In a move that could reshape the global sports broadcasting and data landscape, the National Basketball Association (NBA) has announced a multi-year strategic partnership with Amazon that combines the league’s digital reach with the technological power of Amazon Web Services (AWS). Under the agreement, AWS becomes the official cloud, artificial intelligence, and machine learning partner of the NBA, WNBA, NBA G League, Basketball Africa League, and NBA 2K League.

A New Era of Smart Basketball

At the heart of the collaboration is the creation of NBA Inside the Game, a next-generation data platform that leverages AWS’s cloud and AI capabilities to deliver real-time insights on player performance, tactics, and strategy.

Using advanced machine learning, the platform processes millions of data points from optical tracking systems, capturing up to 29 key body positions per player, 25 times per second, to generate next-level insights such as shot probability, defensive matchups, and player gravity (the defensive attention drawn by an individual).

These analytics will feed directly into NBA.com, the NBA App, and Amazon Prime Video broadcasts, allowing fans to understand the nuances of the game in ways previously available only to coaches and analysts.

The Power Behind the Screens

AWS’s powerful cloud infrastructure will also transform how the NBA stores, manages, and distributes content worldwide. The league’s vast video archive, dating back more than 75 years, will be migrated to AWS, enabling advanced search, automatic tagging, and AI-enhanced highlight creation.

Through these tools, broadcasters and digital teams can generate instant, personalized clips for fans, sponsors, and partners, dramatically reducing production time while increasing engagement opportunities.

As Francessca Vasquez, Vice President of Technology and Customer Experience at AWS, explained: “This partnership reimagines what’s possible in sports entertainment. Together with the NBA, we’re combining data, AI, and cloud technology to bring fans closer to the game than ever before.”

Prime Video: The New Home of Live NBA Action

The collaboration deepens Amazon’s involvement with basketball following its recently signed 11-year global broadcast deal with the NBA, valued at an estimated $1.8 billion per season.

Under this agreement, Prime Video will stream up to 66 regular-season games per year, alongside exclusive coverage of the Emirates NBA Cup, select playoff games, and international matchups.

This dual strategy, content distribution through Prime Video and data innovation through AWS, cements Amazon’s position as a major player in global sports media, competing directly with streaming rivals such as Apple TV+ and Peacock.

Personalization and Global Fan Engagement

With a global fan base of more than 2.5 billion followers across social media, the NBA sees data personalization as the next frontier for growth. AWS’s machine learning capabilities will allow the league to tailor highlights, notifications, and recommendations to individual fans based on viewing history, favorite players, or teams.

This personalized approach aligns with the NBA’s broader mission: to expand basketball’s global reach through digital innovation. According to Ken DeGennaro, the NBA’s EVP of Media Operations & Technology: “Our collaboration with Amazon allows us to go beyond traditional broadcast experiences. We’re unlocking the full potential of our data to tell deeper stories about the game and connect with fans around the world.”

The Bigger Picture

The NBA-Amazon partnership represents more than a technology deal, it’s a blueprint for how sports, data, and streaming will converge in the next decade. By combining AI, cloud infrastructure, and global media rights, the two giants are setting a new benchmark for fan engagement and sports storytelling.

As live sports increasingly move toward digital-first distribution and interactive viewing, this alliance underscores a fundamental truth: the future of sports isn’t just being played on the court, it’s being built in the cloud.

Sources: SportsPro, Sportcal, Amazon, NBA