NFL Media Implements Generative AI Tools to
Boost Operational Efficiency
The National Football League and Amazon Web Services, Inc.
(AWS), an Amazon.com company (NASDAQ: AMZN), today announced an
extension of their long-term partnership. Since 2017, the NFL and
AWS have been at the forefront of innovation, leveraging AWS's
artificial intelligence (AI) and machine learning (ML) services to
shape the future of football.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240910844846/en/
(Graphic: Business Wire)
The global partnership will be on display during this week’s
games with the debut of a new AI-powered Next Gen Stat that changes
how we understand and analyze tackles in football. The Tackle
Probability ML model predicts, at any given moment of a play,
the likelihood that a given defender will make a tackle, helping to
quantify which defenders are the most reliable tacklers and which
ball carriers are most elusive. Tackle Probability can be used to
calculate various metrics that can be applied to both offensive and
defensive analysis, such as missed tackle attempts by a defender
and missed tackles forced by a ball carrier.
To view a video of Tackle Probability in action, please go to
https://www.youtube.com/watch?v=wqvAiuC7d7U.
Powered by AWS, the Next Gen Stats platform collects over 500
million data points each season. This wealth of data serves as the
foundation for innovation throughout the NFL, from enhancing fan
engagement through advanced statistics to transforming the viewing
experience by enabling alternate broadcasts and new ways of
visualizing the action on the field. Additionally, data-driven
insights have a direct impact on the game itself by informing rule
changes to make the game safer and even more exciting, including
the NFL’s new Dynamic Kickoff.
A key component of the partnership renewal is the implementation
of generative AI to increase operational efficiency and drive
additional value for the league and its fans.
“Through our collaboration with AWS, we are continuously pushing
the boundaries of what’s possible in football,” said Gary Brantley,
chief information officer at the NFL. “By harnessing the power of
data and advanced technologies like generative AI, together we are
accelerating the pace of innovation in important areas such as
player safety, fan engagement and content production. This season
we’ll see an increase in operational efficiency as we begin to
leverage AWS’s generative AI capabilities at NFL Media.”
NFL Media has implemented Amazon Q Business, a generative
AI-powered assistant, so users can ask questions and get answers to
a wide range of business intelligence and production questions.
This enables a self-service helpdesk for common technical and
operational questions with detailed and immediate responses.
Additionally, NFL Media has launched a generative AI-powered
research tool built on Amazon Bedrock that enables the
production team to use natural language prompts to retrieve
insights and relevant footage from distinct plays throughout the
NFL’s Next Gen Stats database quicker than ever before.
These developments will boost employee productivity and enable
teams to concentrate on producing high-quality content across NFL
Media’s properties including NFL Network, NFL Films, NFL.com, NFL+,
the NFL app and the NFL Channel on FAST platforms, as well as the
NFL’s social media channels.
"The NFL and AWS share a passion for innovation and we are
excited to continue to drive advancements across the NFL
ecosystem," said Julie Souza, global head of sports at AWS. "As we
look ahead, this partnership represents an opportunity for the NFL
and AWS to reimagine the future of football in a world of quickly
evolving technology. By leveraging AWS's cutting-edge capabilities,
the NFL will unlock new levels of operational efficiency, further
advance player health and safety and deliver unparalleled viewing
experiences for fans worldwide."
Additionally, the partnership extension will build upon several
industry-leading innovations, including:
- Next Gen Stats: The NFL’s proprietary player and ball
tracking platform, Next Gen Stats, benefits the entire NFL
ecosystem as it is utilized by the league, broadcasters, partners,
teams, coaches, scouts and players. The NFL leverages AWS to help
manage the scale, speed and complexity of the enormous data set.
Further, the NFL utilizes AWS’s machine learning capabilities to
help turn the tracking data into advanced statistics that help
contextualize the action on the field.
- Digital Athlete: This cutting-edge injury recognition
and analytics tool provides a complete view of an NFL player’s
experience, using video and data from training, practice and
in-game action. AWS technology runs millions of simulations of
specific in-game and practice scenarios to identify which players
are at risk of injury, enabling coaches and training staff to
develop individualized injury prevention, training and recovery
regimens. The Digital Athlete has also been instrumental in
informing recent rule changes, including the NFL’s new, Dynamic
Kickoff. The NFL used it to model the new kickoff, simulating
10,000 seasons’ worth of the play to better understand potential
risk to players.
- NFL Big Data Bowl: The NFL annually hosts the Big Data
Bowl powered by AWS, a crowd-sourced competition that challenges
applicants to use data and technology to create new insights and
make the game more exciting for fans. To date, more than 50
participants in the competition have been hired by NFL teams or
league vendors to work in football analytics.
- Unified View of the Fan: The NFL has developed a
platform on AWS that combines data from multiple sources to create
a comprehensive view of fans across all touchpoints. By leveraging
AWS’s advanced analytics capabilities, the league can glean deeper
insights into fan behavior, preferences and engagement levels,
enabling more personalized and tailored experiences.
- NFL Schedule: The NFL uses AWS to power its
schedule-making process, running high-performance computing
workloads to find the best possible schedule each year from a
quadrillion possible combinations.
- NFL Films and NFL Media: The NFL utilizes AWS for NFL
Films’ digital archive, ensuring that the league’s invaluable
content is preserved and accessible for generations to come.
Additionally, AWS provides the cloud infrastructure for NFL+,
enabling the NFL to strengthen its direct relationship with fans
and provide greater access to football content.
About Amazon Web Services
Since 2006, Amazon Web Services has been the world’s most
comprehensive and broadly adopted cloud. AWS has been continually
expanding its services to support virtually any workload, and it
now has more than 240 fully featured services for compute, storage,
databases, networking, analytics, machine learning and artificial
intelligence (AI), Internet of Things (IoT), mobile, security,
hybrid, media, and application development, deployment, and
management from 108 Availability Zones within 34 geographic
regions, with announced plans for 18 more Availability Zones and
six more AWS Regions in Mexico, New Zealand, the Kingdom of Saudi
Arabia, Taiwan, Thailand, and the AWS European Sovereign Cloud.
Millions of customers—including the fastest-growing startups,
largest enterprises, and leading government agencies—trust AWS to
power their infrastructure, become more agile, and lower costs. To
learn more about AWS, visit aws.amazon.com.
About Amazon
Amazon is guided by four principles: customer obsession rather
than competitor focus, passion for invention, commitment to
operational excellence, and long-term thinking. Amazon strives to
be Earth’s Most Customer-Centric Company, Earth’s Best Employer,
and Earth’s Safest Place to Work. Customer reviews, 1-Click
shopping, personalized recommendations, Prime, Fulfillment by
Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire
tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology,
Amazon Studios, and The Climate Pledge are some of the things
pioneered by Amazon. For more information, visit
amazon.com/about and follow @AmazonNews.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240910844846/en/
Media Contacts: Liana Bailey liana.bailey@nfl.com
Darlene Capiro dcapiro@amazon.com
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