Amazon Web Services Ai Reshaping Nfl Future With Machine Learning

Bonisiwe Shabane

-Nov 18, 2025, 10:22 AM

amazon web services ai reshaping nfl future with machine learning

NEW YORK – Sept. 10, 2024 – The National Football League and Amazon Web Services, Inc. (AWS), an Amazon.com company (NASDAQ: AMZN), today announced an extension of their long-term partnership. Since 2017, the NFL and AWS have been at the forefront of innovation, leveraging AWS's artificial intelligence (AI) and machine learning (ML) services to shape the future of football. The global partnership will be on display during this week’s games with the debut of a new AI-powered Next Gen Stat that changes how we understand and analyze tackles in football. The Tackle Probability ML model predicts, at any given moment of a play, the likelihood that a given defender will make a tackle, helping to quantify which defenders are the most reliable tacklers and...

Tackle Probability can be used to calculate various metrics that can be applied to both offensive and defensive analysis, such as missed tackle attempts by a defender and missed tackles forced by a ball... Powered by AWS, the Next Gen Stats platform collects over 500 million data points each season. This wealth of data serves as the foundation for innovation throughout the NFL, from enhancing fan engagement through advanced statistics to transforming the viewing experience by enabling alternate broadcasts and new ways of visualizing... Additionally, data-driven insights have a direct impact on the game itself by informing rule changes to make the game safer and even more exciting, including the NFL’s new Dynamic Kickoff. A key component of the partnership renewal is the implementation of generative AI to increase operational efficiency and drive additional value for the league and its fans. “Through our collaboration with AWS, we are continuously pushing the boundaries of what’s possible in football,” said Gary Brantley, chief information officer at the NFL.

“By harnessing the power of data and advanced technologies like generative AI, together we are accelerating the pace of innovation in important areas such as player safety, fan engagement and content production. This season we’ll see an increase in operational efficiency as we begin to leverage AWS’s generative AI capabilities at NFL Media.” Check out what's clicking on FoxBusiness.com Getting an edge in the NFL, whether you're on the field or not, is what every player, coach and even fan tries to do. With the Super Bowl having come and gone, the 2023 NFL season comes to a close, and Amazon Web Services couldn't be happier with how it improved the game. AI and data science techniques are used by every team in the league.

From breaking down plays during games and practice to knowing which players are subject to more injuries throughout a season, technology can be used by all 32 teams to make sure they’re maximizing every... Powered by AWS Machine Learning to create a better experience for fans, players, and teams. AWS powers the NFL's Digital Athlete, a injury prediction tool, that uses machine learning and AI to help identify when players are at an increased risk of injury. The Seattle Seahawks and AWS have created a winning partnership using data-driven insights across the franchise to analyze information across player acquisition, team and opponent scouting, and player health. The NFL uses AWS technology to take real-time insights and transform fan engagement to offer personalized experiences and content curation. The NFL and AWS tackled the hidden dynamics of punt and kickoff with Expected Return Yards to estimate yards a return will gain when the ball is caught.

How Amazon Web Services (AWS) is revolutionizing the NFL with artificial intelligence (AI) and machine learning technology. The article discusses how AWS is working with the NFL to enhance player safety and performance through innovative tools like Digital Athlete and Next Gen Stats. These data-driven solutions are being used by all 32 teams in the league to optimize player training and game strategies. AWS’s head of sports global professional services, Julie Souza, highlighted the importance of data gathering in improving player health and safety. Tools like Digital Athlete, which predicts injuries, are helping teams make informed decisions about player conditioning and load management. Additionally, Next Gen Stats are providing fans with a more analytical viewing experience during games, offering in-depth statistical analysis and player insights in real time.

Souza envisions a future where fans can customize their viewing experience with personalized analytics overlays, fantasy stats updates, and interactive features. AWS’s AI and machine learning capabilities have the potential to transform how fans engage with the NFL, offering a more tailored and immersive experience. The NFL and Amazon Web Services have extended the length and expanded the scope of their partnership, introducing generative AI functionality among their collaborative projects. The pair have co-developed two uses of gen AI for internal efficiency at NFL Media. The first uses Amazon Q Business, an automated assistant that facilitates access to business intelligence and production knowledge using natural language prompts. The other relies on Amazon Bedrock for easy retrieval of insights and video footage storied in the Next Gen Stats dataset.

“It's not replacing the decision-making process of people, but it's exposing these things much faster, so we can be much more responsive as a business,” said NFL Deputy CIO Aaron Amendolia, explaining that the... Both will be used to help employees produce more and better content across its properties, ranging from NFL Network and NFL Films to digital platforms such as the website, app and social media. Production assistants will be spared countless hours of manual tasks, such as watching video to tag plays, “freeing up that human time to spend it back on the most valuable activities,” Amendolia said. The gen AI will thus serve fans through a human intermediary, rather than be directly fan-facing -- but those types of projects are in development. Amendolia didn’t put a specific timetable other than to say it could be “soon” but also only “when it’s right for the brand.” Quality control is essential. AI in sports transforms the NFL with over 500 million data points per season.

Learn how AI is revolutionizing America's favorite game and shaping its future. For 20 years, Paul struggled to balance his home life with fast-moving leadership roles at Dell, Amazon, and Microsoft, where he led a team of progressive HR, procurement, and legal trailblazers to launch Microsoft’s... Editor-in-Chief - ex Microsoft, Amazon, Dell In the high-stakes world of professional football, the NFL is leveraging AI in sports to tackle its most pressing challenges. Artificial intelligence is reshaping America's favorite game from player safety to fan engagement. And AI in sports is now revolutionizing everything about football: how the game is played, watched, analyzed, and managed.

