fan experience

Microsoft and the NFL have quietly but decisively moved a decade‑long sideline relationship into an explicit “AI‑first” operational phase by rolling Microsoft Copilot, Azure AI services, and a refreshed fleet of Surface Copilot+ devices into the league’s Sideline Viewing System, scouting...

Microsoft and the National Football League have announced a multiyear extension of their partnership that moves the long-running Surface sponsorship into a new phase: deploying Microsoft Copilot and Azure AI across the sideline, scouting desks, and back-office operations to deliver real-time...

The NFL has moved from hardware sponsorship to an explicit “AI‑first” operational phase with Microsoft, refreshing the league’s Sideline Viewing System and rolling Microsoft Copilot, Azure OpenAI services, and a fleet of Surface Copilot+ devices into sideline workflows, scouting and Combine...

The NFL and Microsoft this week turned a decade‑long sideline hardware relationship into an explicit, multiyear push to make generative AI a routine part of game‑day operations — equipping the league’s Sideline Viewing System with Copilot‑enabled Surface devices, piloting Azure AI Foundry...

The NFL’s decision to fold generative AI and Microsoft’s Copilot into its sideline toolkit marks a decisive shift: intelligent assistance is moving from back-office analytics into the heat of game-day decision-making, scouting, and stadium operations in a multiyear expansion of the league’s...

The NFL’s long-running technology relationship with Microsoft has entered an explicitly AI-first phase: a multiyear extension announced on August 20, 2025, brings Copilot-powered assistants to coaches’ Surface tablets, expands Azure cloud infrastructure inside stadiums, and folds generative AI...

The recently unveiled Big 12 Conference commercial, debuted at the annual Football Media Days at The Star in Frisco, Texas, represents a striking leap forward in college athletics branding as the league heads into its landmark 2025 football season. The unveiling comes at a pivotal moment for the...

The Premier League has embarked on a transformative five-year partnership with Microsoft, aiming to revolutionize the digital experience for its global fanbase of 1.8 billion across 189 countries. This collaboration designates Microsoft as the official cloud and AI partner for the league's...

The Premier League has unveiled a groundbreaking AI-powered digital assistant, the Premier League Companion, designed to revolutionize fan engagement through personalized and interactive experiences. This innovative tool is a key component of a newly announced five-year strategic partnership...

The English Premier League has embarked on a transformative five-year partnership with Microsoft, aiming to revolutionize fan engagement through advanced artificial intelligence (AI) technologies. This collaboration designates Microsoft as the official cloud and AI partner for the Premier...

As temperatures surge to unprecedented heights in Switzerland, anticipation for the Women’s Euro opening match between the hosts and Norway pulses through the city of Basel. For both locals and international fans, the boiling weather has become an inextricable part of the tournament experience—a...

In a move that underscores the accelerating convergence of artificial intelligence and professional sports, the Premier League has unveiled a groundbreaking five-year partnership with Microsoft, aiming to revolutionize fan engagement, data accessibility, and the very fabric of digital soccer...

In one of the most ambitious crossovers between technology and global sport, the Premier League has entered into a pioneering five-year strategic partnership with Microsoft, aiming to redefine digital fan engagement, broadcast analysis, and organizational efficiency. Announced to the world’s 1.8...

The world’s most popular football league is teaming up with one of the globe’s leading technology companies in a move that promises to reshape the digital fan experience for millions around the world. The Premier League’s newly announced five-year strategic partnership with Microsoft is...

The Premier League has taken another technological leap with the introduction of the Premier League Companion, an AI-powered assistant designed to enhance the fan experience and elevate interaction with football content. At its core, this new feature leverages Microsoft Copilot, an advanced...

The Premier League has embarked on a transformative journey by partnering with Microsoft in a five-year strategic alliance aimed at revolutionizing fan engagement through artificial intelligence (AI). This collaboration designates Microsoft as the official cloud and AI partner for the league...

In a groundbreaking move to revolutionize fan engagement, the Premier League has entered into a five-year strategic partnership with Microsoft, announced on July 1, 2025. This collaboration designates Microsoft as the official cloud and AI partner for the league's digital platforms, aiming to...

The NFL Scouting Combine has always been a high-stakes event where the next generation of football talent is put to the ultimate test. This year, however, the excitement takes an innovative turn. The NFL Scouting Combine, presented by Microsoft Copilot, is gearing up to showcase a dynamic...

Fans of Coldplay, brace yourselves—you’re not just listening anymore; you’re creating. Thanks to a groundbreaking collaboration between the iconic band and Microsoft, fans can now co-author their own personalized slices of Coldplay’s universe. Powered by Microsoft's Azure AI services, Coldplay's...

I had the chance this weekend to personally walk through the garage before the race and see the use of Microsoft technologies helping speed up and improve the pre-race inspection of the cars. In addition, the use of new race management techniques built on Azure and Windows was truly inspiring...