Microsoft and NFL extend partnership, bringing AI and cloud tools to football sidelines and beyond

Geek Wire

10 hours ago

Microsoft Surface tablets have been a regular feature on NFL sidelines for more than 10 years. (Microsoft Photo)
Microsoft is extending its longtime partnership with the National Football League, integrating AI and cloud tools into assorted workflows from the sidelines to front offices to stadium operations.
The multiyear extension, announced Wednesday morning, will lean on technologies including Microsoft Copilot and Azure AI to usher in a 'new era of AI innovation across the league,' Microsoft said in a news release.
The NFL and the tech giant first partnered in 2013 in a reported 5-year, $400 million deal, back when Microsoft wanted to showcase how Xbox could be used to watch live games and access fantasy football stats. Eventually, after a rocky sideline start, Microsoft's Surface tablet became the centerpiece, and it changed the game forever.
In 2020, Microsoft and the league extended the deal, adding Microsoft's Teams collaboration tool to the mix for both teams and NFL staff.
Now, the NFL's Sideline Viewing System — with real-time game data and analysis tools — has been upgraded with more than 2,500 Microsoft SurfaceCopilot+ PCs for 32 clubs, roughly 1,800 players, and more than 1,000 coaches and club football staff.
Tech upgrades include:
A new feature built with GitHub Copilot allows coaches and players to filter plays based on criteria such as down and distance, scoring plays, and penalties so they can analyze formations, decipher coverages, and make more data-driven and strategic decisions.
A Microsoft 365 Copilot-powered dashboard helps club analysts in the coaching booth identify actionable insights faster to influence game strategies — such as personnel groupings and snap counts.
Beyond the sidelines, AI could support roles like game operations managers with a Copilot-powered game day operations dashboard to better anticipate and plan such things as weather delays or technical equipment issues.
Microsoft is also working to infuse Azure AI video tools during practice sessions to aid in reviewing coaching, evaluations and player injury assessments.
The Sideline Communications Center at Lumen Field in Seattle, which houses Microsoft Surface tablets used by Seahawks players and coaches on the sideline. (GeekWire File Photo / Taylor Soper)
'Making sound decisions and putting players in the best spots on the field is a coach's ultimate responsibility,' said Sean McVay, Los Angeles Rams head coach, in a statement. '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.'
Earlier this year, Microsoft rolled out a new AI assistant within its NFL Combine App used by coaches and scouts. The assistant, powered by Copilot, lets scouts ask questions and instantly get responses about player statistics from the NFL Combine, the week-long event that lets teams evaluate college football players ahead of the NFL Draft.
Beyond the NFL, Microsoft also works with other sports leagues including the NBA and LALIGA.
The NFL, meanwhile, has key tech partnerships with Amazon across live game streaming and cloud-fueled 'Next-Gen Stats.'