The NFL faces a myriad of challenges that are common to other sports leagues. Player safety and injury prevention remain paramount concerns, with the long-term effects of concussions and other injuries continually under scrutiny. The NFL has responded with transparency about injury rates and efforts toward minimizing them; the league reported 700 fewer missed games due to injuries in 2023 compared to 2022. The National Football League (NFL) has further cemented its alliance with Amazon Web Services (AWS), heralding a new era of technological innovation in the sport. Their recently expanded partnership promises to reshape the way football is experienced both on and off the field, leveraging AWS's cutting-edge artificial intelligence (AI) and machine learning capabilities. As part of this enhanced collaboration, AWS will significantly bolster its role in supporting the NFL's operations through a range of advanced AI tools and data analytics services.

The goal is to enrich the fan experience and provide teams with deeper insights into game strategies and player performance. This initiative will see the integration of sophisticated predictive models that aim to offer real-time analyses and predictions, thereby transforming the traditional viewing experience. The partnership has led to Amazon introducing a new AI-powered feature for its Thursday Night Football broadcasts. This innovation will enable viewers to predict game plays and outcomes with unprecedented accuracy. By employing AWS's advanced algorithms, fans can now engage more deeply with the game, testing their predictions against real-time data and enhancing their overall enjoyment of the sport. The NFL’s partnership with AWS and the launch of new AI-driven features are set to revolutionise the football viewing , not only by elevating the viewing experience but also by enhancing team strategies and...

AI’s impact on fan experience looks set to be further enhanced following the launch of a new startup founded by former NFL agent and Nike executive, Scott Bouska. Using their proprietary AI prediction model, Field Vision aims to provide betting enthusiasts with cutting-edge tools to gain a competitive edge in their game predictions. The integration of Amazon Web Services’ (AWS) artificial intelligence (AI) and machine learning (ML) technologies is significantly reshaping the future of the National Football League (NFL), offering unprecedented insights and innovations that promise to... From player health and safety to game strategies and fan experiences, AWS’s cutting-edge technologies are setting a new standard for how sports leagues can leverage data for improvement and innovation. The Digital Transformation of the NFL with AWS The collaboration between AWS and the NFL is a testament to the power of AI and ML in transforming traditional sports into data-driven phenomena.

The NFL’s adoption of AWS technologies, including cloud computing and advanced analytics, has revolutionized player health and safety initiatives. By analyzing vast amounts of data, AWS’s AI and ML services provide insights that help predict and prevent injuries, ensuring a safer environment for players. AWS’s impact extends beyond player safety, venturing into game strategy and fan engagement through Next Gen Stats (NGS). NGS leverages player-tracking data, analyzing every move on the field to offer detailed insights about player performances and game dynamics. This has led to the development of new metrics such as “Pressure Probability,” which quantifies the impact of defensive strategies on quarterback plays. One of the most notable advancements is the creation of the Digital Athlete, a breakthrough in predicting and preventing player injuries.

This virtual model, powered by AWS’s vast computing capabilities, simulates countless game scenarios to study the effects of various factors on player health. It represents a major leap forward in sports science, offering personalized strategies for injury prevention. Behind every gravity-defying catch and over-the-top tackle, a team of engineers and data scientists work tirelessly to bring National Football League (NLF) fans closer to the on-field action. One of the latest NFL analytics implementations is a sophisticated generative AI system built on Amazon Web Services (AWS). Its creation and deployment is one of the most complex engineering accomplishments in sports media to streamline query and search of media assets to exacting specifications. How does the NFL take more than a century’s worth of football history, millions of video clips, and an ever-growing archive of statistics as inputs to a system that can respond to conversational queries...

This is the puzzle that NFL’s technical team, in collaboration with AWS, set out to solve. From developing advanced machine learning models to creating intuitive user interfaces, the journey to build a system to provide this capability was as arduous and demanding as any fourth-quarter drive. In this blog post, we break down the X’s and O’s of this engineering achievement, demonstrating how the NFL tackles big data challenges head-on. The NFL’s journey into a generative AI-powered content management didn’t start on a whim. It was born of necessity, driven by the sheer volume of data the league accumulated over its storied 100-year history. Imagine navigating a digital labyrinth containing millions of video clips, countless audio snippets, an ocean of statistics, and an ever-growing collection of fan-generated social media content.

This is the reality of the NFL’s media asset management (MAM) system—a treasure trove of content that is both a goldmine and a challenge for content creators. The NFL has amassed an unimaginable volume of facts, stats, game day coverage, athlete press interviews, and media assets over the last 100 years, including millions of audio and video clips, as well as... Any play of substance merits capture from various viewing angles, such that the NFL’s impressive asset library continues to grow rapidly. It even includes social media clips generated by fans. If roughly half of a game’s plays are consequential, that’s around 75 plays per game, and the average NFL season encompasses 272 games. This means the NFL feeds more than 20,000 plays captured from multiple angles into its library each season.

Matt Swensson, SVP Product and Technology at the NFL, paints a vivid picture of the challenge: “Until now, our teams needed to perform extensive pre-research to find the media assets they needed. It was like trying to find a specific play in a hundred years’ worth of game footage—which is time-consuming and often challenging.”

Amazon Web Services Ai Reshaping Nfl Future With Machine Learning

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