NHL Names Amazon Web Services As The Official Cloud And AI Provider

Amazon Web Services has entered into an agreement with the National Hockey League (NHL) to become the Official Cloud, Artificial Intelligence, and Machine Learning Infrastructure Provider of the NHL.


By tapping into the breadth and depth of AWS services, the NHL will be able to automate video processing and content delivery in the cloud and leverage its Puck and Player Tracking (PPT) System, which runs on AWS cloud infrastructure, to better capture the details of game play for its fans, teams, and media partners.

The NHL will also build an enterprise video platform on AWS to aggregate video, data, and related applications into one central repository that will enable easier search and retrieval of archival video footage, give broadcasters instant access to NHL content for syndication and licensing, and facilitate the creation and delivery of new in-game analyses, predictions, and video highlights to enhance mobile, online, and broadcast experiences.

The NHL will work with the Amazon Machine Learning Solutions Lab to apply AWS’s deep portfolio of machine learning services to game video and official NHL data – including data from the NHL’s new Puck and Player Tracking (PPT) System and from the NHL’s Hockey Information & Tracking System (HITS) real-time stats – to develop and share advanced game analytics and metrics that take fans deeper into the game. In addition, the NHL intends to use AWS Elemental Media Services to develop and manage a cloud-based HD and 4K video content delivery system that will provide a complete view of the game to NHL officials, coaches, players, and fans. Powered by AWS, the system will encode, process, store, and transmit game footage from a series of new camera angles to provide continuous video feeds that capture plays and events outside the field of view of traditional broadcast cameras.

In addition, by leveraging AWS analytics services including Amazon Kinesis (AWS’s service for easily collecting, processing, and analyzing video and data streams in real time) and machine learning services such as Amazon SageMaker (AWS’s service that enables data scientists and developers to build, train, and deploy machine learning models quickly), the NHL will be able to audit its feeds to broadcast partners in real time. This capability will enable the NHL to create a smart monitoring system that detects and automatically fixes potential feed issues, offering fans a seamless in-game experience across viewing platforms.

“AWS’s state-of-the-art technology and services will provide us with capabilities to deliver analytics and insights that highlight the speed and skill of our game to drive deeper fan engagement,” said NHL Commissioner Gary Bettman. “AWS is unmatched in the portfolio of cloud services that it delivers, including computer vision and machine learning, and we intend to leverage them across the board to provide advanced analysis to our teams, officials, and media partners faster than ever before. We’re thrilled to have AWS join the NHL’s family of blue-chip technology partners as we continue our focus on innovation and building the most advanced technology solutions in sports.”

“AWS is working with the world’s most renowned sports leagues to better understand their data and innovate upon it using our deep portfolio of machine learning services,” said Andy Jassy, CEO of Amazon Web Services, Inc.

“With this agreement, AWS will provide our industry-leading cloud technology to the NHL, becoming a foundational partner in delivering NHL performance analytics and collaborating to enhance the way people experience hockey by providing more engaging content and greater insights to fans. AWS’s breadth and depth of services, our proven experience in sports analytics, and our relentless focus on innovation give the NHL the ability to bring an entirely new perspective and layer of fan involvement to the game of hockey.”

Manchester City Installs ‘Supersized LED’ To Drive Media Value

Manchester City has begun installation of its new ‘Supersized LED’ – a two-tier digital display system around the perimeter of the Etihad Stadium pitch that will revolutionise the way matchday content is showcased.

“The addition of a second row LED system at the Etihad Stadium would provide club partners with the best opportunity to drive media value from this asset than any other Premier League club.” Nielsen Sports

The custom-built, versatile new system offers three key features:

  • The two tiers of screens can synchronise to act as one supersized pitchside presence
  • Content can be mirrored across the two tiers to deliver twice the exposure of a traditional LED system
  • Multiple aspects of the same campaign can be displayed across the two levels with options for different messages or languages
  • These features will allow greater design scope for Club partners looking to showcase their brands and create maximum impact with the global TV audience, as well as for the Club’s in-match messages to fans around the world.

The advanced high-definition screens will provide unrivalled picture quality with brighter, more vibrant colours that can display exciting animations and designs. The quality of the screens means that even when captured as a still image or super slo-mo footage, the pitchside content will maintain its sharp, clear image.

