American football’s NFL has expanded its technology partnership with Microsoft in a multi-year agreement, with the software giant’s AI products a key component of the renewal.
As the league’s sideline viewing partner, the tech firm will integrate its AI business solutions and cloud and AI platforms into game days, enabling coaches and players to access and analyze game insights and performance in real time.
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The NFL's Sideline Viewing System for every club has been upgraded with more than 2,500 Microsoft Surface Copilot+ PCs.
Coaches and players have access to a new feature built with GitHub Copilot to filter plays based on different criteria.
Microsoft’s Surface tablet has had an exclusive presence on NFL sidelines since 2013. The last extension between the two parties was signed in 2020.
The NFL and Microsoft are also working to use AI to support roles like game operations managers.
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By GlobalDataThis includes a Copilot-powered game day operations dashboard to track and categorize key game day incidents each year, such as weather delays or technical equipment issues, that can impact overall operations each week, to improve future decision making.
Gary Brantley, chief information officer of the NFL, said: “We are entering a new era of innovation at the NFL through our collaboration with Microsoft to deploy AI across key areas of the business.
“Enhancing the league is a responsibility we take seriously, and Microsoft has been a trusted sideline technology partner for over a decade. With Microsoft's AI technologies, including Copilot, there are tremendous opportunities to elevate the gameday experience for our clubs and deliver an even more compelling product to our fans.”
Separately, Microsoft is also integrating Azure AI video tools during individual clubs' practice sessions to aid in reviewing coaching, evaluations, and player injury assessments.
Bryson Gordon, Microsoft corporate vice president of global marketing, added: “The NFL and Microsoft partnership is entering a new era, and we're proud the league is once again putting its trust in Microsoft to bring AI to the NFL.
“Extending our work together is more than just a football story; it's a blueprint for transformation. Whether you're preparing for the championship or running a global enterprise, the principles are the same: insights matter, preparation is essential, and the ability to act quickly is critical.”
Some clubs, such as the Tampa Bay Buccaneers, are already using Copilot to help with marketing, promotion efforts, and fan engagement.
Microsoft’s initial five-year deal with the league was understood to be worth $400 million.
