How Premier League Scaled Data-Driven Fan Engagement with Microsoft Fabric and Azure
In this Microsoft Ignite 2025 session, Microsoft Events showcases how Premier League leaders, alongside Microsoft, built a real-time, AI-driven fan engagement platform leveraging Microsoft Fabric, Azure, and advanced data strategies.
Premier League’s Data-Driven Fan Engagement at Scale
In this session from Microsoft Ignite 2025, Microsoft and Premier League technologists discuss how they collaborated to transform extensive match data, editorial content, and video archives into a dynamic, personalized fan experience.
Key Topics Covered
- Partnership Announcement: Insights into the Microsoft–Premier League partnership launching innovative data engagement.
- Growth Outlook: Coverage of US Soccer's expansion and preparation for the 2026 World Cup.
- Technological Challenges: Discussion on balancing rapid progress in AI with maintaining the integrity of the sport.
- Companion App Technical Overview:
- Built on Microsoft Azure leveraging multiple AI tools
- Real-time ingestion of editorial, video, and sports data (integrating sources like Opta)
- Personalization:
- Leveraging data to tailor experiences by country, club, and user behavior
- Understanding and modeling unique fan personas
- Scalable Architecture:
- API-first, containerized cloud architecture for dynamic scaling
- Low-latency delivery of match updates and editorial content
- Deep dive into data ingestion patterns for real-time events
Actionable Lessons for Practitioners
- Strategies for unifying disparate data sources into a single platform using Microsoft Fabric
- Orchestrating AI-powered analytics for personalized content
- Architecting API-driven, scalable services with Azure containers
- Designing real-time data ingestion for global and interactive experiences
Additional Resources
Speakers:
- Darren Hardman
- Simon Brown
- Pedro Gomes
- Akash Jain
Session Info: BRK227 | Intermediate (200) | Track: Unify your data platform, Microsoft Fabric Breakout