Manchester City is also installing the latest technology in control systems with smart features that will enable content to be adapted depending on the camera angle and weather conditions. The new LED displays are being provided by new Club partner, Unilumin, a world leader in LED display solutions.

The new system will be operational towards the end of the 2020/21 season.

Peter Laundy, VP Director of Partnership Marketing & Creative at City Football Group, commented: “Premium pitchside media remains one of football’s most valued marketing assets. Our bespoke ‘Supersized LED’ system will provide an exciting new platform to engage with our fans, as well as drive ever greater value for our partners through the highest impact pitchside brand moments in the Premier League.

“This announcement represents yet another innovation milestone for Manchester City and demonstrates continued investment into the infrastructure of the Etihad Stadium.”

Gary Dixon, Head of Business Unit Marketing Teamsport at PUMA, commented: “For PUMA, pitchside media space is a hugely powerful tool for communicating our brand and products to football fans around the world. The versatility and capability of Manchester City’s new ‘Supersized LED’ will transform the way we approach our creative design and take our matchday content to a new level, whilst achieving an unrivalled commercial value for our brand.”

Burnley FC Integrates Women’s Team To Boost Women’s Football

Burnley Football Club has announced that Burnley F.C. Women and its operations will be fully integrated into the football club, as part of a long-term strategy to boost women’s football.

The entire Burnley F.C. Women operation will be integrated into the club with immediate effect, during the current temporary suspension of the 2020/21 leagues due to Covid-19.

The move is the first step towards the long-term aim of making Burnley F.C. Women a fully professional team. Burnley F.C. Women and the wider youth operations will come under football club operations, with the aim of increasing the team’s presence, infrastructure, and investment.

The day-to-day running of Burnley F.C. Women will move away from Burnley F.C. in the Community and become its own entity, operated as part of the club. Major investment, including the creation of a Women’s Academy, is planned to move the women’s team to the next level, following unprecedented back-to-back promotions into the FA Women’s National League Northern Premier Division; the third tier of women’s football.

The team will, in future, share the club’s Barnfield Training Centre facilities with their male counterparts and will seek new partners on an international scale, with the aim of improving every level of Burnley F.C. Women and its wider operations.

Plans for a Women’s Academy seek to provide a professional environment for young female players and establish Burnley as a hotbed for future talent in the women’s game.

Alan Pace, Chairman of Burnley F.C. said: “The 2019 FIFA Women’s World Cup was arguably a turning point for the women’s game, attracting new fans and inspiring men and women all over the world to see football in a new light. The global pandemic has since had a huge impact on women’s football, but I believe it has a major role to play in the sport’s future growth, bringing in new audiences and demographics.

“Burnley F.C. is an inclusive club for all and today’s announcement signals our intent to put women’s football at the very heart of it. Over the coming seasons we will fully support and invest in our new women’s football strategy, with the ambition to gain promotion to the FA Women’s Championship within four years and ultimately become a full-time professional outfit.”

Neil Hart, CEO of Burnley FC said: “I would like to personally thank Burnley F.C. in the Community for all their hard work so far. I see this as a huge opportunity to move BFC Women forward and we will be supporting women’s manager Matt Bee and the players to do this. I am looking forward to rekindling my involvement with BFC Women and their full integration into the day to day operations of Burnley F.C.”.

Matt Bee, Manager of Burnley F.C. Women said: “Today’s announcement is exciting for all aspirational young footballers in Burnley, with the club demonstrating real ambition within the women’s game and a commitment to invest in infrastructure and development over the coming seasons. This is an exciting time for Burnley F.C. Women, and I can’t wait to work closely with Alan Pace, the ALK Capital team and Neil Hart to once again build on the fantastic success we’ve had in recent seasons when football can fully resume.”

UEFA EURO 2020 Signs TikTok As Global Sponsor

Short-form mobile video app TikTok has been announced as a Global Sponsor of UEFA EURO 2020.

This is the first time a digital entertainment platform has sponsored a major international tournament for UEFA and represents an exciting step for both TikTok and UEFA, bringing a new kind of partner to UEFA EURO 2020.

Through its partnership with UEFA, TikTok is looking to cement its reputation as the home for football fans to share their passion for the game. As an official partner, TikTok will provide a place where fans can follow their favourite football content creators, share the best TikTok football content, and create their own special moments, reactions and celebrations around the tournament.

