Microsoft Signs A 5-Year AI Deal With Premier League For Its 1.8 Billion Fans

As artificial intelligence (AI) technology keeps seeping into more and more industries, it’s now making its mark in the sporting world in a major way.

England’s Premier League (AKA English Premier League), which is the world’s most watched football league, and Microsoft, a prominent company in the AI race, have announced a five-year strategic partnership that aims to personalize the experience of more than 1.8 billion fans in 189 countries.

The deal will also see Microsoft become the Official Cloud and AI Partner for the Premier League, which will include enhancing its digital platforms and modernizing its digital infrastructure, broadcast match analysis and organizational operations.

“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, Microsoft’s Chairman and CEO, in a post sharing Microsoft’s official announcement.

“The Premier League is entering a new era, powered by Microsoft. As the Official Cloud and AI Partner of the Premier League, we’re helping the world’s most-watched football league unlock new value on and off the pitch. With one intelligent platform powering everything from fan experiences to organizational productivity, this partnership is redefining what’s possible,” the official post reads.


This includes new fan-facing digital platforms that use Microsoft’s cloud and AI technologies to deliver fun and intuitive experiences to fans.

Premier League Companion, a new AI assistant powered by Microsoft’s Copilot, will bring fans over 30 seasons of stats, 300,000 articles and 9,000 videos, tailored insights, and customized content.

The platform will support open-text questions and answers in fans’ native languages through text and audio translation. Fans can request to be shown some “great derby matches,” “iconic moments,” get updates on their favorite football clubs and players, get summaries of the latest news and stories, and Copilot will leverage PL data to generate the Companions prompts and responses.

As the two continue to enhance the application, fans will be able to ask questions such as “What are the best five goals of all time?” or “How many times has my Club been relegated?” and receive instant answers from a library of 35,000-plus prompts.

Companion will continue to learn from articles, football match results and other data sources to create contextual conversations with relevant videos and personalized recommendations.

The service will be available through the new official Premier League mobile app and web platforms, exclusively to fans who join MyPremierLeague, an initiative by the PL for fans to personalize their content.


As per the plan, Microsoft AI will also be integrated into the app and website’s enhanced Fantasy Premier League experience later in the season.

The deal is based on four key areas: fan engagement, match insights and analysis, cloud transformation, and organizational productivity. The goal is to build advanced and secure media, data, and AI platforms.

The PL plans to enhance live match experiences with real-time data overlays and post-match analysis by integrating Microsoft Azure AI Foundry services, including Azure OpenAI in Foundry Models.

Furthermore, it will migrate its core technology infrastructure to Microsoft Azure for faster innovation and seamless integration of AI services, as well as modernize its internal operations to streamline workflows, enhance collaboration, and enable data-driven decision-making by leveraging Microsoft 365, Power Platform and Dynamics 365 Finance and Operations.

“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,” said Richard Masters, CEO of the Premier League. “We look forward to working together over the next five years to deliver more innovative experiences to all Premier League supporters around the world.”

The Premier League is no stranger to digital transformation, having introduced numerous platforms, tools, and technologies to football games and internal operations. This includes the recently introduced semi-automated offside technology (SAOT) among others.


The Premier League-Microsoft deal comes as the League shares some unfortunate news—the tragic passing of PL winner and Liverpool star Diogo Jota (28), who sadly passed away in a traffic accident along with his brother André Silva (25) in Zamora, Spain, on July 3, 2025.

Our deepest thoughts and condolences are with their family, loved ones, and everyone affected.