AWS extends DFL partnership deeper into generative AI

March 21 – Amazon Web Services (AWS), the DFL Deutsche Fußball Liga Official Technology Provider, has expanded its partnership to become the Official Generative AI Provider of the DFL.

Under the new deal, AWS will use generative AI to accelerate innovation and digital transformation along the entire DFL value chain.

The DFL said new projects will be focused on three core areas:  fan experience (e.g. automated translation, personalisation and localisation), media production (e.g. use of cloud infrastructure in media production and the moving image archive) and data services (e.g. automated recognition of match events, applying the statistics portfolio developed for the Bundesliga to other leagues).

DFL CEO Steffen Merkel said: “The collaboration between DFL and AWS sets the standard in terms of innovation in global football. The focus is always on additional benefits for media partners, fans and the DFL itself. We are very pleased to continue this successful partnership in the long term with the world’s largest cloud provider, including leveraging the potential of generative AI to accelerate innovation for German professional football.”

AWS has successfully driven a number of DFL digital projects since the partnership began in 2020, including: the development of Bundesliga Match Facts powered by AWS, which has grown into a portfolio of real-time advanced analytics, based on official live match data; Automated media production and global distribution in the cloud to multiple platforms and meeting the increasing demand for over-the-top (OTT) content; Optimising the Bundesliga digital archive and the discovery of content; and personalisation of the Bundesliga app that has led to a higher watch count for videos, an increased retention rate and sessions lasting 17% longer.

Matt Garman, Senior Vice President, Sales, Marketing, and Global Services at AWS said: “We are thrilled to deepen our partnership with the DFL, a leader in sports innovation. Four years ago, we set out to help the DFL leverage technology to connect with fans on a personal level, unlock new statistical insights, and transform internal and broadcast operations. The work we are demonstrating today lays the foundation for a more personalized viewing experience for Bundesliga fans around the world in the language of their choice.”

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