Hello Tech Enthusiasts, 

Fresh from the AWS Summit, I’m excited to share some incredible insights into the partnership between AWS and Bundesliga. This collaboration is setting new standards for fan engagement in sports.

In This Issue:

1. AWS Global Sports Strategy

At the summit, I learned about AWS’s innovative approach to sports technology, collaborating with leagues like Formula One, NFL, NHL, and PGA Tour. The strategy focuses on four key technology pillars:

• Performance Data

• Live Cloud Production

• Smart Venues

• Fan Data

2. The Bundesliga Partnership

Initiated in 2020, this partnership aims to engage Bundesliga’s over 1 billion global fans, with a significant presence in the Asia Pacific region. Key components include:

• Next-Level Data Services

• Live Cloud Production

• Generative AI

3. Data-Driven Fan Engagement

AWS and Bundesliga collect and process 3.6 million data points per game, soon to be 150 million with skeletal data. This data is used to provide Bundesliga Match Facts, offering fans and players deep insights and personalized experiences. The Bundesliga app, powered by Amazon Personalize, has seen a 20% increase in usage and a 67% boost in article reads.

4. Revolutionizing Media Production

AWS enables low-latency, high-quality live cloud production, enhancing fan experiences while reducing the carbon footprint. Bundesliga uses AI and machine learning to generate intelligent metadata, improving content searchability and automation. An AI-driven localization engine provides content in fans' native languages, significantly reducing processing time and increasing content output.

5. Generative AI for Interactive Content

Generative AI is creating more personalized and interactive content, further engaging Bundesliga fans worldwide.

Summit Highlights:

• The AWS and Bundesliga partnership is setting new standards for fan engagement.

• From data-driven insights to advanced media production and generative AI, we’re transforming the sports experience.

Editor’s Note:

As the AWS account lead for Bundesliga, I’m thrilled about the innovations we’re bringing to fans. Here’s a sneak peek into what we’ve achieved:

• Objective: To be the most fan-centric league by bringing stadium-like joy and passion to fans worldwide.

• Data Services: Since 2016, Bundesliga has been collecting and processing match data through Sportech Solutions, enabling the creation of products like Bundesliga Matchfacts.

• Innovative Solutions with Gen AI:

  • Bundesliga AI Life Ticker: An automated, real-time text-based commentary system that offers personalized updates in multiple languages and styles.

  • Bundesliga Stories: AI-generated content in a social media story format, created using AWS services like Amazon Rekognition and Amazon Bedrock. This has doubled app engagement time and increased story retention by 67%.

Results:

• Significant increase in fan engagement and app usage.

• Enhanced personalization and scalability of content.

Link to Unconventional Paths to Cloud