The National Basketball Association (NBA) has entered into a groundbreaking multi-year partnership with Amazon Web Services (AWS) that will see the global cloud giant become the league’s Official Cloud and Cloud AI Partner. The deal spans across the NBA, WNBA, NBA G League, Basketball Africa League, and NBA 2K League, marking one of the most ambitious cloud-powered sports tech collaborations to date.
At the heart of the partnership is the launch of NBA Inside the Game powered by AWS, a new platform that uses AI, machine learning, and real-time data to deliver insights previously unimaginable in professional basketball.
For fans, the move promises deeper engagement, smarter broadcasts, and personalized content delivered across the NBA App, NBA.com, and league social channels.
For the league, it’s a bold step into cloud-driven innovation that mirrors how fintech firms are leveraging big data and AI to reimagine digital transactions.
Cloud + AI: A new court for basketball innovation
AWS will provide the NBA with a cloud-based backbone that can process billions of player tracking data points, transforming raw movements into real-time insights. This data-rich approach will enhance live broadcasts and digital platforms, introducing interactive stats, advanced analytics, and even generative AI applications for fans.
“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 Ken DeGennaro, NBA Executive Vice President and Head of Media Operations and Technology.
AWS executives echoed the sentiment. “This partnership will showcase how cloud and AI can reimagine the game of basketball — from generating new insights to creating immersive fan experiences,” said Francessca Vasquez, Vice President of Professional Services and Agentic AI at AWS.
Next-gen basketball stats: AI in action
The NBA’s new analytics suite, powered by AWS, will roll out across the 2025–26 season, delivering advanced, AI-driven statistics:
- Defensive Box Score: Goes beyond traditional metrics by identifying the defender responsible for each offensive play in real-time, while tallying ball pressure, double teams, and switches.
- Shot Difficulty: Quantifies every shot with expected field goal percentage, factoring in orientation, defensive pressure, and player positioning.
- Gravity: Captures how players create opportunities without touching the ball, using optical tracking data and neural networks to measure defensive attention and spacing.
These innovations mark a shift in how basketball performance is analyzed—similar to how fintech companies are now moving beyond raw transaction data to develop predictive, AI-powered insights for customers.
Play finder: Generative AI for the hardwood
Among the most exciting features is Play Finder, an AI-powered search engine that combs through thousands of games to identify similar plays instantly. Built on Amazon Bedrock and Amazon SageMaker, Play Finder will not only help commentators provide instant historical context but will also allow teams to improve coaching strategies using the same machine learning models.
Future versions will enable fans to search for plays and strategies directly through the NBA App, opening a new frontier for interactive, AI-driven sports content.
A global fan experience, powered by the cloud
With AWS powering its digital ecosystem, the NBA is doubling down on its global growth ambitions.
Fans across markets will enjoy in-language content, personalized highlights, and interactive features delivered on demand. NBA League Pass and Prime Video will also integrate AWS-backed features, with 67 regular-season games streaming globally on Prime Video as part of a new 11-year media rights deal.
This convergence of cloud, media, and AI underscores how data-driven platforms are reshaping not only financial services but also entertainment and sports. Just as fintech players in the Philippines are using AI and cloud solutions to deliver smarter, faster, and more secure digital payments, the NBA is using the same technology stack to deliver smarter, faster, and more personalized fan experiences.
The bigger picture
By joining forces with AWS, the NBA is not just modernizing its game coverage — it is setting a new standard for how AI and cloud technology can transform traditional industries. From real-time payments in fintech to real-time stats in sports, the story is the same: cloud innovation is collapsing boundaries, enhancing transparency, and creating personalized value at scale.
As the new season tips off this October with the NBA on Prime debut doubleheader, one thing is clear: the future of basketball will be powered as much by algorithms in the cloud as by athletes on the court.
