NFL Partners with Microsoft to Enhance Game Day Experience with AI
The NFL and Microsoft have solidified their long-standing collaboration, announcing a multiyear partnership extension that emphasizes the integration of generative artificial intelligence into the league's operations.
On Wednesday, the two organizations revealed plans to deploy 2,500 Microsoft Surface Copilot+ devices across all 32 NFL teams. These AI-enhanced personal computers will be accessible to approximately 1,800 players and over 1,000 coaches and staff members. The devices serve as the league's sideline viewing system, providing real-time access to game day images and data.
What sets these AI PCs apart is their specialized neural processing unit (NPU), enabling local execution of AI tasks. This design allows for more efficient processing compared to traditional cloud-based systems. “There’s literally seconds in order to process information in between plays or in the coaches’ booth,” explains Aaron Amendolia, the NFL’s deputy chief information officer. “We can’t go back and forth to the cloud. We can’t wait 30 seconds for your prompt to return a result.”
The previous generation of tablets allowed access to plays and camera angles but often required manual calculations. With the new AI PCs, the NFL anticipates automating data flow, reducing manual toggling while integrating Excel and AI for calculations in the booth.
Technology has played a crucial role in enhancing both fan engagement and on-field performance throughout the NFL's history. Milestones include the first televised game in 1939 and the introduction of instant replay in 1986. More recently, analytics and machine learning from Amazon Web Services have been utilized to identify injury risks and inform rule changes.
While the NFL guides teams on technology solutions, it also allows clubs autonomy in their IT purchasing decisions. The league has become more proactive in establishing governance policies around cybersecurity, data standards, and privacy. However, certain technologies, like Surface tablets, are mandated for use across all teams.
“The clubs are not choosing that technology,” Amendolia states. “They’re giving input into how that ultimate experience is.”
The latest Microsoft hardware seamlessly integrates with the NFL’s existing ecosystem, which includes Microsoft 365, Teams, and a private 5G network developed with Verizon. Although sideline tablets utilize Azure’s cloud services, the NFL employs a multi-cloud strategy, collaborating with various vendors based on specific needs.
Generative AI represents a new technological layer building on previous investments in machine learning. One notable application is a multimodal generative AI search tool that streamlines asset retrieval for the sponsorship department, replacing an outdated meta-tagging system that was often unreliable.
This year, generative AI also made its debut on OnePass, the league’s mobile app for ticket management and event information. Amendolia notes that responses have become more conversational, enhancing user experience by providing natural language answers to fan inquiries.
“The idea is that our fans are going to start to have their experience personalized through AI,” he adds.
As the NFL continues to innovate with technology, this partnership with Microsoft marks a significant step toward enhancing both player performance and fan engagement on game day.
