AWS is the official provider of generative AI for the DFL

The German Football League (DFL) has appointed AWS as its official provider for generative AI. The partnership between AWS and the DFL has been in place since 2020 and the aim now is to strengthen the collaboration and focus on the possibilities of generative AI.

Official provider for generative AI is part of the DFL's innovation strategy

The German Football League launched a new innovation strategy in 2020. The goals of this innovation strategy relate to improved production of all types of media, a better fan experience and better processing of data for statistical purposes.

AWS is also to implement new projects in these areas as an official partner for generative AI.

In the area of fan experience, automated translations, personalized content and the localization of content through generative AI are to be driven forward.

For media production, the focus will be on the cloud infrastructure, which will be used to create an archive of all moving images. In the long term, this will create an archive in which all games, interviews, clips and other recordings will be created.

For data processing, statistics are to be generated by automatically recognizing match events. The statistics portfolios developed for the Bundesliga 1 are also to be gradually transferred to other leagues.

At the sports technology trade fair SportsInnovation in Düsseldorf, AWS and the DFL subsidiary Sportec Solutions presented an initial innovation that uses generative AI and modern large language models (LLMs) to create dynamic match commentaries in real time. The written commentaries can be created in several languages.

DFL's official provider for generative AI to focus on additional benefits for partners and fans

Senior Vice President of Sales, marketing and Global Services at AWS Matt Garman said of the appointment as the DFL's official generative AI provider: "Four years ago, we set out to help the DFL use technology to connect with fans on a personal level, gain new statistical insights and transform internal operations and broadcast workflows. This work lays the foundation for a personalized viewing experience for Bundesliga fans around the world in the language of their choice."

DFL Managing Director Steffen Merkel comments: "The partnership between DFL and AWS sets standards in terms of innovation in global soccer. The focus is always on the additional benefits for media partners, fans and the DFL itself. We are delighted to continue on our successful joint path in the long term and to live up to our claim of being an innovation leader in the world of sport together with the world's largest cloud provider."

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