NBA Selects AWS as Cloud and AI Partner

The National Basketball Association (NBA) has signed a multi-year agreement with Amazon Web Services (AWS). Under the deal, AWS will become the official cloud and AI partner of the NBA and its affiliate leagues, including WNBA, NBA G League, Basketball Africa League, and NBA Take-Two Media.

The NBA will use AWS' AI infrastructure to "enhance" its live broadcasts, and for various features for fan experience across the NBA's app, website, and social media platforms. This includes using AWS AI capabilities to process player tracking data, and will analyze movements of 29 data points per player using machine learning and AI for real-time insights.

“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 EVP and head of media operations and technology Ken DeGennaro. “AWS has a proven track record of delivering unique statistical insights and offering transformative experiences that will resonate with NBA fans around the world.”

“At AWS, we’re excited by the NBA’s vision to push the boundaries of what’s possible in sports,” said AWS VP of professional services and agentic AI, Francessca Vasquez. “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.”