Premier League Launches Five-Year AI Partnership with Microsoft to Enhance Fan Experience
The English Premier League (EPL) has announced a new five-year partnership with Microsoft to incorporate artificial intelligence into its digital platforms, marking a significant step in the league’s ongoing digital transformation, CNBC reports.
Under the agreement, Microsoft’s Copilot AI will be integrated into the Premier League’s official app, website, and Fantasy Premier League platform. The goal: to offer fans more personalized and interactive experiences through enhanced access to historical data, media content, and real-time insights.
Fans will soon be able to explore a vast library of more than 300,000 articles, 9,000 videos, and decades of match statistics dating back to the league’s formation in 1992. Future upgrades are expected to include automatic language translation of both text and audio content, expanding global accessibility.
“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 English Premier League, in a statement announcing the deal.
In addition to bringing AI tools to fans, Microsoft will also serve as the Premier League’s official cloud computing partner, replacing Oracle. Microsoft’s cloud and AI services — including Azure AI Foundry, Microsoft 365 Copilot, and Dynamics 365 — will support both fan-facing and operational innovations.
Judson Althoff, Microsoft’s Executive Vice President and Chief Commercial Officer, emphasized the broader vision:
“We will transform how football is experienced, delivered, and managed on and off the field.”
Though financial terms of the agreement were not disclosed, the partnership positions Microsoft at the center of the Premier League’s technological evolution, particularly in fan engagement and data delivery.
The English Premier League is widely regarded as one of the world’s most influential sports organizations, with broadcasts reaching 900 million homes across 189 countries. By partnering with Microsoft, the league aims to tailor content and services to a vast, international fan base.
The collaboration also comes as sports leagues globally are seeking ways to modernize and monetize their digital ecosystems. The use of generative AI tools like Copilot allows the EPL to better compete with other entertainment platforms for attention and user engagement.
The timing of the announcement aligns with the build-up to the Premier League Summer Series, a pre-season exhibition tournament set to begin in the US on July 26, with matches at MetLife Stadium and other venues. The regular season kicks off on August 15.
