Oracle set to transform Premier League analytics

The Premier League has chosen Oracle to be their official cloud provider, featuring groundbreaking match statistics for live broadcasts.

The Premier League has chosen Oracle to be their official cloud provider, featuring groundbreaking match statistics for live broadcasts beginning from the 2021/22 season.

The collaboration will create greater excitement for every game of the world’s most watched league. With brand new in-match statistics shown during all Premier League matches, this will unlock a greater understanding about what is happening on the pitch.

Oracle’s data and analytics, combined with their machine learning technologies will deliver powerful statistics in real-time to billions of viewers around the world each season. “Match Insights – Powered by Oracle Cloud” will display advanced player performance data for a global broadcast coverage, as well as the Premier League’s social media channels, which will be introduced from the 2021/22 season.

Machine learning models will be designed to generate immediate results related to data streams and real-time tracking data. The scope of this technology allows the collection of facts on each player in the Premier League, coupled with information from thousands of matches in the past.

Research has found how fans are interested in the integration of match data and analysis, with Oracle’s insights able to help tell more stories about Premier League matches, giving fans a data-rich experience. Match information will be available instantly as they need it, whether they are watching from home or at the ground on their mobile phones.

“We are always looking at new ways to bring the Premier League to life and enhance the analysis of the competition. Oracle is a global brand with a great track record of driving innovation, and we look forward to working together to bring new levels of engagement to fans around the world,” Premier League Chief Executive Richard Masters said.

“Match Insights – Powered by Oracle Cloud” are set to roll out with three different categories that all have their unique values in finding out more about what goes on during a game.

Average Formation – The positions of all players are tracked for when their team is with or without possession. The model can identify differences in how teams organise themselves and ways they structure their line up during attacking and defending phases. Throughout a match, fans will see how teams respond to an opposition’s tactics, giving a glimpse about the strategies utilised in different styles of play by leading coaches.

Live Win Probability – Presents as a statistic that delves deeper into a team’s performance by calculating the chance of a team going on to secure a win or draw – this is done by simulating the remainder of the match 100,000 times to achieve the best possible accuracy in predictions. The model has been built around four years of match data and assesses a range of factors such as if a team is home or away, the current score, penalties awarded, players on the pitch, red cards and time left in the match.

Momentum Tracker – This measures the likelihood of a team that is in possession to score a goal within the next 10 seconds. The results that are uncovered are based on data from thousands of historical games, as well as the last five events in the current possession (how a team is building up play). The model summarises the outcomes of passes, dribbles in possession, tackles and locations on the pitch where those instances take place.

“Combining Oracle’s machine learning expertise with the Premier League’s wealth of football data is a significant merger of technology and sport,” Ariel Kelman said, Oracle executive vice president and chief marketing officer.

“The margins for error in the Premier League are very small, so the data is crucial to discovering the meaningful moments and stories of each match. It’s those stories that unite fans and ignite their passions for the game.”

More Match Insights are expected to be added throughout the 2021/22 Premier League season and beyond, as the upcoming campaign is scheduled to start on August 14, 2021.

You can find out more about Oracle’s Cloud Infrastructure and Applications here.

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‘Wunderbar’ – FC Bayern turns to enterprise AI with Wonderful partnership

FC Bayern Munich is taking another step into the world of artificial intelligence after agreeing to a three-year global partnership with enterprise AI company Wonderful. The deal makes Wonderful the German club’s Official Enterprise AI Partner until 2029. The partnership will focus on putting AI into real-world use across Bayern’s operations, rather than limiting it to experiments or demonstrations.

AI to assists Matchday Fan Services

Wonderful’s first project will target one of the busiest and most varied areas of the club: matchday fan support. Specifically, initial implementation will be an AI agent designed to provide digital ticket support. Matchdays create a huge spike in demand for customer service for all manner of reasons: fans may struggle to access tickets, encounter account problems or need help with time-sensitive issues shortly before kick-off.

Bayern plans to use Wonderful’s technology to handle these requests faster than previously. Instead of each individual case entering a traditional support queue, the AI agent can process requests instantaneously, interacting with the club’s existing systems to hopefully resolve it. The aim is simple: get fans answers in moments, and into their seats!

