English Premier League integrates Microsoft AI into fan app in new 5-year deal

Kobbie Mainoo of Manchester United during the Premier League match between Manchester United FC and Aston Villa FC at Old Trafford on May 25, 2025 in Manchester, England. The English Premier League is bringing artificial intelligence to the soccer pitch through a new partnership with Microsoft. Terms of the agreement were not disclosed. "This partnership will help us engage with fans in new ways — from personalized content to real-time match insights," Richard Masters, English Premier League CEO, said in a ...