At IBC2025, Simon Crownshaw, Worldwide Strategy Director Media & Entertainment at Microsoft, and Alexandra Willis, Director of Digital Media and Audience Development at Premier League, uncover how Microsoft and the Premier League are going beyond the game with the Premier League Companion app, powered by Microsoft Copilot, to deliver a tailored and engaging experience for football fans around the world.
The session revolved around the collaboration between Microsoft and the Premier League to create a personalised fan experience through advanced technology. Simon Crownshaw, from Microsoft, highlighted the significance of personalising content for the global fan base using AI and their technology stack.
You are not signed in
Only registered users can read the rest of this article.
IBC2026 Live Blog: Catch up with all the best innovations
Welcome to the IBC2026 Live Blog, getting under the skin of the global media and entertainment industry's biggest and best trade show.
.jpg){kind=tracking}
FAST is the next frontier of creator domination
The creator economy is no longer a sideshow in Free Ad-Supported Streaming TV (FAST) but a core channel segment with platforms actively competing for content.
Global student On Air project is already igniting careers
On Air, the global student‑run broadcast initiative, is scaling up in its second year.
.jpg)
CTO’s lean on AI to reshape business strategy
Senior leaders from Australia’s ABC and Olympic Broadcasting Services (OBS) outlined how AI is reshaping every editorial and operational workflows while insisting that human judgement remains central.
.jpg)
The pull era: Why media survival hinges on the phone-centric consumer
To survive, this industry has to redefine broadcast and put its consumer at the centre of every decision it makes. They are no longer either a TV viewer, or a mobile user, they are both at once, according to Evan Shapiro, delivering a rapid-fire talent programme keynote on the Future Tech Ignite stage in hall 14.
.jpg)
