The Premier League and Microsoft have announced a five-year strategic partnership aimed at transforming how 1.8 billion fans across 189 countries engage with the world’s most-watched football league.
As the League’s official cloud and AI partner, Microsoft will modernise its digital infrastructure, elevate live match experiences, and streamline internal operations using cutting-edge technologies.
At the centre of the collaboration are the Premier League’s new fan-facing digital platforms, built on Microsoft’s cloud and AI tools to deliver more personalised and intuitive experiences.
Fans can explore a new Premier League Companion, powered by Microsoft Copilot. This tool taps into Azure OpenAI to provide insights drawn from over 30 seasons of data, 300,000 articles, and 9,000 videos which gives supporters around the globe a smarter way to learn about their favourite clubs, players, and matches.
Accessible via the revamped official Premier League app and website, the Companion will continue to evolve during the upcoming season.
Future updates include AI features such as open-text Q&A in fans’ native languages, with audio and text translation capabilities.
Later in the season, the platform’s Fantasy Premier League section will also integrate Microsoft AI, offering users their own personal “assistant manager” to help optimise their squads and chase victory.
Beyond fan engagement, Microsoft’s Azure AI Foundry and OpenAI technologies will enhance match coverage with real-time data overlays and deeper in-broadcast analysis. Historical content will also become more accessible through innovative archive tools.
On the backend, the League’s technology infrastructure is migrating to Microsoft Azure to deliver greater scalability, security, and innovation. Internal operations will be further supported by Microsoft 365, Dynamics 365 and Power Platform tools, improving collaboration and enabling data-driven decision-making across departments.
Richard Masters, chief executive of the Premier League spoke about the innovative partnership.
“We are delighted to welcome Microsoft as a partner of the Premier League. This partnership will help us engage with fans in new ways — from personalised content to real-time match insights,” Masters said in a press release.
“We look forward to working together over the next five years to deliver more innovative experiences to all Premier League supporters around the world.”
Judson Althoff, executive vice-president and chief commercial officer at Microsoft discussed how the company will change the football experience for fans.
“We are pleased to partner with the Premier League to bring innovative and interactive experiences to football fans around the world,” Althoff said in a press release.
“By leveraging our secure 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.”
With Microsoft’s expertise driving a next-generation digital ecosystem, the Premier League is setting a new standard for fan engagement and operational excellence.
As football continues to evolve in the digital age, this collaboration ensures supporters worldwide enjoy a smarter, more immersive experience of the game they love.
