The Global Sports Innovation Center (GSIC) powered by Microsoft and the Spanish Association of Sporting Goods Manufacturers and Distributors (Afydad) will be forming a joint commission to expand the use of technology in the sporting goods sector, notably in terms of digitalization, and take part in Spain’s Development Plan for the Sports Sector. GSIC is a business cluster with some 220 associates – start-ups, large companies, universities, research teams, investors, etc. – from 40 countries. It has enjoyed Microsoft’s sponsorship since 2015 and has recently gained the participation of the Spanish Confederation of Business Organizations (CEOE) and the Catalonian SME Employers’ Organization (PIMEC). Afydad’s president, Andrés de la Dehesa, notes that the agreement with the GSIC “pivots on the triple strategy of Spain is Sport: to convert the association into an AEI [Innovative Business Group]; to drive the internationalization of Spanish brands in the Asia-Pacific region, where the GSIC is inaugurating a new headquarters in Singapore; and to work hand in hand with a global leader in the technological development of sports products and services.”