Premier League and Microsoft announce five-year strategic partnership to personalize the fan experience with AI for 1.8 billion people

Rhea-AI Summary

Microsoft (NASDAQ:MSFT) and the Premier League have announced a five-year strategic partnership to revolutionize fan engagement for 1.8 billion supporters across 189 countries. Microsoft will serve as the official cloud and AI partner for the Premier League's digital platforms, introducing the new Premier League Companion powered by Copilot.

The partnership focuses on four key areas: fan engagement, match insights and analysis, cloud transformation, and organizational productivity. The Premier League Companion leverages Azure OpenAI to access over 30 seasons of stats, 300,000 articles, and 9,000 videos, providing personalized experiences through the official Premier League mobile app and web platforms.

The collaboration includes the integration of Microsoft Azure AI Foundry services for real-time data overlays and match analysis, migration of core technology infrastructure to Azure, and implementation of Microsoft 365, Power Platform, and Dynamics 365 Finance and Operations for internal operations.

Positive

• Strategic partnership reaches massive audience of 1.8 billion fans across 189 countries
• Integration of advanced AI and cloud technologies through Azure OpenAI and Copilot
• Access to extensive historical data including 30 seasons of stats, 300,000 articles, and 9,000 videos
• Comprehensive digital transformation covering fan engagement, match analysis, cloud infrastructure, and operations

Negative

• None.

Insights

Technology Partnerships Strategist

Microsoft's Premier League partnership extends Azure and AI reach to 1.8B global fans, strengthening its sports technology leadership position.

Microsoft's five-year partnership with the Premier League represents a significant strategic expansion in the sports technology sector. By becoming the official cloud and AI partner for the world's most-watched football league with 1.8 billion fans across 189 countries, Microsoft gains unprecedented access to a massive global audience.

The partnership centers on the Premier League Companion powered by Copilot, which leverages Azure OpenAI to analyze over 30 seasons of stats, 300,000 articles, and 9,000 videos. This implementation showcases Microsoft's AI capabilities at scale while creating substantial recurring revenue streams through Azure consumption.

Strategically, this deal positions Microsoft against competitors like Amazon and Google in the sports technology arena. The company is deploying its full technology stack - Azure AI Foundry services, Microsoft 365 Copilot, and Dynamics 365 - creating significant ecosystem lock-in with one of sports' most valuable properties.

The partnership extends beyond fan engagement to include critical infrastructure migration to Azure and internal operations modernization through Microsoft 365 and Dynamics 365. This comprehensive approach creates multiple revenue streams while demonstrating Microsoft's enterprise solutions in a high-profile implementation.

The timing is particularly advantageous as sports leagues globally seek AI-powered personalization solutions. Microsoft is effectively using the Premier League as a showcase for how its technologies can transform fan engagement, potentially catalyzing similar partnerships across the sports industry.

Premier League selects Microsoft as the official cloud and AI partner for its digital platforms; together the companies will transform the fan experience with AI

LONDON and REDMOND, Wash., July 1, 2025 /PRNewswire/ -- The Premier League and Microsoft Corp. on Tuesday announced a five-year strategic partnership to transform how 1.8 billion fans in 189 countries engage with the world's most-watched football league. As part of the collaboration, Microsoft will become the official cloud and AI partner for the Premier League's digital platforms, modernizing the League's digital infrastructure, broadcast match analysis and organizational operations.

At the heart of the partnership are the Premier League's new fan-facing digital platforms, which leverage Microsoft's cloud and AI technologies to usher in a new era of intelligent and intuitive fan experiences.

From today, fans around the world can learn more about the Premier League clubs, players and matches of their choice through a new digital Premier League Companion powered by Copilot. This highly personalized experience leverages Azure OpenAI to pull information from over 30 seasons of stats, 300,000 articles and 9,000 videos, unlocking a whole new world of facts and figures for fans about the clubs and players that matter to them most.

The Premier League Companion is available on the new official Premier League mobile app and web platforms and will be enhanced throughout the upcoming Premier League season. Additional functionality is set to include open-text questions and answers in fans' native languages through text and audio translation. Later in the season, Microsoft AI will also be included within the app and website's enhanced Fantasy Premier League experience, giving every fan their own personal assistant manager to help them steer their fantasy squad to victory.

The partnership marks one of the most significant technology transformations in the League's history, anchored around four key areas: fan engagement, match insights and analysis, cloud transformation, and organizational productivity. Together, Microsoft and the Premier League aim to build one of global sport's most advanced and secure media, data and AI platforms.

Integrating Microsoft Azure AI Foundry services, including Azure OpenAI in Foundry Models, will further enhance the live match experience with real-time data overlays and post-match analysis. From archive innovation to in-broadcast insights, fans will gain deeper, more interactive access to the game they love.

Richard Masters, chief executive of the Premier League, said: "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 personalized content to real-time match insights. We look forward to working together over the next five years to deliver more innovative experiences to all Premier League supporters around the world."  

"We are pleased to partner with the Premier League to bring innovative and interactive experiences to football fans around the world," said Judson Althoff, executive vice president and chief commercial officer at Microsoft. "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."

The Premier League is also migrating its core technology infrastructure to Microsoft Azure, unlocking scalability, security and agility across its digital ecosystem. This foundation will enable faster innovation, seamless integration of AI services, and a unified platform for the league.

Microsoft 365, Power Platform, and Dynamics 365 Finance and Operations will modernize the League's internal operations, streamlining workflows, enhancing collaboration, and enabling data-driven decision-making across departments.

This partnership sets a new global benchmark for how technology can elevate sport, entertainment and fan culture, making the Premier League more accessible, immersive and future-ready than ever before. Whether you are a lifelong fan or new to the Premier League, the Premier League Companion powered by Copilot can help you discover more. With only 47 days to go to the beginning of the new Premier League season, try it for yourself at http://www.premierleague.com.

About The Premier League
The Premier League produces some of the most competitive and compelling football in the world. The League and its clubs use the power and popularity of the competition to inspire fans, communities and partners in the UK and across the world. The Premier League brings people together from all backgrounds. It is a competition for everyone, everywhere and is available to watch in 900 million homes in 189 countries. 

About Microsoft
Microsoft (Nasdaq "MSFT" @microsoft) creates platforms and tools powered by AI to deliver innovative solutions that meet the evolving needs of our customers. The technology company is committed to making AI available broadly and doing so responsibly, with a mission to empower every person and every organization on the planet to achieve more.

 

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SOURCE Microsoft Corp.

FAQ

What is the duration and scope of Microsoft's partnership with the Premier League?

Microsoft has signed a five-year strategic partnership as the official cloud and AI partner for the Premier League's digital platforms, reaching 1.8 billion fans in 189 countries.

What is the Premier League Companion powered by Copilot?

The Premier League Companion is a new digital platform that uses Azure OpenAI to provide personalized fan experiences, accessing over 30 seasons of stats, 300,000 articles, and 9,000 videos.

How will Microsoft's AI technology enhance the Premier League fan experience?

Microsoft's AI will provide real-time data overlays, post-match analysis, personalized content, and later integrate with Fantasy Premier League as a personal assistant manager.

What Microsoft technologies are being implemented in the Premier League partnership?

The partnership implements Azure AI Foundry services, Azure OpenAI, Microsoft 365 Copilot, Dynamics 365, and other cloud infrastructure solutions for fan engagement and operations.

When will the new Premier League digital features become available?

The Premier League Companion is available now on the official Premier League mobile app and web platforms, with additional features planned throughout the upcoming season.