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The Los Angeles Clippers, owned by former Microsoft Corp. Chief Executive Officer Steve Ballmer, signed a partnership with Amazon.com Inc.'s cloud business as the billionaire seeks to reimagine how fans watch sports in a world of cord-cutters and legalized sports betting.

Ballmer said, yes, it was awkward cutting a deal with Microsoft's biggest rival. He went with Amazon Web Services because it provides the computing power behind CourtVision, a video technology the Clippers are using to develop a mobile app that may "transform the consumer experience."

"Do I bleed Microsoft? Of course I bleed Microsoft," Ballmer said in an interview. "But Amazon has done a nice job."

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