Premier League adopts Microsoft Azure and AI to enhance global fan engagement

The league is using Microsoft technologies to modernize its platforms, personalize fan experiences and scale content delivery. New AI tools now give fans access to decades of football data in real time.

Fans of all teams, including Everton, will be able to enjoy the modernized league website and app thanks to a partnership between the Premier League and Microsoft. (Photo by Jeff Schear/Getty Images for Premier League).

In 2025, the Premier League entered a five-year strategic partnership with Microsoft to modernize its digital platforms and improve fan engagement across the globe. Microsoft now serves as the official cloud and AI partner of the league.

One of the key outcomes of this collaboration is the Premier League Companion, a feature embedded in the official mobile app and website. Powered by Azure OpenAI Service and Azure AI Foundry, the tool enables fans to access real-time answers, insights and recommendations through natural language queries. It pulls information from more than 30 years of historical data, 300,000 articles and 9,000 videos.

According to Will Brass, Chief Commercial Officer of the Premier League, “Our role is to create value for our clubs by engaging with as many fans as we can and bringing them into the Premier League ecosystem.”

As part of the digital transformation, the Premier League is also migrating its core infrastructure to Microsoft Azure to securely scale large volumes of content and enhance operational agility. Internally, the organization is adopting Microsoft 365, Power Platform and Dynamics 365 to streamline workflows and improve decision-making across departments.

“This partnership will help us better serve both our own digital channels and our global broadcast partners,” said Brass. “By moving our historic content archive to Azure, we ensure that rich, exciting and strategic content is more readily available.”

The Companion tool is expected to evolve continuously, integrating more AI-driven features such as audio summaries, multi-language support and contextual video recommendations.

Alexandra Willis, Director of Digital Media and Audience Development at the Premier League, noted, “Whether someone is a long-time supporter or just discovering the league, our goal is to deliver personalized, accessible and immersive experiences. That’s what makes this transformation so important.”

With 1.8 billion viewers across 189 countries, the Premier League is leveraging technology to reach broader audiences and deepen fan relationships. The collaboration with Microsoft reflects a commitment to innovation, scalability and fan-centered digital strategy.