At the IBC 2026 trade conference in Amsterdam, the English Premier League unveiled a new artificial intelligence initiative for its global fan base on 13 September 2026. Will Brass, Chief Commercial Officer of the league, presented the technical architecture behind the official Premier League Companion. The digital assistant was developed in close collaboration with technology partners Microsoft and MediaKind. The service runs on Microsoft Azure and Microsoft Copilot to deliver personalized content to supporters in real time.
The platform is designed to tailor media coverage directly to individual user preferences. The companion automatically curates personalized video feeds and generates dynamic match highlights based on selected fan interests. This setup allows viewers to access targeted footage of their favorite clubs and players without manual searching. Powered by Microsoft Copilot, the underlying technical infrastructure processes video and live data alongside ongoing match operations.
A major focus of the deployment is its deep integration into the official Fantasy Premier League game, widely known as FPL. According to league figures, the fantasy platform engages more than 30 million active players across the globe. For this extensive community, the AI companion acts as an interactive advisor for weekly squad management decisions. The Premier League has embedded the Copilot-driven assistant directly into the existing gaming application.
Within the fantasy environment, the AI agent performs comprehensive analytical tasks to assist with matchday planning. The model evaluates current team selections, contrasts them with opponent statistics, and incorporates live player form curves into its evaluations. Based on this multi-layered analysis, the tool generates individualized recommendations for strategic transfers and tactical lineups. Users receive tailored suggestions structured around the specific dynamics of their upcoming match fixtures.
The launch reflects a broader digital strategy outlined in the IBC 2026 conference report titled "Beyond the Live Event: AI-Powered Fan Engagement for Sports". The league's joint effort with MediaKind and Microsoft is designed to sustain fan engagement far beyond the traditional 90-minute broadcast window. By linking generative assistance, video personalization, and fantasy sports, the Premier League aims to solidify its global digital footprint.