The Premier League has launched a new AI-powered digital Companion, available now on its official website and mobile app. Designed to offer fans a smarter and more personalised way to follow the game, the Companion is powered by Microsoft Copilot and Azure OpenAI, giving users access to insights drawn from over 30 seasons of match data, 300,000 articles and 9,000 videos.
Fans can use the tool to explore clubs, players, and matches of interest by asking open-ended questions, with responses generated dynamically from the League’s extensive archive and real-time updates during the season. Available globally, the Companion is expected to gain additional features throughout the campaign, including support for multiple languages, voice interaction, and deeper integration with the Fantasy Premier League experience. According to the league, the latter allows fans to receive AI-driven squad advice and tactical recommendations.
The Companion is the first major feature to come out of the new five-year partnership with Microsoft. As part of the agreement, Microsoft has become the League’s official cloud and AI partner, with plans to modernise its digital platforms, broadcast capabilities, and internal operations.
On the infrastructure side, the Premier League is migrating its core systems to Microsoft Azure, enabling a more secure, scalable, and flexible technology foundation. This will support faster innovation and smoother delivery of AI-powered services across the League’s digital ecosystem.
Additionally, Microsoft’s suite of enterprise tools, including Microsoft 365, Dynamics 365 and Power Platform, will also be adopted to improve operational efficiency, streamline workflows, and support data-informed decision-making across departments. Future enhancements to live coverage, including real-time data overlays and expanded post-match analysis, are also expected as part of the collaboration.
(Source: Microsoft [official website] / Premier League [official website])
