Premier League Partners with Adobe and Microsoft for AI-Powered Fan Experience

Adobe and Microsoft have partnered with the English Premier League to offer AI-powered tools to fans, including Fantasy Premier League players. The partnership aims to enhance the fan experience and provide more engaging content for viewers.

Adobe and Microsoft have partnered with the English Premier League (EPL) to offer AI-powered tools designed to enhance the fan experience and provide more engaging content for viewers. The collaboration, announced earlier this month, focuses on integrating advanced AI technologies into the EPL's digital platforms, including the popular Fantasy Premier League.

The partnership involves a range of generative technologies, such as virtual assistants and AI agents, which allow fans to interact with real-time and historical match data. One of the key initiatives is the development of the Premier League Companion, an AI assistant that draws from over 30 seasons of statistics, 300,000 articles, and 9,000 videos to provide quick and intelligent answers to fan queries [1].

The AI assistant will initially support structured questions and will eventually be expanded to handle open-ended questions, text, and audio translation. This tool is available via the Premier League's official app and web platforms. Additionally, Microsoft's AI systems will power features in the Fantasy Premier League, offering tactical guidance and team management support to players.

Adobe's role in the partnership focuses on fan creativity, allowing Fantasy team managers to design custom kits and badges using AI tools. The company will also send personalized emails, such as performance updates, using its digital agents. These tools aim to make the Fantasy Premier League more engaging and interactive for fans.

The collaboration also seeks to streamline the EPL's internal operations. The league is shifting its core infrastructure to Microsoft Azure to increase efficiency across departments. Adobe will assist the league's marketing teams by personalizing outreach using AI models and tracking fan engagement with improved analytics powered by a dedicated agent.

The EPL's early results suggest that these digital upgrades are resonating with fans. The league has seen a 20 to 30 percent spike in digital platform engagement over the past three weeks, with over 1 million users signing up for the Fantasy Premier League within 24 hours of its launch on July 21, an increase from 700,000 during the same period last year [1].

This partnership is part of a broader trend in the sports industry, where AI is being used to enhance the fan experience. For instance, Spain's La Liga signed a similar deal with Microsoft earlier this year to deliver advanced match analytics, while Wimbledon partnered with IBM in June to launch an AI assistant for answering fan questions. The NFL also expanded its Adobe partnership in April to include AI-driven content creation [1].

References:
[1] https://observer.com/2025/07/english-premier-league-ai-fan-experiences/