Amazon Web Services (AWS), the cloud computing arm of Amazon.com, has signed a multi-year partnership with the National Basketball Association (NBA) to create AI-driven features, analytics, and fan experiences across the league’s digital platforms.
The collaboration, announced on Wednesday, will debut “NBA Inside the Game”, a new AI-powered platform designed to transform in-game data into interactive insights for fans, teams, and broadcasters. The deal’s financial terms were not disclosed.
A NEW ERA OF DATA-DRIVEN BASKETBALL
The NBA’s new system will leverage AWS’s machine learning and data processing tools to analyze real-time game statistics and produce advanced visualizations. The features will appear across live broadcasts, the NBA App, the league’s official website, and social media channels, providing deeper, faster, and more personalized insights into gameplay.
Fans will be able to see advanced statistics — such as defensive positioning, shot success probabilities, and team strategy analytics — generated instantly by AI models trained on player and game data.
Teams will also gain access to the data, enabling them to review matches, adjust strategies, and identify player performance trends.
“Whenever we build a statistic, there is always input from our teams,” said Ken DeGennaro, the NBA’s Head of Media Operations and Technology. “We want to ensure that these services not only engage fans but also help our teams improve their on-court strategies.”
AI’S GROWING PRESENCE IN SPORTS
The partnership reflects a broader trend in global sports toward AI integration, where leagues increasingly partner with tech giants to enhance both fan engagement and team performance.
Earlier this year, Microsoft signed a five-year deal with the English Premier League to embed its AI Copilot technology into the league’s digital ecosystem, illustrating how artificial intelligence is reshaping the business of sports.
For AWS, the deal strengthens its expanding presence in sports analytics — a field where its technology already powers insights for organizations like Formula 1, the NFL, and Bundesliga.
As part of the NBA collaboration, AWS will handle data collection, analysis, and visualization in real time, helping redefine how fans experience basketball and how coaches and players analyze it.