What challenges did The Premier League face before AI implementation?

Legacy systems could not scale to combine diverse match data, videos, and articles into a real-time personalized app experience. The league needed to deepen fan engagement across a global audience.

What was the impact of the AI solution?

The article says the approach boosted fan engagement by 20%. It also states that 60 million fans had participated so far in the season.

Source

MicrosoftEvidence: Medium50/100

Premier League uses Microsoft Foundry and Azure Cosmos DB for personalized fan experiences

Use case typeCustomer personalizationUpdated Jun 13, 2026

The Premier League used Azure AI and cloud analytics to unify match data, videos, and articles into a more personalized fan experience. The Premier League Companion experience uses Microsoft Foundry and Azure Cosmos DB to turn large volumes of football content into stories tailored to fans' interests.

Organization: The Premier League
Industry: Other
Location: United Kingdom
Published: May 2026

Reported outcomes

+20%

quantified impactCustomer experience

Strategic outcomes

Customer experience & trustDelivered personalized fan experiencesNew product / capabilityBuilt real-time tailored content experience

Catalog median for customer experience deployments: +25% across 53 reported metrics. Compare benchmarks →

Why do we believe this?Outcome claims, sources, and evidence checks

Normalized claim

Quantified impact: 20% increase

Microsoft customer storyMay 14, 2026Customer storyInferred claimMedium evidence strength

The article says the approach boosted fan engagement by 20%.

Why do we believe this deployment?Customer identity, provider attribution, maturity, and source checks

Customer: The Premier League
Provider: Microsoft
Maturity: Unknown
Linked source: Microsoft customer story

No explicit deployment-stage evidence found.

Customer identity supportedSource describes one deploymentMaturity evidence evaluated

Primary read

Use case focus

Showing 3 of 4

1Personalization
2Content recommendation
3Fan engagement

Legacy systems could not scale to combine diverse match data, videos, and articles into a real-time personalized app experience.
The league needed to deepen fan engagement across a global audience.

The Premier League unified diverse datasets on Azure and used a multi-agent AI system powered by Microsoft Foundry to deliver real-time personalization.
Azure Cosmos DB supported the experience as a vector database, while Azure Data Factory helped with data integration.

Technologies

Azure AI Microsoft Foundry Azure OpenAI in Foundry Models Azure Cosmos DB Azure Data Factory

The article says the approach boosted fan engagement by 20%.
It also states that 60 million fans had participated so far in the season.

Architecture

Azure AI and cloud analytics unify match data, videos, and articles. The solution uses a multi-agent AI system powered by Microsoft Foundry and Azure Cosmos DB to support the Premier League Companion experience, with Azure Data Factory mentioned for hybrid data integration.

Sources & evidence1

Evidence: Medium50/100Evidence strength