How the Premier League and Microsoft Are Bringing AI to Fans
Football has always sold itself through shirts, boots and broadcast deals. Now it’s selling AI too. Signed in July 2025, the five-year Premier League Microsoft partnership is the clearest example yet, putting an AI assistant in the pocket of every fan who opens the league’s app.
What the Premier League and Microsoft deal covers
The deal made Microsoft the official cloud and AI partner for the league’s digital platforms. That means reaching 1.8 billion fans across 189 countries.
It’s built around four areas: fan engagement, match insights and analysis, cloud transformation and the league’s own day-to-day operations. Behind the scenes, the Premier League is also moving its core technology onto Microsoft Azure.
Most of that happens out of sight. The fan-facing side, however, is where it gets interesting.
The Premier League Companion
The headline product is the Premier League Companion, powered by Copilot. It sits inside the official Premier League app and website, and draws on 30 seasons of stats, 300,000 articles and 9,000 videos.
In other words, fans can ask about the clubs and players they care about and get answers from the league’s own archive. Microsoft also said the Companion would add questions and answers in fans’ native languages, through text and audio translation.
For a league with fans in almost every corner of the world, that’s a big deal. A supporter could ask about their club in their own language, wherever they are.
From fantasy football to live broadcasts
The most relatable part is Fantasy Premier League. Microsoft AI brings a personal assistant manager into the game, helping each player pick and steer their squad. For anyone who has agonised over a captain choice at midnight, that could take some of the stress away.
The partnership also reaches live broadcasts. Microsoft’s AI tools power real-time data overlays during matches and post-match analysis, giving fans more to dig into while they watch.
Premier League chief executive Richard Masters said the deal would help the league “engage with fans in new ways”.
AI, a future part of the football experience
If the Premier League Microsoft partnership works, it could become the blueprint for how fans follow the game. And with the league’s global reach, others will be watching closely. Don’t be surprised if more leagues follow with tech deals of their own.
You can try the Premier League Companion for yourself on the official Premier League website or the app.
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Ready for more?
If you enjoyed this look at the Premier League’s AI push, be sure to also check out Manchester City letting fans design their kit using AI.
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