The Premier League and Microsoft have entered a five-year strategic partnership to embed Microsoft’s Copilot AI and Azure cloud services across the League’s digital platforms. This collaboration aims to redefine how over 1.8 billion fans in 189 countries discover, interact with, and analyse Premier League content.
Premier League Companion Powered by Copilot
At the heart of the partnership is the Premier League Companion, an AI-driven assistant available on the official League app and website. Powered by Microsoft Copilot, it taps into a vast archive – over 30 seasons of statistics, 300 000 articles and 9 000 videos – to provide instant, personalised answers to fan queries such as “What are the top five goals of all time?” or “How many times has my club been relegated?”.
Azure Cloud Migration and AI Foundry Integration
To underpin these AI features, the Premier League is migrating its core digital infrastructure to Microsoft Azure. This move ensures scalable, secure data storage and processing, and enables seamless integration of Azure OpenAI Foundry Models. The Foundry environment allows the League to fine-tune large language models for bespoke fan-experience scenarios while maintaining enterprise-grade compliance and governance.
Enhanced Live Match Insights and Broadcast Analysis
Later this season, live match coverage will integrate real-time AI-powered overlays and post-match analytics. Using Azure’s streaming and AI video-processing capabilities, broadcasters can deliver enriched statistics – such as expected goals (xG), pass-completion heatmaps and tactical breakdowns – directly to fans during and after matches.
Fantasy Premier League Gets an AI Upgrade
Microsoft AI will also enhance Fantasy Premier League, offering each user a personal “assistant manager.” This feature analyses past performance, upcoming fixtures and player form to suggest transfers, captain picks and tactical tweaks. By leveraging Copilot’s contextual understanding, Fantasy managers receive tailored insights to boost their league standings.
Organizational Efficiency and Data Security
Beyond fan-facing tools, the partnership extends to internal operations. The League will adopt Microsoft 365, Power Platform and Dynamics 365 for streamlined workflows, automated reporting and data-driven decision-making. All data – whether archival footage or user interactions – will reside on Azure under strict access controls, aligning with global data-protection standards.
Technology Stack Overview
| Component | Purpose |
|---|---|
| Microsoft Copilot | Natural-language Q&A and recommendations |
| Azure OpenAI Foundry Models | Custom LLM fine-tuning and deployment |
| Azure Kubernetes Service (AKS) | Scalable model hosting and orchestration |
| Azure Stream Analytics | Real-time match data processing |
| Microsoft 365 & Power Platform | Internal collaboration and automation |
| Dynamics 365 Finance & Operations | Financial reporting and resource planning |
This integrated stack empowers the Premier League to deliver cutting-edge AI experiences while maintaining high availability and resilience.
Looking Ahead: Future Innovations
Over the next five years, the partnership will evolve to include:
- Multilingual Audio Translation: Real-time voice Q&A in fans’ native languages via the Companion.
- Augmented Reality Highlights: Overlaying AI-generated tactical insights on AR match replays.
- Predictive Ticketing and Merchandising: Using AI to forecast demand and personalise offers.
