Microsoft has entered a significant five-year partnership with the English Premier League (EPL), marking a major step toward enhancing the league’s digital and fan-engagement capabilities. As part of the agreement, the Premier League will transition its core digital infrastructure to Microsoft Azure, strengthening the league’s technological foundation.
A central component of the partnership involves using Microsoft’s advanced artificial intelligence to elevate the experience for global fans. The AI system will draw on an extensive archive that includes 30 seasons of historical data, more than 300,000 written articles, 9,000 videos, and live information generated from all 380 matches played each season. Built on Azure AI Foundry, this framework aims to make vast amounts of football data more accessible and relevant to supporters around the world.
With an estimated audience of 1.8 billion fans across continents and languages, the Premier League has emphasized the importance of creating personalized, insightful, and multilingual content. The new AI-powered tools will offer enhanced match analysis, team insights, and tailored updates for supporters.
Throughout the season, new features will be introduced, including an AI-powered assistant manager for Fantasy Premier League. This tool is expected to benefit FPL players by helping them navigate the increasingly complex game dynamics. Additional capabilities planned for release later in the season include customisable highlight videos and broader multilingual content options.
The partnership reflects a growing trend across global sports in adopting emerging technologies. Last year, Arsenal Football Club announced a multi-year digital transformation agreement with NTT DATA, highlighting the industry’s shift toward more innovative, technology-driven fan engagement strategies.
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Microsoft is stepping into the world of football in a big way, thanks to a new five-year deal with the English Premier League. The first step? Moving the league’s main digital systems onto Microsoft Azure. But the real excitement comes from what’s next—using AI to make the fan experience smarter and more fun.
Microsoft’s AI will be working with a huge amount of data: 30 years of match history, more than 300,000 articles, 9,000 videos, and real-time stats from all 380 games played each season. Powered by Azure AI Foundry, this system will help fans get clearer insights, better analysis, and content that’s tailored just for them.
With 1.8 billion fans around the world, the Premier League knows how important it is to deliver content that suits different languages, cultures, and preferences. This partnership aims to do exactly that.
Fans can also look forward to new features rolling out soon. One of the biggest highlights is an AI assistant for Fantasy Premier League—great news for anyone trying to boost their FPL rankings. Later in the season, viewers will even be able to create their own custom highlight videos and explore more multilingual content.
This move fits a bigger trend in sports. Last year, Arsenal partnered with NTT DATA to upgrade its digital strategy, showing that top clubs and leagues are embracing technology to connect more deeply with supporters.