PGA Tour signs up with AWS, looks to AI as engagement driver

James has more than a decade of experience as a tech journalist, writer and editor, and served as Editor in Chief of TechForge Media between 2017 and 2021. James was named as one of the top 20 UK technology influencers by Tyto, and has also been cited by Onalytica, Feedspot and Zsah as an influential cloud computing writer.

Amazon Web Services (AWS) continues to build out its blue chip sporting clientele. The PGA Tour has selected AWS as its official cloud provider, utilising artificial intelligence (AI), deep learning and machine learning.

To this end, the golf franchise has also coined AWS as its official ‘deep learning cloud provider’, ‘artificial intelligence cloud provider’ and ‘machine learning cloud provider’.

This is the first instance CloudTech has seen of such nomenclature, and conveys an especially deep interest in products such as Amazon Rekognition. Like many other sporting clients, the PGA Tour will look to migrate its archives and annotate it – in this instance, almost a century’s worth, with video, audio and images dating back to 1928. Amazon S3 will be utilised to build a data lake, atop which not only insights can be fished, but a stream will be built – pun intended – for live footage from future tournaments.

From the fan experience perspective, the PGA Tour will use AWS media services to deliver video content for televised event coverage more swiftly, as well as OTT streaming for online viewers. Every Shot Live, an OTT streaming platform powered by AWS, is one such example, while TOURCast, an evolved leaderboard, is another. Fans will be able to change their viewing perspective with alternate camera angles and navigation, among others.

“The partnership and experience we create with the TOUR will be unique,” said AWS CEO Andy Jassy in a statement. “Unlike other sports, there’s more than one ball in play on a golf course, which makes it harder for fans to follow how every player is performing.

“Our collaboration with the TOUR will change the way that fans will be able to connect with the sport by giving them real-time access to virtually every moment on the course and letting them determine how they experience the game,” added Jassy.

Other major sporting organisations on board with AWS include Formula 1, NASCAR, and the Bundesliga. All heavily cite AI and ML as key to its operations. Last month, the Bundesliga announced the availability of three new ‘match facts’ for fans; most pressed player, attacking zones, and average positions.

Photo by Steven Shircliff on Unsplash

Interested in hearing industry leaders discuss subjects like this and sharing their experiences and use-cases? Attend the Cyber Security & Cloud Expo World Series with upcoming events in Silicon Valley, London and Amsterdam to learn more.

Tags: , , , , , ,

View Comments
Leave a comment

Leave a Reply

Your email address will not be published. Required fields are marked *