Nfl Renews Amazon Web Services Partnership Sportcal

Bonisiwe Shabane

-Nov 18, 2025, 6:06 AM

nfl renews amazon web services partnership sportcal

AWS will continue to provide the league with its AI-powered data solutions. American football’s elite National Football League (NFL) has announced the extension of its partnership with Amazon Web Services (AWS), the e-commerce giant’s major internet services business. Primarily, the NFL will continue to leverage AWS to seek gains in operational efficiency through the use of its data analytics and AI-powered machine learning services. The gold standard of business intelligence. Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms. 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.” The National Football League (NFL) has extended its partnership with Amazon Web Services (AWS), the e-commerce giant’s major internet services business. #NFL #AWS #Amazon #sportsbiz #cloud #tech https://lnkd.in/etHf6E8M 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.

By Brandon Costa, Director of Digital Tuesday, September 10, 2024 - 3:07 pm Print This Story | Subscribe The NFL has extended its partnership with Amazon Web Services (AWS). Since 2017, the NFL and AWS have partnered on a wave of football broadcast and statistical innovation, leveraging AWS’s artificial intelligence (AI) and machine learning (ML) services. In fact, in Week 2, the pair are set to debut of a new AI-powered Next Gen Stat: The Tackle Probability. This ML model can predict the likelihood that a given defender will make a tackle. This tool expects to help quantify which defenders are the most reliable tacklers and which ball carriers are most elusive.

“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.” 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.

Just in time for the 2024 season, the National Football League and Amazon Web Services Inc. continue to push the boundaries of artificial intelligence and machine learning in football. Through a partnership that began in 2017, the NFL has used AWS technology to improve player performance analysis, game strategies and fan experiences. Upcoming NFL games will showcase a new AI-powered tool, Tackle Probability, that analyzes and predicts the likelihood of a defender making a tackle in real time. The tool identifies the most dependable defenders and the hardest-to-catch ball carriers. It also provides data on key performance metrics, such as missed tackles and successful attempts, offering teams valuable insights for offensive and defensive strategies.

More specifically, Tackle Probability looks at 20 different factors, including the position and speed of each defender, every 10th of a second. Using these data points, an AI model, trained on five years of past game data, calculates the likelihood of a tackle happening at any given moment in a play. From this data, the model creates new stats like how often defenders attempt tackles without missing or how frequently running backs force missed tackles. This helps coaches see which players are the most reliable at tackling or avoiding tackles. Tackle Probability is a feature within Next Gen Stats, the NFL’s player and ball tracking platform, which relies heavily on AWS to process an enormous amount of data collected from games. The platform gathers over 500 million data points each season, providing the NFL with advanced statistics that improve the viewing experience and aid gameplay decisions.

This includes rule changes such as the new Dynamic Kickoff to minimize high-speed collisions and injuries during kickoffs by adjusting player positioning and movement. Digital Athlete is another tool developed using AWS to improve player safety. The tool simulates game and practice scenarios to help coaches and medical staff assess injury risks so they can develop prevention and recovery plans for each player. One could think of this as building a digital twin of players and then running them through various scenarios to better understand when and how injuries occur. Teams can use that data to avoid those situations and keep the players on the field longer. 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 NFL and Amazon Web Services, Inc., an Amazon.com company, extended their long-term partnership. Since 2017, the NFL and AWS have been at the forefront of innovation, leveraging AWS's artificial intelligence and machine learning 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 the likelihood that a given defender will make a tackle at any given moment of a play, 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 more than 500 million data points each season. This 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 the action... 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.

The implementation of generative AI to increase operational efficiency and drive additional value for the league and its fans is key component of the partnership. NFL Media has implemented Amazon Q Business, a generative AI-powered assistant, so users can ask questions and get answers to a wide range of questions. NFL Media has also launched a generative AI-powered research tool built on Amazon Bedrock that enables the production team to use natural language prompts to retrieve insights and relevant footage from plays throughout the...

Nfl Renews Amazon Web Services Partnership Sportcal

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