German football league adopts cloud-based AI to improve fan viewing

Borussia Dortmund

Germany’s Bundesliga has selected AWS as its official technology provider to deliver more in-depth insight into every live broadcast of Bundesliga games and enable new personalised fan experiences.

The German football league will use AWS artificial intelligence (AI), machine learning (ML), analytics, compute, database and storage services to deliver real-time statistics to predict future plays and game outcomes, and recommend personalised match footage across mobile, online, streaming and television broadcasts.

Using AWS technology, the league will build new cloud-based services that automate processes, increase operational efficiency and enhance the viewing experience for the league’s rapidly growing global fan base. By developing a new, next-generation statistics platform on AWS, using Amazon SageMaker – a fully managed service to build, train and deploy ML models – the Bundesliga will offer fans real-time predictions on when a goal is likely to be scored, identify potential goal-scoring opportunities and highlight how teams are positioning and controlling the field.

This will all be based on live data streams and historical data from over 10,000 Bundesliga games. Bundesliga also plans to leverage AWS ML services, such as Amazon Personalize (an ML service to create real-time and individualised recommendations) to offer fans personalised game footage, marketing promotions and search results based on their favourite teams, players or matches.

Using other AWS ML services, including Amazon Rekognition – an intelligent image and video analysis service – Bundesliga will build a cloud-based media archive that will automatically tag specific frames, from its more than 150,000 hours of video, with metadata such as game, jersey, player, team and venue. As a result, the league will easily be able to search historical footage and surface pivotal plays for in-game broadcasts in more than 200 countries.

This archive will enable Bundesliga to search across its entire history of football footage to provide a more enhanced viewing experience for fans and automate the current manual process of searching and tagging match highlights.

“We are extremely excited to be working alongside AWS to develop the next generation of football viewing experience,” said Christian Seifert, CEO of Bundesliga. “Innovation means challenging the status quo. Working closely with AWS significantly enhances the investment we’ve made in innovation over the past two decades, all of which contributes to us being able to deliver a world-class football experience for our fans.”

Andy Isherwood, vice president and managing director for EMEA at Amazon Web Services, said: “As the league with the highest average number of goals per game, and the highest stadium attendance globally, the Bundesliga is one of the most entertaining sports leagues in the world.

“We will work with the Bundesliga to help them use cloud technology to give football fans around the world a more engaging match day experience and look forward to helping them leverage our deep portfolio of ML and AI services so they can deliver even greater insight into the world’s favourite game.”