Microsoft partners with Premier League to bring AI-powered experiences to football fans

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The Premier League is going all in on AI, teaming up with Microsoft to transform how its 1.8 billion fans engage with the game. In a bid to unify fragmented digital experiences, the league is building a new intelligent platform powered by Microsoft’s cloud and AI technologies — bringing fans personalised, real-time content on their terms.

“We’re teaming up with the Premier League to bring one billion-plus fans closer than ever to the game they love,” said Satya Nadella, CEO, Microsoft.

At the heart of this overhaul is Azure AI, which fuels an upgraded Premier League Companion app. This AI assistant now delivers live stats, multilingual video packages, and personalised insights during matches. Soon, fans will also get access to features like AI-generated highlight reels and a smart Fantasy Premier League manager that uses real-time data.

Backed by tools like Microsoft 365, Copilot, and the Power Platform, the initiative isn’t just about fan engagement. It also helps the league streamline operations, improve internal workflows, and enhance data security, building a scalable digital infrastructure for clubs and league staff alike, said Microsoft.

The long-term vision? To turn three decades of match stats, 300,000 articles, 9,000 videos, and 380 live matches per season into “living, intelligent content”. As per Microsoft, all the content will be personalised and translated in real time for every fan, regardless of where they are or what language they speak.

Microsoft calls this one of the largest tech transformations in the history of the Premier League — and possibly global sport. By integrating AI into everything from content creation to matchday experiences, the collaboration looks to use AI to deliver more engagement to football fans.