On Tuesday, the Premier League and Microsoft announced a five-year partnership to transform how 1.8 billion fans across 189 countries engage with football’s most popular league.
This collaboration makes Microsoft the official cloud and AI partner for the Premier League’s digital platforms, promising a new era of personalised, interactive, and intelligent fan experiences.
AI-powered Premier League companion enhances fan engagement
This partnership’s core is the Premier League Companion, an AI-driven tool powered by Microsoft’s Copilot and Azure OpenAI services. Available on the official Premier League mobile app and website, the Companion offers fans instant access to a vast archive of over 30 seasons of statistics, 300,000 articles, and 9,000 videos. This means fans can quickly find answers to questions like whether Abdoulaye Doucoure’s 10.18-second goal in February 2025 was the fastest in Premier League history.
The Companion personalizes content by focusing on the clubs, players, and matches that matter most to each fan. It supports open-text questions and will soon offer multi-language text and audio translation, making it easier for fans worldwide to engage with the league in their native languages. Later this season, Microsoft AI will also power an enhanced Fantasy Premier League experience, giving users a personal assistant to help manage their fantasy squads.
Modernising infrastructure and matchday experience with Microsoft Azure
Beyond fan engagement, the partnership involves migrating the Premier League’s core digital infrastructure to Microsoft Azure, enabling greater scalability, security, and agility. This cloud transformation supports real-time match analysis through AI-powered data overlays and post-match insights, enriching live broadcasts and deepening fans’ connection to the game.
Microsoft 365, Power Platform, and Dynamics 365 will also modernize the league’s internal operations, streamlining workflows and improving collaboration across departments.
Richard Masters, Premier League CEO, expressed enthusiasm about the partnership, stating, “This partnership will help us engage with fans in new ways—from personalized content to real-time match insights.” Judson Althoff, Microsoft’s Executive Vice President, added, “We will transform how football is experienced, delivered, and managed on and off the field.”
This collaboration sets a new standard for how technology can enhance sports entertainment, making Premier League content more accessible and immersive for fans globally. With the new season just weeks away, fans are encouraged to explore the Premier League Companion and experience the future of football engagement firsthand.