Microsoft becomes the AI brain behind Premier League’s digital future

The Premier League has announced a five-year strategic partnership with Microsoft aimed at reshaping how over 1.8 billion fans experience football worldwide.

Under the deal, Microsoft becomes the league’s official cloud and AI partner, fueling a massive tech overhaul across digital platforms, matchday broadcasts, and internal operations.

Copilot, Azure, and AI set to transform how fans watch and interact

Central to the collaboration is the launch of the new Premier League Companion, powered by Microsoft Copilot and Azure OpenAI. This tool allows fans to explore 30 seasons’ worth of data, 300,000 articles, and 9,000 videos with personalized AI prompts.

You can find it now on the Premier League’s revamped mobile app and website supports open-text questions, and soon, multilingual support and voice input will be added.

Later this season, the Companion will integrate into Fantasy Premier League, offering fans their own AI assistant manager to make smarter picks and boost performance.

Beyond fan tools, Microsoft’s Azure AI Foundry will power real-time data overlays and post-match insights during live broadcasts. The league is also shifting its core infrastructure to Azure, promising faster innovation and tighter integration of AI features across the board.

Microsoft’s enterprise tools, like Dynamics 365, Microsoft 365, and Power Platform, will modernize the Premier League’s internal operations too, helping streamline processes and enable better decision-making.

Premier League CEO Richard Masters said the partnership brings “personalized content and real-time match insights” to fans, while Microsoft’s Judson Althoff called it a way to “transform how football is experienced, delivered, and managed.”

With just weeks to go before the season opener, the digital Premier League Companion is already live at premierleague.com, giving fans a head start on the future of football.