Bundesliga And AWS Agree Technology Provider Deal

Amazon Web Services and the German Bundesliga have announced that they have struck a deal to make AWS its official technology provider to deliver more in-depth insight into every live broadcast of Bundesliga games and enable new personalised fan experiences.

Bundesliga will use AWS artificial intelligence (AI), machine learning (ML), analytics, compute, database, and storage services to deliver real-time statistics to predict future plays and game outcomes, and recommend personalised match footage across mobile, online, streaming, and television broadcasts.

Using AWS technology, Germany’s premier national football league will build new cloud-based services that automate processes, increase operational efficiency, and enhance the viewing experience for the league’s rapidly growing global fan base. By developing a new, next-generation statistics platform on AWS, using Amazon SageMaker, a fully managed service to build, train, and deploy ML models, Bundesliga will offer fans real-time predictions on when a goal is likely to be scored, identify potential goal-scoring opportunities, and highlight how teams are positioning and controlling the field, based on live data streams and historical data from over 10,000 Bundesliga games. Bundesliga also plans to leverage AWS ML services, such as Amazon Personalise, an ML service to create real-time and individualised recommendations, to offer fans personalised game footage, marketing promotions, and search results based on their favourite teams, players, or matches.

Using other AWS ML services, including Amazon Rekognition, an intelligent image and video analysis service, Bundesliga will build a cloud-based media archive that will automatically tag specific frames, from its more than 150,000 hours of video, with metadata such as game, jersey, player, team, and venue, so that the league can easily search historical footage and surface pivotal plays for in-game broadcasts, in more than 200 countries. This archive will enable Bundesliga to search across its entire history of football footage to provide a more enhanced viewing experience for fans and automate the current manual process of searching and tagging match highlights.

“We are extremely excited to be working alongside AWS to develop the next generation of football viewing experience,” said Christian Seifert, CEO of Bundesliga. “Innovation means challenging the status quo. Working closely with AWS, as one of the most innovative technology companies in the world, significantly enhances the investment we’ve made in innovation over the past two decades, all of which contributes to us being able to deliver a world-class football experience for our fans.”

“As the league with the highest average number of goals per game, and the highest stadium attendance globally, the Bundesliga is one of the most entertaining sports leagues in the world,” said Andy Isherwood, Vice President and Managing Director EMEA, Amazon Web Services, Inc. “We are thrilled to work with the Bundesliga and help them use cloud technology to give football fans around the world a more engaging match day experience and look forward to helping them leverage our deep portfolio of ML and AI services so they can deliver even greater insight into the world’s favourite game.”