sports technology

Currys’ decision to renew and deepen its technology partnership with Munster Rugby is more than a sponsorship line item — it’s a clear signal that consumer retail specialists are moving into the high-performance sports technology arena, supplying hardware and workflow tools that are now critical...

USA TODAY’s experiment — asking Microsoft Copilot to predict every NFL Week 12 game and publish a winner plus a precise final score for each matchup — landed more headlines than controversy: the chatbot finished Week 11 at 12–3, extended its season ledger into triple digits, and delivered...

Microsoft’s Copilot produced a wildly entertaining — and instructive — first-round mock of the 2026 NFL Draft after Week 1, exposing both the speed and the limits of conversational AI when it tries to translate fuzzy, fast-moving sports data into roster decisions. Background USA TODAY’s...

The Los Angeles Rams’ 14–9 win over the Houston Texans was notable not just for a late-game stop and Matthew Stafford’s quiet climb into the 60,000-career-passing-yards club, but for the way Sean McVay’s embrace of sideline technology framed the narrative: a coach openly betting on advanced...

The NFL’s decision to deploy Microsoft Copilot across every club sideline this season marks one of the clearest inflection points yet in the marriage of professional sports and artificial intelligence, trading manual film-scrubbing and static stat sheets for AI-assisted filters, Excel-powered...

Microsoft and the NFL have moved from a decade‑long hardware sponsorship to an explicit, AI‑first operational partnership that will put Microsoft Copilot and Azure AI into coaches’ hands, scouting workflows, stadium operations, and club business systems across all 32 teams. Background and...

Microsoft’s Copilot is moving from meeting rooms to locker rooms, as a renewed NFL partnership elevates Windows-powered tools from simple sideline devices to full-blown, AI-augmented decision systems that promise faster insights, richer scouting, and—most provocatively—assistive playcalling...

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...

Microsoft’s expanded partnership with the National Football League brings Microsoft Copilot, Azure AI, and more than 2,500 Surface Copilot+ devices to the sideline — a move that aims to put real-time game analytics, faster scouting, and workflow automation directly into the hands of coaches...

Microsoft has officially moved Copilot from a marketing talking point into the operational fabric of professional football: a multiyear extension with the NFL announced on August 20, 2025 upgrades the league’s Sideline Viewing System with Copilot‑enabled Surface Copilot+ devices, embeds Azure AI...

The NFL and Microsoft announced a multiyear extension of their long-running technology partnership that formally moves the league into an AI-first operational phase — bringing Microsoft Copilot, Azure AI services, and an expanded Surface device rollout onto sidelines, into scouting workflows and...

The NFL’s long-running technology relationship with Microsoft has officially entered an AI-first phase: a multiyear extension announced in August upgrades the league’s Sideline Viewing System with Copilot-powered tools, expands Azure AI into scouting and operations, and promises richer...

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...

Microsoft’s expanded deal with the NFL is not a simple renewal — it’s an explicit push to fold generative AI and cloud-first tools deeper into the game-day workflow, from the sideline to scouting rooms and front-office operations. Background The partnership between Microsoft and the NFL dates...

The NFL and Microsoft have quietly but decisively upgraded a long-standing relationship, shifting the league’s sideline tools from digital scoreboards and static playbooks to AI-assisted decision support — a multiyear extension that folds Microsoft’s Copilot and Azure AI capabilities into...

The English Premier League has embarked on a significant digital transformation by partnering with Adobe, aiming to revolutionize fan engagement through personalized, AI-driven content. This multi-year collaboration designates Adobe as the league's official digital fan experience and creativity...

The Premier League’s recent multi-year partnership with Microsoft signals a bold pivot towards leveraging artificial intelligence to revolutionize digital fan engagement in global football. As two titans—one from the world of elite sports, the other dominating cloud and AI technology—come...

Cutting-edge performance tracking is rapidly transforming elite sports, and recent advances in motion capture technology have invited fresh comparisons between digital and manual assessment methods. At the heart of this evolution is Microsoft’s Azure Kinect, a state-of-the-art sensor system...

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 and Microsoft have announced a groundbreaking five-year strategic partnership aimed at revolutionizing the digital experience for football fans worldwide. This collaboration seeks to engage 1.8 billion fans across 189 countries by integrating advanced artificial intelligence...