• by Laurie Sullivan , Yesterday

Sports marketing has shifted from traditional one-way channels like TV ads and print to using AI and data that enables teams to connect directly with fans through authentic and tailored content.

The Tampa Bay Buccaneers, for example, used Microsoft Copilot to help with marketing, promotions, and fan engagement to honor the legacy of the team’s first division championship with the Creamsicle Game and Spirit of 1979 celebration. 

Microsoft Copilot helped the Buccaneers last year bring their vision to life by uncovering insights from the 1979 season. Marketers refined designs and crafted a gameday experience that resonated with today’s fans. The celebration took place last year.

Then on Wednesday, the National Football League and Microsoft announced the extension of its multiyear Copilot partnership to continue to support hundreds of millions of fans across 30 stadiums and more than 330 events yearly.

Microsoft Copilot and Azure AI are helping the NFL league and its teams improve sideline evaluation and workflows, scout new talent, and streamline operations that keep the stadiums running smoothly.

A new Microsoft GitHub Copilot feature enables coaches to filter plays for faster analysis. The two companies are collaborating to integrate AI into additional areas, including roles such as game operations managers.

Microsoft 365 Copilot-powered dashboard assists analysts to quickly identify actionable insights.

The NFL's Sideline Viewing System for every club has been upgraded with more than 2,500 Microsoft Surface Copilot+ PCs for the 22 clubs, roughly 1,800 players, and more than 1,000 coaches and club football staff with real-time game data and analysis tools.

The NFL can leverage Copilot for advertising and marketing on existing uses within the league and its clubs such as tailored content recommendations based on browsing habits, purchase history, social media interactions to understand fans. Based on that data it could make predictions or merchandise to fans.

Copilot can help the NFL define fan segments based on behavior and interests, allowing for highly targeted advertising that reaches the most receptive audiences. This can include generating relevant offers, changing headlines and creating lookalike audiences for better performance.

Accelerating content creation also is an option like generating quick post-game summaries, compiling highlight reels based on key moments, or managing social media updates.