The National Basketball Association (NBA) and Amazon Web Services (AWS) have announced a multi-year partnership that will power the league’s next wave of innovation.
Under the deal, AWS becomes the official cloud and cloud AI partner of the NBA and its affiliate leagues, including the WNBA, NBA G League, Basketball Africa League, and NBA Take-Two Media, with NBA and AWS launching NBA Inside the Game powered by AWS, a new basketball intelligence platform that will turn billions of data points into compelling insights and interactive experiences.
“Partnering with AWS provides us with an opportunity to elevate the live game experience through innovation and offer fans a deeper understanding of the game of basketball for years to come,” said NBA Executive Vice President and Head of Media Operations and Technology Ken DeGennaro in a media statement.
“AWS has a proven track record of delivering unique statistical insights and offering transformative experiences that will resonate with NBA fans around the world.”
AWS Vice President of Professional Services & Agentic AI Francessca Vasquez said they are excited by the NBA’s vision to push the boundaries of what’s possible in sports.
“This partnership will showcase how cloud and AI can reimagine the game of basketball, from generating new insights to creating experiences that bring fans closer to the game they love. Together, we’re delivering technology that not only enhances live broadcasts and digital platforms, but also transforms how players, coaches, and fans understand basketball.”
Notably, the NBA will leverage AWS’s AI capabilities to provide fans with live stats and comprehensive analytics during games. Fans are expected to deepen their understanding of the game by accessing new statistics via the NBA App, NBA.com and during live NBA games, including during NBA on Prime broadcasts.
Throughout the 2025-26 season, the NBA and AWS will introduce new AI-powered stats that capture aspects of basketball performance that have not been measured previously.
NBA Inside the Game powered by AWS will also feature a first-of-its-kind technology called “Play Finder,” which uses AI to analyze and understand player movements across thousands of games.
The feature, utilizing AWS services such as Amazon Bedrock and Amazon SageMaker will enable instant search and retrieval of similar plays, laying the foundation for future generative AI integrations built on player tracking data.
Additionally, a real-time alert system within Play Finder will enable commentators to instantly provide historical context and strategic insights, making every live game more engaging, educational, and insightful for viewers, while the NBA and AWS will deliver in-language content and personalized experiences to fans across platforms.
/SPNA
