The National Basketball Association (NBA) has partnered with Amazon Web Services (AWS) to create AI-powered tools and analytics that enhance basketball analysis and fan engagement.
Under the agreement, AWS will serve as the Official Cloud and Cloud AI Partner of the NBA and its affiliated leagues, including the WNBA, NBA G League, Basketball Africa League, and NBA 2K League.
The partnership introduces NBA Inside the Game powered by AWS, a new platform that will use AI to process billions of data points and provide insights for fans, players, and coaches. The system is designed to turn complex basketball data into accessible, real-time information across NBA platforms such as the NBA App, NBA.com, and social media channels.
“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,” said Francessca Vasquez, VP of Professional Services and Agentic AI at AWS. “Together, we’re delivering technology that not only enhances live broadcasts and digital platforms, but also transforms how players, coaches, and fans understand basketball.”
The NBA will use AWS’ AI tools to produce new types of live statistics and player analytics. The system processes player tracking data that captures 29 data points per player, using machine learning to interpret in-game developments and present insights in real time.
Beginning with the 2025-26 season, the NBA and AWS will roll out new AI-driven metrics, including:
- Defensive Box Score, which identifies defenders involved in key plays and measures their impact through metrics like ball pressure and defensive switches.
- Shot Difficulty, which evaluates shot attempts based on factors such as positioning, defensive pressure, and expected success rate.
- Gravity, which tracks how much attention a player draws from defenders and how that creates space for teammates.
The partnership will also introduce Play Finder, a tool that uses AI to analyze player movement across thousands of games and instantly locate similar plays. Powered by AWS services such as Amazon Bedrock and Amazon SageMaker, the feature allows broadcasters and analysts to access historical context and strategy insights during live games.
Play Finder’s underlying machine learning models will also be available to teams for coaching and front-office analysis.
The NBA App, NBA.com, and NBA League Pass will now run on AWS infrastructure, enabling the delivery of localized and personalized content to fans. The partnership also aligns with Prime Video’s 11-year media rights deal, which includes 67 regular-season games streamed globally and the launch of new interactive viewing features.
“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,” said Ken DeGennaro, EVP and head of media operations and technology of the NBA.