The system will be integrated into Bayern’s existing technology environment – important as the AI will not operate as a separate chatbot disconnected from the club’s data and systems. It is being designed to work within the infrastructure Bayern already uses.

How Wonderful AI works

Wonderful describes its platform as an ‘enterprise AI system built to create, operate and improve AI agents.’ Those agents can perform tasks rather than simply generate text. They can work with company data, access connected systems and complete multi-step processes. The platform uses a system of reusable “skills”. Each skill can contain the instructions, tools, information and checks needed to complete a particular task. An agent can then use the appropriate skills depending on what a user needs.

For Bayern, that could mean an agent identifying that a fan has a ticket-access problem, retrieving the relevant information from the club’s systems and helping resolve the issue. Wonderful also connects its agents to existing enterprise systems. Its platform is designed to work with data platforms, customer relationship systems and other systems of record. This allows an agent to act on current information instead of relying solely on a static database.

More than a ticketing tool

Bayern and Wonderful have indicated further enterprise AI use cases will be introduced during the partnership. While customer support is an obvious starting point, AI agents could theoretically assist internal teams, automate administrative workflows or help employees find and process information.

Wonderful’s platform is designed to support customer-facing agents as well as internal and back-office workflows. It can operate across channels including chat, email and voice, giving the partnership room to expand beyond the first use case. The company also uses a deployment model built around teams working directly with organisations to put AI into production.

Bayern’s AI Strategy Enters a New Phase

The partnership signals a broader shift in how football clubs can use AI. Rather than focusing solely on analytics, Bayern is looking at AI as part of its everyday operations.

The first test will come through fan service. If the ticketing agent can reliably solve problems during the pressure of matchdays, the club will have a practical foundation for expanding AI into other areas. For the club, the biggest opportunity is therefore not one chatbot, but the creation of AI infrastructure that can support multiple parts of its organisation.

The three-year partnership gives the club and Wonderful time to develop that infrastructure. The first use case is focused and practical. The longer-term ambition is considerably broader. The next phase will be about proving that technology can make the experience better for fans while also making the organisation more efficient behind the scenes.

LaLiga and CANAL+ strengthen anti-piracy alliance across nearly 50 countries

LaLiga and CANAL+ have strengthened their partnership with a new anti-piracy agreement covering almost 50 countries. The deal spans Europe, Sub-Saharan Africa and Haiti. It brings together the league’s anti-piracy capabilities with CANAL+’s technology, intelligence and enforcement resources. The move reflects a growing commercial priority for sports rights holders. Protecting live content has become essential to protecting the value of broadcasting deals.

LaLiga and CANAL+ will share intelligence and coordinate their response to illegal distribution networks. They will also work on joint investigations and enforcement activity. The partnership builds on an existing relationship between the two organisations. CANAL+ distributes LaLiga content across multiple international markets. The new agreement now takes their relationship beyond broadcasting.

The partnership creates a joint focus on protecting the underlying value of the rights being sold. While broadcasters invest heavily in football rights, illegal streaming undermines revenue and weakens the commercial proposition of legitimate broadcasters.

LaLiga’s latest figures highlight the importance of audiovisual income to professional clubs. Broadcast revenue across Spanish professional football fell 5.2% to $2.3 billion (1.43 billion Euros) in the 2024/25 season. Commercial revenue reached $2.4 billion (1.58 billion Euros) and became the largest revenue source.

Piracy therefore represents a direct business risk. Illegal access can reduce the value broadcasters place on future rights packages, ultimately affecting the money flowing back into clubs and competitions.

LaLiga and CANAL+ are responding by pooling resources. For CANAL+, the agreement also protects its investment in international sports rights. The broadcaster operates in nearly 70 countries and has expanded its relationship with LaLiga alongside its international growth. For LaLiga, stronger enforcement can help protect the value of its global media proposition.

The partnership also carries implications for the wider sports industry. Rights holders increasingly need technology, legal expertise and cross-border cooperation to tackle illegal distribution. The message is clear. Winning a rights deal is only part of the commercial battle. Sports organisations and broadcasters must also protect the content once it reaches the market.

LaLiga and CANAL+ are betting that closer cooperation can make that protection more effective. This agreement may provide a model for other leagues and broadcasters facing the same challenge.

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