Amazon Web Services (AWS), the cloud computing division of the retail giant, has today announced an expanded, multi-year technology partnership with the DFL, the German soccer league.

Under the renewed long-term agreement, AWS will continue as the official technology provider of the DFL, with an added focus on utilizing generative AI “to accelerate innovation” as the league’s official generative AI provider.

Through the expanded agreement, the two parties will work on new projects to “further drive innovation and transformation along the entire DFL value chain.”

The projects are focused on three core areas for the DFL: fan experience (automated translation, personalization, and localization), media production (use of cloud infrastructure in media production and the moving image archive), and data services (automated recognition of match events, applying the statistics portfolio developed for the Bundesliga to other leagues).

AWS first partnered with the DFL in 2020 with Germany’s top-flight Bundesliga becoming the first soccer league worldwide to team up with Amazon’s tech arm.

Over the past four years, the firm has delivered more in-depth insight into the broadcasting of matches across all platforms and enabled personalized fan experiences.

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AWS and the DFL have worked on several projects, including the development of the Bundesliga Match Facts feature, which provides real-time advanced analytics, based on official live match data which gives fans deeper insights into action on the pitch.

Bundesliga Match Facts are generated by gathering and analyzing data from live game video feeds as they’re streamed into AWS. Fans see these insights as graphics during broadcasts and in the official Bundesliga app.

The data is then provided back to broadcast viewers around the world in real-time as statistics.

AWS has also worked with the DFL on automated media production and global distribution in the cloud, optimizing the Bundesliga digital archive, and enhancing the personalization function of the Bundesliga app.

Steffen Merkel, DFL chief executive, 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.”  

Matt Garman, senior vice president of sales, marketing, and global services at AWS, added: “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.”