The National Basketball Association (NBA) has entered into a landmark multi-year partnership with Amazon Web Services (AWS) to transform the way basketball is experienced, analysed, and understood.
The collaboration will make AWS the official cloud and cloud AI partner of the NBA, WNBA, NBA G League, Basketball Africa League, and NBA 2K League, ushering in a new generation of real-time, data-driven storytelling for fans and teams alike.
At the heart of this partnership is a new AI-driven platform, NBA Inside the Game, powered by AWS. Built on advanced cloud and machine learning technologies, the platform will process millions of data points captured during every play to provide detailed insights into player movement, shot difficulty, defensive impact, and overall game flow. These insights will be instantly available across NBA broadcasts, the NBA App, and NBA.com, enriching the fan experience of the sport.
The initiative marks a shift beyond traditional box scores. By leveraging AI-based player tracking, the NBA aims to redefine performance metrics, from evaluating defensive effectiveness and off-ball movement to calculating shot probabilities and player gravity, a measure of how much defensive pressure a player attracts. One of the most anticipated features, Play Finder, will allow fans and analysts to search and compare plays from across seasons based on motion data, giving unprecedented context to the evolution of the game.
Commenting on the occasion, Ken DeGennaro, NBA Executive Vice President and Head of Media Operations and Technology, said, “Partnering with AWS provides us with an opportunity to elevate the live game experience through innovation and offer fans a deeper understanding of the game of basketball for years to come. AWS has a proven track record of delivering unique statistical insights and offering transformative experiences that will resonate with NBA fans around the world.”
Francessca Vasquez, vice president of Professional Services & Agentic AI at AWS, added, “At AWS, we’re excited by the NBA’s vision to push the boundaries of what’s possible in sports. This partnership will showcase how cloud and AI can reimagine the game of basketball—from generating new insights to creating experiences that bring fans closer to the game they love.”
The partnership also strengthens the NBA’s digital backbone. By hosting its data and content infrastructure on AWS, the league will enhance the speed, scalability, and reliability of its digital platforms. This will allow for instant, context-rich updates during live games, including AI-generated highlights that identify rare plays or statistically significant moments as they happen.
Behind the scenes, NBA Inside the Game relies on one of the most sophisticated tracking systems in global sports. The system captures up to 29 distinct body points per player in real time, using optical sensors and computer vision to translate motion into precise analytical data. AWS’s powerful computing network ensures these insights are processed and visualized almost instantly, ready for integration into broadcasts, fan apps, and coaching tools.
The rollout of Inside the Game features is planned for the 2025–26 NBA season. For fans, it promises a redefined viewing experience, where every dribble, pass, and defensive rotation can be broken down through the lens of AI-driven insight. For the league, it marks a deeper convergence of sport, science, and storytelling.
This new chapter also builds on the NBA’s expanding relationship with Amazon. The 2025–26 season will mark the first year of Prime Video’s 11-year media rights agreement, with 66 regular-season matchups streaming globally. Prime Video will also serve as the strategic partner and international subscription hub for NBA League Pass, offering live and on-demand access to games across the world.
Together, these initiatives signal the NBA’s commitment to using technology not just to enhance competition but to elevate the entire culture of basketball, transforming how fans watch, learn, and connect with the game.