As a Global Sponsor, TikTok will work with UEFA to launch a range of exciting features including AR effects, Hashtag Challenges, TikTok LIVEs and Sounds, in order to bring surprise and joy to its community. UEFA will also give TikTok access to its huge library of historic assets to develop highly engaging and innovative content.

Alongside the partnership, UEFA EURO 2020 will launch an official TikTok account prior to the tournament with a mission to inspire and entertain millions of football fans worldwide with exclusive behind-the-scenes content as well as current and archival footage. 

The partnership also includes broadcast sponsorship rights, giving TikTok brand exposure around UEFA EURO 2020 live match programmes across all European broadcast channels.

Guy-Laurent Epstein, marketing director of UEFA said: “We are delighted to welcome TikTok as a UEFA EURO partner, a company that has become one of the most talked about digital entertainment platforms within the last year. Over the coming months, we are really looking forward to working closely with TikTok in order to provide fans globally, with a unique and innovative UEFA EURO experience, which will give them the opportunity to connect and share their passion around one of the world’s premier sporting events.”

Rich Waterworth, General Manager UK & EU at TikTok said: “TikTok is fast becoming a place where people can enjoy a new type of experience for the beautiful game, as more and more football organisations, teams and players jump on our platform to engage directly with fans. We’re delighted to be partnering with UEFA EURO 2020, one of the world’s biggest sporting events, bringing the spirit and passion of this tournament to its fans on TikTok. Our community loves to celebrate sport in creative ways, and I can’t wait to see how they engage with all the unmissable content we expect for the UEFA EURO 2020.”

Sheffield United Partners New Era To Launch Headwear

Sheffield United have partnered with iconic sports and lifestyle brand New Era to launch a bespoke selection of headwear for Blades fans to wear with pride.

Launched in America back in 1920, the brand have become the market leader in sports headwear for teams across the NFL, NBA and are now progressing their partnerships across the Premier League.

The range will see a selection of caps and knits that feature New Era’s iconic 9FORTY and 9FIFTY fits, the colourways incorporate traditional Club tones, plus nods to iconic strips. The drop is exclusive to SUFC Direct – The Official Online Shop of Sheffield United Football Club

Speaking of the new partnership, Head of Commercial Paul Reeves said “To work with a popular brand such as New Era is another positive step forward for our retail operation, we have worked hard over the last 18 months to develop our retail offer and bring new ranges and fashion that can be worn with pride both inside and outside of Bramall Lane. This is the first of an exclusive headwear selection and we look forward to seeing future collaborations in store”.

Discovery And Snap Collaborate For Content To Attract Gen-Z

Discovery and Snap have announced a new content and advertising partnership around the world’s greatest sporting event to bring the Olympic Games to a new generation of fans.

The collaboration will showcase the best of discovery+ and Eurosport’s Olympic Games content and coverage, shared through a new Eurosport Olympics daily Show on Snapchat’s Discover platform.

As Home of the Olympics in Europe, discovery+ and Eurosport’s award-winning sports coverage, exclusively featuring every minute of the Games, will extend its Games-time storytelling to reach Snapchatters throughout the continent.* Spanning this summer’s Olympic Games Tokyo 2020 and Olympic Winter Games Beijing 2022 now less than 6 months apart, the partnership will seek to grow and sustain engagement throughout the Olympic calendar, as well as introduce new audiences to discovery+ and Eurosport’s innovative sports content.

Snapchatters will be brought closer to both Games and every story that matters through a dedicated Show created by Eurosport on Snapchat Discover. The content is set to include:

Two daily episodes every day during the Olympic Games available to Snapchatters in Europe featuring highlights of the biggest and best moments.

In France, Germany, Italy, Spain and the U.K., two daily, local language episodes every day of the Olympic Games in French***, German, Italian, Spanish and English, featuring the top moments and highlights of the respective national teams and athletes.


‘Road to Tokyo’ and ‘Road to Beijing’ content in the run up to the start of each Games, following teams and athletes from around the world.
Content created by athletes and influencers, combined with Discovery’s focus on the most relevant local stories and national heroes.

For brands, the collaboration offers a unique opportunity to leverage the world’s greatest global event to engage a younger generation who will experience the Olympics through a fresh mobile-first experience. Discovery and Snap have created tailored marketing solutions for brands to make this a reality.

