The world of professional sports has seen many tech vendors cut sponsorship agreements with leagues and teams. The Women’s National Basketball Association and Amazon Web Services Inc. recently announced a partnership that appears to be more than a traditional sponsorship. AWS will provide a data platform that can turn casual viewers into committed fans by making the strategy, skill and stories of the women’s game radically more visible.

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How the WNBA-AWS data play can turn engagement into fans

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.

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NBA and AWS partner to enhance fan experiences with AI