The Premier League has entered into a landmark five-year strategic partnership with Microsoft, aimed at revolutionising the way football is experienced by fans globally. Under this collaboration, Microsoft becomes the official cloud and AI partner of the League, bringing its cutting-edge technologies to enhance digital infrastructure, fan engagement, match analysis, and internal operations.
A New Era for the Premier League
Announced on Tuesday, the partnership will see Microsoft’s advanced solutions integrated across four key areas:
Fan engagement
Match insights and analysis
Cloud transformation
Organisational productivity
By leveraging Microsoft’s AI and cloud services — including Azure OpenAI, Microsoft Copilot, and Dynamics 365 — the Premier League aims to create a smarter, more interactive experience for its global fanbase of over 1.8 billion across 189 countries.
This initiative goes beyond the League’s previous partnership with Oracle, which focused on real-time match statistics during broadcasts. Microsoft’s involvement introduces AI-powered personalisation, natural language interactions, and a complete cloud migration across both public-facing and internal platforms.
Introducing the AI-Powered Premier League Companion
A highlight of the partnership is the launch of the Premier League Companion, a new AI-powered digital assistant available via the League’s app and website. Built on Azure OpenAI, the Companion allows fans to ask personalised questions and receive insights drawn from over 30 seasons of data, 300,000 articles, and 9,000 videos.
From player stats and team rivalries to historical match insights, fans can access tailored content instantly. The tool will expand during the season to include support for multiple languages, audio translations, and even real-time strategy advice for Fantasy Premier League (FPL) users. Acting as a virtual team manager, it will help fans make smarter decisions for their fantasy squads.
Enhancing the Matchday Experience
Microsoft’s technology will elevate live match broadcasts through real-time data overlays and in-game insights, offering fans a deeper and more dynamic understanding of the action. Post-match analysis and archived footage will also become more engaging and accessible, providing richer context than traditional highlights.
Modernising Premier League Operations
Behind the scenes, the Premier League will migrate its core infrastructure to Microsoft Azure, allowing for greater scalability and seamless integration of AI-powered tools. Internal workflows will be streamlined with Microsoft 365, Dynamics 365, and the Power Platform, improving collaboration and enabling data-driven decisions across departments.
Richard Masters, Chief Executive of the Premier League, stated:
“This partnership will help us engage with fans in new ways — from personalised content to real-time match insights. We look forward to working together over the next five years to deliver more innovative experiences to all Premier League supporters around the world.”
Looking Ahead
With less than two months remaining before the new season kicks off, the Premier League and Microsoft are poised to redefine global fan engagement. The partnership marks a bold step toward making football more accessible, immersive, and personalised — setting a new standard for sports entertainment in the digital age.
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