Andrew Georgiou, President, Eurosport and Global Sports Rights and Sports Marketing Solutions, said: “It can be argued the world has never needed an Olympic Games more than it does at this time, bringing a rare moment of global togetherness that will be uniquely relevant and inspiring for every generation. In addition to introducing our sports streaming content to a broad audience through discovery+, collaborating with Snap to bring Eurosport’s content to younger generations provides the ideal opportunity to tell the stories that really matter, both on and off the field, and will bring the Games experience to life.

“As the only place in Europe to experience every minute of the Games, our extensive coverage, digital-first storytelling and expert analysis will be available to audiences however and whenever they choose. Discovery is focused on taking the biggest and most diverse audience with us on the Olympic Games journey and Snap will play a significant role in helping to achieve that ambition.”

Ben Schwerin, SVP of Content and Partnerships at Snap said: “We’re thrilled to expand our partnership with Discovery as we head towards the next two Olympic Games in Tokyo and Beijing.

“Sport has an amazing way of connecting us, so we’re grateful to be able to showcase such inspiring content to our community on Snapchat, bringing them to the heart of the Games from the comfort of their phone.”

Australian National Basketball League Renews Data Deal With Genius Sports

Genius Sports Group, a global leader in digital sports content, has renewed its long-term data technology partnership with Australia’s Hungry Jack’s National Basketball League (NBL).

Genius Sports Group has worked closely with the NBL since 2015 to develop one of the most advanced digital ecosystems in the world of basketball. During this period, the NBL has become globally recognized as one of the world’s premier basketball leagues outside of the NBA.

The NBL has enjoyed record-breaking attendances, broadcast and global digital audience growth over the past five years. It has also become a legitimate pathway to the NBA through its innovative Next Stars program, which has produced players like LaMelo Ball, the number three pick in last year’s NBA Draft.

This long-term partnership renewal will see live team and player statistics captured by FIBA LiveStats, a premier live data collection tool in professional basketball, continue to power the NBL’s official website, live broadcasts, fantasy product and global fan engagement strategy.

FIBA Organizer, developed as part of a more than 15-year partnership between Genius Sports Group and FIBA, the world governing body, will continue to digitally manage and automate the running of each NBL season.

NBL Chief Commercial Officer Brad Joyner said: “We’re delighted to extend our partnership with Genius Sports Group who have been a great partner of the NBL over many years. The NBL continues to expand its digital footprint across the world and this has been one of the fastest growing parts of our business as a global league.”

Thomas Klingebiel, Commercial Director, APAC of Genius Sports Group, said: “With their 2021 season underway and burgeoning reputation as a pathway to the NBA, we’re thrilled to extend our data partnership with the NBL.

“We believe NBL’s commitment to putting official data at the heart of their entire digital offering has been crucial to their rapid growth in recent years, setting a precedent for basketball leagues and federations worldwide.”

NHL Takes 43,000 Shares As Part Of PointsBet Partnership

PointsBet, a premier global sportsbook operator, and the National Hockey League (NHL) have announced a new multiyear strategic partnership, naming PointsBet an Official Sports Betting Partner of the NHL.

Under the deal, the NHL will receive roughly 43,000 PointsBet shares, worth $531,000 right now, to be paid out in bunches over the next three years, according to a filing with the Australian Securities Exchange.

“As the sports betting landscape evolves at a rapid pace, we continue to develop unique, strategic alliances within the sports gaming industry,” said Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President.

“Our partnership with PointsBet brings to life our collaboration with our valued media partners and we look forward to enhancing our fan engagement opportunities in concert with both PointsBet and NBC. We are proud to welcome PointsBet to the NHL family.”

“PointsBet is thrilled to become an official sports betting partner of the National Hockey League,” commented Johnny Aitken, CEO of PointsBet USA. “The NHL’s on-ice product provides fans with captivating, nonstop action – it is a privilege to join forces with the NHL and its forward-thinking team, complementing that action with PointsBet’s sports betting product, the fastest sports betting app in market. We are excited to further elevate fan engagement via offering the most markets in the world for each NHL game, including our exclusive PointsBetting product, and enhance TV and digital integrations with mutual partners like NBC Sports.”

The long-term agreement between PointsBet and the NHL spans across both the United States and Australia. As part of the partnership, PointsBet receives rights to use NHL marks and logos, as well as a variety of NHL sponsorship and promotional opportunities for its brand across various linear, digital, and social media assets.

