Connecting the Dots: From Tech, to Football, to Gaming (Xbox).

This week (01-08 March), the Michigan State University (Broad College of Business) is in Madrid, Spain, for the 2025 Study Abroad trip.

To me, it has been a masterclass in global business strategy — from tech giants to global sports leagues — and it’s been fascinating to see how seemingly different industries are connected by common threads: innovation, audience engagement, and data-driven decision-making.

Google (España) Visit – Understanding Tech Integration

At Google, the focus was clear: Know the user, know the magic, and connect the two. Whether it’s through data, creator-led assets, cultural moments, or optimizing every touchpoint, Google excels at translating deep user insights into seamless product experiences. For someone with a background in digital transformation, this was a powerful reminder of how technology isn’t just about building tools — it’s about understanding behavior and anticipating needs.

LaLiga Business School – Learning Global Expansion from Football

Switching gears to LaLiga, we stepped into a world I’m far less familiar with — football as a business. What stood out was how LaLiga approaches global market expansion with precision — using data, content strategies, localized partnerships, and immersive fan experiences to embed the brand into new markets. They don’t just sell a game; they sell a lifestyle, a culture, and an experience.

As an entrepreneur of 12 years, I kept asking schools if an MBA (after a MSc in Entrepreneurship) would be of value to me. Almost a year in, and I am so grateful I went down this path.

I write in greater detail on my blog about my decisions and learnings:https://t.co/OPiDZI8wN9
— Ms. Manduwi 🌍🌎 (@NthandaManduwi) March 5, 2025

The structure is also worth noting — with 11 international offices and 44 delegates covering 41 countries, LaLiga takes a hyper-localized approach to global growth, blending regional expertise with global strategy. Their approach to rights management, sponsorships, content creation, and fan engagement offers lessons (to me) that go far beyond football.

Connecting to Xbox – Bridging Data, Culture, and Global Strategy
This all ties directly into my upcoming work with Xbox, where I’ll be supporting their work on global expansion as they continue to operationalise the ‘This is an Xbox‘ campaign: research, data analytics, and business development. Xbox is at a pivotal point, expanding its footprint from a console-centric business to a fully integrated gaming ecosystem — play anywhere, on any device. This shift requires deep understanding of regional gaming cultures, player behavior, content preferences, and economic landscapes — all areas where the lessons from both Google and LaLiga apply.

From Google, I take the importance of user-centric design, understanding how players discover, engage, and stay loyal to the platform.
From LaLiga, I’m inspired by their global playbook — understanding that success in the U.S., Mexico, or Africa requires more than translation — it’s about localization, cultural alignment, and creating experiences that resonate.

As I will soon be stepping into my role at Xbox, I’m not just bringing my entrepreneurial mindset and corporate experience — I’m layering in this week’s insights on how the world’s biggest brands adapt, innovate, and scale globally.

The best part? Whether it’s tech, football, or gaming — the fundamentals of building global, customer-centric businesses remain the same. It’s all about knowing your audience, telling a compelling story, and using data to continuously improve and expand your impact.

Still curious,

Ntha