"This partnership will help us engage with fans in new ways"
The Premier League has announced a major five-year partnership with Microsoft to modernise its digital platforms using artificial intelligence and cloud technologies.
From July 1, 2025, Microsoft becomes the official cloud and AI partner of the Premier League.
The partnership is expected to reshape how 1.8 billion fans across 189 countries connect with the world’s most-watched football league.
At the core of the deal is a new digital Premier League Companion, powered by Microsoft’s Copilot and built on Azure OpenAI.
It allows fans to access insights on clubs, players and matches, drawing from 30 seasons of statistics, 300,000 articles and 9,000 videos.
The Premier League Companion is now live on the league’s revamped website and mobile app.
It will be enhanced during the season with real-time AI features, including open-ended questions in multiple languages, audio translations, and in-app Fantasy Premier League tools that act like assistant managers.
Richard Masters, Premier League chief executive, 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 personalised 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.”
Judson Althoff, Microsoft’s executive vice-president and chief commercial officer, said:
“We are pleased to partner with the Premier League to bring innovative and interactive experiences to football fans around the world.
“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 partnership spans four strategic pillars: fan engagement, match insights, cloud transformation and organisational productivity.
As part of the deal, the Premier League will migrate its core infrastructure to Microsoft Azure. This aims to deliver improved scalability, security and speed for digital services across the league.
AI-powered enhancements during live matches will include real-time data overlays and post-match analysis. These will deepen fan access to insights from both current games and archive footage.
Back-end improvements are also expected.
Microsoft’s business tools, including Microsoft 365, Power Platform and Dynamics 365 Finance and Operations, will streamline workflows across Premier League departments and allow for better data-led decisions.
The deal is being positioned as one of the most significant technological upgrades in the League’s history. It reflects the growing influence of AI and data in how fans consume sport.
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