Notably, the deal also provides PointsBet the ability to integrate the sportsbook operator’s content into live NHL game broadcasts across NHL media partners, including NBC Sports, NBC Sports Regional Networks, Altitude TV, and other potential future linear alignments. PointsBet, NBC Sports and the NHL have already begun installing such integrations for the 2020-21 NHL season, including the incorporation of PointsBet odds, data, and insight to complement the pregame, in-game, and postgame broadcasts.

Fnatic Appoints Patrick Foster As Chief Financial Officer

Fnatic, a leading London-based esports organisation has announced appointment of its first Chief Financial Officer, Patrick Foster, to help drive Fnatic through its next phase of growth.

His hiring capitalises on the momentum from the record-breaking crowdfunding campaign Fnatic carried out in Q4 2020. Fnatic has also brought on Georgina Workman as its new Head of Production to support all creative aspects across the business. These impressive additions bolster Fnatic’s dynamic finance and creative teams, while further securing its leadership position in the world of esports.

“As a leader in esports performance, we are constantly working towards a more diverse and inclusive future,” said Brad Richards, People & Culture Director of Fnatic. “We are always on the lookout for top talent and welcome applicants from all backgrounds as we continue to grow our business in 2021 and beyond.”

As the CFO, Patrick will manage the financial operations of Fnatic, ensuring the company is well placed to emerge as the definitive brand of esports performance with strategic growth in new global markets. With his decades of success and experience in scaling technology-led businesses at a global level, Patrick will play an integral role in Fnatic’s rapid growth trajectory. He joins from Getaround, the global leading car sharing platform, after their acquisition in 2019 for $300m of Drivy where Patrick served 6 years as CFO and COO. In his latest role Patrick was overseeing European Markets, operations and business development Teams.

Georgina brings broad expertise and award-winning creativity that will support Fnatic’s overarching performance narrative. As the Head of Production, Georgina will lead Fnatic Studios, an internal production studio, and manage the execution of highly engaging campaigns through content development with like-minded talent collaborators.

Under her direction, Fnatic will set out to launch the next generation of apparel and esports equipment offerings to millions of fans, with insight, innovation and creativity at its core. Prior to joining Fnatic, Georgina was the Head of Production at retail marketplace, Appear Here, where she was responsible for scaling production at a global level, managing distribution platforms and developing new content.

“Through each new hire, we ensure a disruptive mindset and fresh perspective is brought to the table to further amplify our brand story,” continued Richards. “We are thrilled to welcome both Patrick and Georgina to Fnatic and know that their expertise will contribute greatly to the company.”

Fulham Football Club Signs CAE Technology Solutions As Official Partner Until 2023

Fulham Football Club have signed CAE Technology Solutions (CAE) as Official Partner for the next three seasons, until the end of the 2022-2023 campaign.

CAE is a leading IT infrastructure solutions provider with a purpose of transforming people’s experiences, attitudes and lives through technology. By having a unique approach, based on understanding and promoting a combination of amazing technology and dedicated people, every opportunity is explored to bring the most suitable and innovative technological solutions.

Bringing together solutions encompassing Network, Datacentre, Workforce and Security, CAE is able to work with both private and public sector organisations across the globe so that organisations can be connected, have better opportunities and deliver better outcomes.

During the term of the partnership, CAE will be assisting the Club in targeted investments like the design and deployment of the network, Wi-Fi and IT infrastructure for Fulham Pier whilst also focusing on cost optimisation on day-to-day IT needs.

The Club’s IT supply will be consolidated into a single point of contact to assist with overall business requirements.

CAE will, in return, receive brand exposure, access to Fulham FC’s Business Club as well as the opportunity for staff and clients to watch games live at Craven Cottage. Future rights will involve a product showcase around the opening of the new Riverside Stand and Fulham Pier.

Justin Harling, Chief Executive Officer of CAE, said: “Our organisations share a passion for results, for making a global impact and for developing talent that promises a long and successful future. Fulham have demonstrated dedication on and off the pitch can inspire the club to greater heights and give the fans a remarkable experience of top-class football. We are committed to supporting Fulham in cementing their place in the top tier and a future that will continue to bring success for the club and everyone connected with them.”

Jon Don-Carolis, Sales Director at Fulham FC, added: “We are delighted to bring CAE Technology Services on board as Official Partner of both the Club and Fulham Pier development. Through shared values of innovation and sustainability we look forward to working in collaboration with CAE to drive our technology vision and to deliver a world class customer experience 365 days per year.”