaser video on the site being used for the Webcast of tomorrow’s event talks about combining Microsoft’s technology with the spirit of Real Madrid. The video also shows a lot of Surface tablets with Microsoft and Real Madrid logos.

Hopefully, Microsoft can craft this in a more universally positive way than it has in recent Surface deals with CNN and the NFL.

In the CNN case, the news channel was to use Microsoft’s tablets as part of its recent election coverage. However, a close look shows several CNN on-air reporters using their iPads and, in some cases, using the Surface as a stand to hold up the Apple tablet. With the NFL, teams are using the Surface as their sideline device, though announcers struggled to get the branding memo, initially calling them iPad-like devices.

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