The cloud and artificial intelligence have the power to change the world of sports, and few technology providers have done a better job of executing on this than Amazon Web Services Inc. The company has partnerships with the NFL, Bundesliga, PGA TOUR, F1 and many more. With each organization, AWS works closely with them to deliver several fan, league and team facing innovations.
Even in auto racing, it’s all about the data today. Amazon Web Services Inc. is a global partner of Formula One and has been the official cloud and machine learning provider for the league since 2018. The dynamic, longstanding partnership comes down to three core pillars: transforming data into racing intelligence, fan experience enhancement and technical transformation.
The National Basketball Association and Amazon Web Services Inc. today entered a multiyear partnership in which AWS will serve as the official cloud artificial intelligence provider for the NBA and all its affiliates, which includes the NBA G League, WNBA and Basketball Africa. The partnership centers on using the NBA’s data and AWS AI to transform the game experience for fans.
Amazon Web Services Inc. today announced the addition of fully managed open-weight models Qwen3 and DeepSeek-V3.1 to its AI model portfolio. The new models offer greater flexibility to customers that rely on the Amazon Bedrock generative AI service to meet their evolving business needs. Open-weight models provide increased transparency for developers regarding model weights, which makes it easier to customize models for specific use cases.
Since launching its Generative AI Innovation Center in 2023, Amazon Web Services Inc. has had one primary goal: help customers turn the potential of artificial intelligence into real business value. Now, the company has invested an additional $100 million in the center to enable customers to pioneer the new wave of autonomous agentic AI systems. Post-announcement, I talked with Taimur Rashid, managing director of generative AI innovation and delivery, who oversees the center.