Microsoft Strikes 5-Year Deal With Premier League To Bring AI-Powered Experience To Global Fans

The Premier League partners with Microsoft in a five-year deal to upgrade digital platforms, using AI and cloud tools to enhance fan engagement.

Premier League and Microsoft Corp. (MSFT) have signed a five‑year deal to revamp how roughly 1.8 billion supporters across 189 countries interact with the league’s digital ecosystem. 

The partnership positions Microsoft as the official cloud and AI provider for the Premier League’s digital platforms, aiming to modernize its infrastructure, broadcast analytics, and internal processes.

Microsoft stock inched lower by 0.2% at the time of writing.

As part of the collaboration, Microsoft is driving the new Premier League Companion tool using its Copilot technology and Azure OpenAI services. 

Available through the league’s updated mobile app and website, the digital assistant analyzes data from over 30 seasons, drawing on 300,000 written pieces and 9,000 video clips to deliver tailored content and insights for fans.

The Companion will soon allow users to ask open-ended questions and receive spoken replies in various languages. 

Microsoft’s Azure AI Foundry services will be used to enhance live match coverage through dynamic data overlays and in-depth post-match breakdowns. 

These features aim to enhance viewer understanding and transform the way audiences engage with the game, both during and after each fixture.

In the coming months, AI tools will also enhance Fantasy Premier League by giving fans a personalized virtual assistant to help manage their teams.

“This partnership will help us engage with fans in new ways — from personalized content to real-time match insights,” said Premier League CEO Richard Masters.

Internally, the league will deploy Microsoft 365, Power Platform, and Dynamics 365 Finance and Operations to support data-informed decision-making across all departments.

On Stocktwits, retail sentiment around Microsoft changed to ‘extremely bearish’ from ‘bearish’ the previous day amid ‘high’ message volume levels.

MSFT's Sentiment Meter and Message Volume as of 10.15 a.m. ET on July 1, 2025 | Source: Stocktwits
MSFT’s Sentiment Meter and Message Volume as of 10.15 a.m. ET on July 1, 2025 | Source: Stocktwits

Microsoft stock has gained over 17% year-to-date and 8% in the last 12 months.

Also See: AMC Secures $223M In New Funds To Refinance Debt And Settle Litigation, Stock Plunges Pre-Market

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