In a groundbreaking announcement on October 1, 2025, the National Basketball Association (NBA) and Amazon Web Services (AWS) unveiled a multi-year partnership aimed at revolutionizing the way fans engage with basketball. AWS is set to become the Official Cloud and Cloud AI Partner of not only the NBA but also its affiliate leagues, including the Women’s National Basketball Association (WNBA), NBA G League, Basketball Africa League, and NBA Take-Two Media.

This collaboration is poised to launch NBA Inside the Game powered by AWS, a cutting-edge basketball intelligence platform designed to transform billions of data points into actionable insights and interactive experiences. The primary goal is to enhance fan engagement and redefine the viewing experience of basketball around the globe.

2. Enhanced Fan Engagement Through Technology

Reimagining Broadcasts and Fan Interaction

Ken DeGennaro, NBA Executive Vice President and Head of Media Operations and Technology, expressed excitement about the partnership, stating, “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.”

AWS Vice President of Professional Services & Agentic AI, Francessca Vasquez, echoed this sentiment, emphasizing how cloud and AI technologies can significantly enhance the basketball experience—from generating new insights to creating closer connections between fans and the game.

AI-Powered Advanced Statistics

Central to this partnership is the introduction of advanced statistical tools that will utilize AWS's robust AI capabilities to provide real-time analytics during games. The NBA will leverage player tracking data to deliver new insights that will enrich the viewing experience. Notable features include:

Defensive Box Score: This innovative metric will quantify defensive contributions that traditional statistics fail to capture. By using AI algorithms, the NBA can now identify which defender is responsible for each offensive player in real-time, thereby enhancing the traditional box score with defensive context.

Shot Difficulty: This statistic will analyze shot attempts by considering various factors, such as the shooter's orientation and the defensive pressure applied. This comprehensive evaluation allows fans to appreciate the intricacies of scoring attempts.

Gravity: A revolutionary concept, this metric quantifies the impact a player has on the court by analyzing how defenders react to their presence, even when they do not have the ball. It utilizes advanced optical tracking data and AI to measure the attention a player garners from the defense.

3. Transforming Basketball Intelligence with Play Finder

Another highlight of NBA Inside the Game powered by AWS is the introduction of “Play Finder,” a state-of-the-art technology that utilizes AI to analyze player movements across thousands of games. By employing AWS services like Amazon Bedrock and Amazon SageMaker, this feature allows for instant retrieval of similar plays, enriching fans’ understanding of offensive strategies.

An integrated real-time alert system within Play Finder will provide commentators with historical context and strategic insights, making live broadcasts more engaging and informative. Additionally, NBA teams will have access to the machine learning models that power Play Finder, enhancing their coaching and front office operations.

4. Global Reach and Fan Experience

The NBA App, NBA.com, and NBA League Pass will all run on AWS, facilitating year-round coverage and programming for a global audience. This partnership aims to accelerate the NBA’s growth worldwide by providing fans with personalized experiences and in-language content across various platforms.

Moreover, this partnership aligns with Prime Video’s recently established 11-year media rights agreement, which includes streaming 66 regular-season NBA matchups globally. This season promises to introduce new interactive features, enhancing the digital experience for fans.

5. Conclusion

The NBA and AWS partnership sets a new benchmark for innovation in sports. By harnessing the power of cloud computing and artificial intelligence, the alliance aims to redefine how basketball fans connect with the game. With advanced statistics, enhanced broadcasts, and a commitment to global engagement, the future of basketball viewing looks more promising than ever. As the season unfolds, fans can anticipate an enriched experience that not only entertains but also educates and engages them on a deeper level.

Original press release