The Premier League Companion represents the heart of a new era for football enthusiasts, revolutionizing the way millions of fans experience the English competition thanks to the integration of artificial intelligence and advanced cloud services.
Premier League Companion: a technological breakthrough for the tifosi
With the launch of the Premier League Companion on mobile platforms and official web, the Premier League introduces a tool that allows users to access detailed, historical, and real-time information on clubs, players, and iconic moments.
Using Microsoft Copilot and the support of Azure OpenAI Service, the application transforms the Premier archive into an always-accessible source of data, statistics, and multimedia content.
This journey marks the beginning of a five-year strategic partnership between the Premier League and Microsoft, which aims to redefine fan engagement and satisfaction worldwide.
The Companion draws from over 30 seasons of statistical data, 300,000 articles, and 9,000 videos, providing immediate answers to fans on past and present events.
The integration, through advanced models of Azure AI Foundry Services, allows for querying a true treasure trove of information: a valuable resource for both veterans and new enthusiasts of the Premier League.
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A striking example of the power of this innovation occurred in February 2025, when Everton player, Abdoulaye Doucoure, scored a lightning-fast goal against Leicester City after just 10.18 seconds.
This exploit represents the fastest goal of the 2024/25 season but not the absolute record in Premier League history: the record remains with Shane Long of Southampton, who scored a goal in just 7.69 seconds in 2019.
Now, thanks to the Companion, these curiosities and many other historical pieces of information are immediately accessible during matches, enriching the viewing experience with contextual data and fascinating details.
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The new platform does not just provide answers. It offers an engaging “second screen” experience, allowing fans to accompany the live broadcast of matches with curiosities, statistics, and relevant historical videos.
As a result, it bridges the gap between live enjoyment and in-depth analysis, making each matchday even richer and more dynamic.
Artificial intelligence and personalization: new frontiers for the Premier League
The heart of digital transformation lies in the use of intelligenza artificiale to enrich engagement and personalize the experience of every fan.
The Companion leverages architetture agentiche to constantly update from results, journalistic articles, and databases, developing conversazioni contestuali that also include videos and targeted recommendations.
Each interaction helps create a closer bond between the fan and the Premier League, regardless of the club affiliation.
For those who have been following the Premier League for years, the platform offers timely answers to the most specific questions: for example, “How many of the most spectacular goals ever?” or “How many relegations has my club suffered?”.
For younger or international fans, the storytelling of the players becomes an engine of engagement, suggesting athletes to follow and topics of interest according to nationality.
This approach aims to facilitate identification and passion towards one or more teams, thus expanding the fan base worldwide. The power of engagement of the Premier League knows no boundaries.
With an estimated audience of 1.8 billion people spread across 189 countries, the English league confirms itself as the main global football destination, capable of attracting an ever-growing audience also thanks to new digital solutions.
One-third of current fans have only approached the championship in recent years, a sign that digital innovation meets the needs of both established and emerging audiences.
The transfer of the Premier League’s historical archives to Azure allows not only accurate curation of the content but also better service to broadcaster and licensee partners worldwide.
The Chief Commercial Officer of the Premier League, Will Brass, emphasizes how the strategic value of this data is not only internal but involves the entire ecosystem affiliated with the league.
Microsoft thus establishes itself as a key infrastructural partner to support the growth and digital security of the entire organization.
An experience in continuous evolution
The roadmap of the new Premier League platforms includes constant improvements.
Among the future developments are increasingly precise natural language queries, translations and subtitles in multiple languages, audio synthesis of race weekends, and a broader integration with Fantasy Premier League games.
This evolution is based on active listening to the fans and a close synergy between technological advancement and audience needs.
According to Alexandra Willis, head of media and audience development for the Premier League, the ambition is clear.
It’s not about implementing individual innovations, but about ensuring that each product can grow as technology evolves and the benefits brought by Copilot and intelligent platforms become clear.
The Premier League wants to ensure that every user, wherever they are and whatever their fan history, finds value and sharing in the digital ecosystem created. The Premier League Companion inaugurates a new season of interaction between fans and competition, promoting a smart and rich access to everything that makes the Premier League unique.
As the 2025 football season kicks off, the experience offered promises to make every match more engaging and informed, benefiting both the clubs and the global community of supporters.
Staying updated on the upcoming digital innovations of the Premier League means getting ready to experience English football like never before.