As part of the K-future initiative of the Euskadi Technology Park, and in collaboration with the Baskonia-Alavés Group and Tecnalia, management and human resources managers from “Parke” companies such as Basquevolt, Pepsico or Vicomtech have been able to learn about the tools and technologies being used by sports companies to advance in the digital transformation.

The Euskadi Technology Park has brought together representatives of management teams and professionals from companies on the Vitoria-Gasteiz Campus at the Buesa Arena so that they can learn first-hand about the technological tools and solutions being applied by sports companies, such as the Baskonia-Alavés Group, to relate to their ‘customers’ and enable business growth in the digital era.

The meeting, organised as part of the K-future initiative in collaboration with the Baskonia-Alavés Group and Tecnalia, was attended by around thirty professionals from companies such as Aztes Ingenireía, SPC, Metaposta, Fundación Mobility Lab, Basquevolt, Pepsico, Krean, Giroa-Veolia, Liof Pharma, Vicomtech, IDEC, CTA and Tecnalia.

In addition to having the opportunity to access one of the leading sports venues in the Basque Country, the attendees were able to learn about the main lines of the Baskonia-Alavés Group´s strategy in the field of digital transformation. Juan Iraola, Digital Transformation Manager of the Group, stated that "those of us who are dedicated to technology are living in exciting times. Technology is no longer a distant promise, it is a present force that is advancing day by day". Iraola highlighted that AI is being integrated into different key areas of their companies, allowing them to offer a more personalised interaction with their fans and customers.

Juan López de Armentia, Senior Researcher at Tecnalia, then recalled that its objective is to ‘transform technological research into prosperity as agents of transformation for companies and society’ and that this process is key ‘to adapt to the challenges of a continuously evolving future’. In this regard, Tecnalia presented practical cases in which technologies such as Big Data, Artificial Intelligence, Cloud and Edge Computing are being used to optimise operational processes, improve decision-making and automate tasks in key sectors.

 The day ended with a visit to the Buesa Arena, the scene of numerous successful sporting events for Baskonia, which once again served as an inspiration for the people who attended the K-future day.