Microsoft and NFL Extend Partnership to Drive AI Innovation in Football

Microsoft Copilot and Azure AI will fuel decision-making game day operations and front-office efficiency in a multi-year league-wide transformation.

A new chapter’s begun between the National Football League and Microsoft as the organizations announce a multiyear partnership extension to embed advanced AI—led by Microsoft Copilot and Azure—into every facet of America’s most-watched sport. This game-changing collaboration modernizes NFL sidelines, scouting, and business operations, delivering faster insights and deeper connections for clubs, coaches, players, and millions of fans.

Game Day Reimagined With AI

With more than 330 annual NFL events across 30 stadiums, Microsoft’s integrated AI and business solutions will power real-time analysis for game strategy and logistical precision on football’s biggest stages. Microsoft Surface Copilot+ PCs—now numbering over 2,500 across all teams—equip 1,800 players and more than 1,000 coaches and club staff with lightning-fast data and actionable intelligence every Sunday.

Gary Brantley, NFL Chief Information Officer, 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.”

Smarter Sidelines and Sharper Strategies

New enhancements to the NFL’s Sideline Viewing System include Copilot-powered dashboards and play filters, allowing coaches to sort plays by down, distance, scoring, and penalties—enabling rapid decisions on formations and coverages.

Sean McVay, Los Angeles Rams head coach, said, “Making sound decisions and putting players in the best spots on the field is a coach’s ultimate responsibility. Microsoft Copilot enhances our efficiency and accuracy by breaking down complex data into digestible insights that can be quickly communicated to our players and help them realize their highest potential.”

Microsoft 365 Copilot also helps club analysts identify in-game trends—such as snap counts or groupings—faster than ever before, supporting instant strategy tweaks.

Revolutionizing Operations, Scouting, and Safety

But AI’s impact runs deeper than game day. Microsoft and the NFL are piloting Copilot-powered dashboards for game operations management—tracking incidents like weather delays and equipment issues to improve future event planning. During practice and the NFL Scouting Combine, Microsoft Azure AI tools are used to assess player performance and injuries, with real-time insights on over 300 prospects at the 2025 Combine.

Individual teams can soon harness AI to improve everything from player scouting to salary cap management and business productivity. The Tampa Bay Buccaneers are already using Copilot to boost marketing and fan engagement, while the NFL Players Association relies on Microsoft AI for video review and player safety.

Bryson Gordon, Corporate Vice President, Global Marketing at Microsoft, said, “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.”

Empowered Teams, Enhanced Fan Experiences

As the NFL and Microsoft deepen their collaborative roots, the league stands poised to lead global sports in AI-powered progress—offering faster, smarter, and more immersive experiences for all.