The Premier League has partnered with Microsoft in a five-year strategic agreement that places artificial intelligence (AI) at the center of its digital transformation.
As the official cloud and AI partner, Microsoft will deploy its Copilot technology and Azure OpenAI services to personalize and enhance how 1.8 billion fans engage with the world’s most-watched football league.
Central to the AI rollout is the new Premier League Companion, an intelligent digital assistant embedded in the League’s mobile app and web platforms. Powered by Microsoft Copilot, the tool taps into over 30 seasons of data, 300,000 articles, 9,000 videos, and real-time match information, offering fans tailored stats, club and player insights, and historical context — all in natural language.
Judson Althoff, chief commercial officer at Microsoft, said: “By leveraging our cloud and AI technologies — including Azure AI Foundry Services with Azure OpenAI, Microsoft 365 Copilot, and Dynamics 365 — we will transform how football is experienced, delivered and managed on and off the field.”
Upcoming AI features will include open-text Q&A in multiple languages, real-time data overlays during matches, and AI-assisted tools for the Fantasy Premier League, acting as a virtual assistant manager for fans.
Richard Masters, chief executive of the Premier League, said: “We welcome Microsoft as a partner of the Premier League. This partnership will help us engage with fans in new ways — from personalized content to real-time match insights.”
Spain’s LaLiga is also leveraging AI for match analysis and media production, while its clubs are introducing AI-driven experiences to boost fan engagement, Reuters news report said.
Beyond fan engagement, the partnership is transforming the Premier League’s backend operations. The Premier League is migrating its entire digital infrastructure to Microsoft Azure, enabling scalable and secure integration of AI across match analysis, media production, and internal workflows. Microsoft tools like Dynamics 365 and Microsoft 365 Copilot will enhance organizational productivity through automation and data-driven decision-making.
With this collaboration, the Premier League aims to set a new global standard in how AI and cloud technologies can reshape sports entertainment — making the game more interactive, immersive, and accessible for fans worldwide.
InfotechLead.com News Desk
