Microsoft Will Power Premier League’s AI Tools in Branding Push

Microsoft Corp. has signed a cloud computing deal with the Premier League, a pact that will let the software company tout its AI technology to a captive audience of sports fans.

A five-year “strategic partnership” will see the UK soccer league, the world’s most watched, migrate its “core technology infrastructure” to Microsoft’s Azure cloud-computing service, the company and league said in a statement on Tuesday. The Premier League’s mobile apps and website will feature an artificially intelligent chatbot powered by Microsoft’s AI services, as will the league’s fantasy games.

“This is the future of football,” Microsoft UK chief Darren ...