- NFL and Microsoft extend partnership to integrate AI technologies like Copilot and Azure AI across all 32 teams, enhancing game-day decisions, scouting, and operations
- Over 2,500 Surface Copilot+ PCs deployed to upgrade sideline systems, enabling coaches and players to analyze plays and strategies in real time using AI-powered tools
- AI expands beyond the field, supporting game operations, player evaluations, and front-office functions, with clubs already using Copilot for marketing, scouting, and fan engagement
- Microsoft stock (NASDAQ:MSFT) opened trading at US$509.87
The National Football League (NFL) and Microsoft (NASDAQ:MSFT) announced a multiyear extension of their partnership, marking a significant leap forward in the integration of artificial intelligence across the league. The collaboration aims to revolutionize how teams operate both on and off the field, leveraging cutting-edge technologies like Microsoft Copilot and Azure AI to enhance game-day decisions, streamline operations, and improve player evaluation.
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With 30 stadiums hosting over 330 events annually and hundreds of millions of fans worldwide, the NFL is one of the most watched sports leagues globally. The expanded partnership will embed Microsoft’s AI-powered business solutions and cloud platforms into every facet of the league’s operations—from sideline strategy to front-office management.
AI-powered sideline innovation
A major highlight of the partnership is the upgrade of the NFL’s Sideline Viewing System. More than 2,500 Microsoft Surface Copilot+ PCs have been deployed across all 32 clubs, empowering approximately 1,800 players and over 1,000 coaches and staff with real-time data and analysis tools. A new feature built with GitHub Copilot allows users to filter plays by down, distance, scoring, and penalties—enabling faster, more strategic decision-making.
A Microsoft 365 Copilot-powered dashboard is also now available to club analysts in coaching booths, helping them identify actionable insights such as personnel groupings and snap counts to influence game strategy in real time.
“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,” Gary Brantley, CIO of the NFL said in a news release. “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.”
AI beyond the field
The partnership is also out to extend AI capabilities beyond the sidelines. A Copilot-powered game day operations dashboard is in development to help game operations managers track and categorize incidents like weather delays and technical issues, improving future decision-making and operational efficiency.
Microsoft Azure AI video tools are being integrated into practice sessions to assist with coaching evaluations and injury assessments. During the 2025 NFL Scouting Combine, a new Azure AI Foundry-powered app provided coaches and scouts with intelligent, real-time insights on over 300 prospects.
Transforming club operations and fan engagement
Looking ahead, individual clubs will be able to apply AI across a range of scenarios—from analyzing draft prospects outside the Combine to optimizing business operations in finance, HR, and events. AI agents will support workstreams such as player scouting and salary cap management.
Some clubs, including the Tampa Bay Buccaneers, are already using Copilot to enhance marketing and fan engagement. The NFL Players Association is also leveraging Microsoft AI solutions to improve video review processes, working to boost both staff efficiency and player safety.
A vision to the future
“Extending our work together is more than just a football story, it’s a blueprint for transformation,” Microsoft’s corporate vice president, global marketing, Bryson Gordon, added. “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.”
About Microsoft
Microsoft Corp. develops and supports software, services, devices and solutions. The company’s segments include productivity and business processes, intelligent cloud and more personal computing.
Microsoft stock (NASDAQ:MSFT) opened trading at US$509.87 and has risen 20.10 per cent since the beginning of the year.
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