The Premier League, the world’s most-watched football league, today announced a landmark five-year strategic partnership with Microsoft Corp., aimed at transforming how 1.8 billion fans across 189 countries engage with the beautiful game. This collaboration sees Microsoft become the official cloud and AI partner for the Premier League’s digital platforms, promising a new era of intelligent and highly personalized fan experiences.
At the heart of this transformative partnership is the new “Premier League Companion,” powered by Microsoft Copilot and leveraging Azure OpenAI. This innovative digital tool, available on the official Premier League mobile app and web platforms starting today, provides fans with unprecedented access to a vast repository of information. Drawing from over 30 seasons of statistics, 300,000 articles, and 9,000 videos, the Companion offers a highly personalized experience, allowing fans to delve deep into the clubs, players, and matches that matter most to them.
Future enhancements for the Premier League Companion are set to include open-text questions and answers in fans’ native languages through text and audio translation, further bridging geographical and linguistic divides. Later in the upcoming season, Microsoft AI will also be integrated into the enhanced Fantasy Premier League experience, offering every fan their own personal assistant manager to aid in steering their fantasy squad to victory.
Beyond fan engagement, the partnership encompasses three other key areas: match insights and analysis, cloud transformation, and organizational productivity. Microsoft Azure AI Foundry services, including Azure OpenAI, will be integrated to enhance the live match experience with real-time data overlays and post-match analysis, delivering richer, more interactive insights to viewers. The Premier League is also migrating its core technology infrastructure to Microsoft Azure, promising greater scalability, security, and agility. Furthermore, Microsoft 365, Power Platform, and Dynamics 365 will modernize the League’s internal operations, streamlining workflows and fostering data-driven decision-making.
Richard Masters, chief executive of the Premier League, expressed his enthusiasm for the partnership, stating, “We are delighted to welcome Microsoft as a partner. This collaboration will help us engage with fans in new ways – from personalized content to real-time match insights.” Judson Althoff, executive vice president and chief commercial officer at Microsoft, added, “By leveraging our secure cloud and AI technologies, we will transform how football is experienced, delivered, and managed on and off the field.”
This strategic alliance is poised to set a new global benchmark for how technology can elevate sport, entertainment, and fan culture, making the Premier League more accessible, immersive, and future-ready for its massive global following.
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