Amazon Web Services is the Bundesliga's new technology provider. - © DFL Deutsche Fußball Liga
Amazon Web Services is the Bundesliga's new technology provider. - © DFL Deutsche Fußball Liga

Amazon Web Services becomes Bundesliga's new technology provider: new opportunities for fans


The German Football League (Deutsche Fußball Liga, DFL) has become the world’s first football league to establish a cooperation with Amazon Web Services, Inc. (AWS), an company.

As the Bundesliga’s official technology provider, the company will deliver innovations in the areas of match data acquisition and processing in order to further enhance the presentation quality of the Bundesliga and Bundesliga 2. Furthermore, Bundesliga fans the world over will benefit from new personalised content.

The cooperation is the next step in the DFL’s long-term innovation strategy. With the help of the technology supplied by AWS, the overall football experience will be decisively enriched in the following areas.

Real-time statistics and customised content

In future, advanced statistics will be available in real-time during live match coverage and highlights clips on all digital platforms. This will provide Bundesliga fans with new, detailed insights into the match action as it happens and while they are watching their team in action.

Additionally, viewers can personalise content on the league’s digital platforms, tailoring it to their own interests. Utilising AWS cloud infrastructure, advanced machine learning (ML) and artificial intelligence technologies, the right information can be delivered to all fans anytime, anywhere, on any device.

A new football experience

“We are extremely excited to be working alongside AWS to develop the next generation of football viewing experience,” said Bundesliga CEO Christian Seifert. “Innovation means challenging the status quo. Working closely with AWS as one of the most innovative technology companies in the world significantly enhances the investment we’ve made in innovation over the past two decades, all of which contributes to us being able to deliver a world-class football experience for our fans.”

With the second half of the 2019/20 Bundesliga season starting on 17 January, over the coming weeks AWS will begin to deliver insights for every Bundesliga match across mobile, television and web, regardless of their location, and thereby enhance the viewing experience for the league’s rapidly growing global fan base.

This new, next-generation statistics platform on AWS means the Bundesliga will soon be able to offer fans real-time predictions on when a goal is likely to be scored (Expected Goals), identify potential goal-scoring opportunities and highlight how teams are playing tactically. For example, the Expected Goals metric will show how many goals a team is expected to score in light of the quality of their chances created – in real-time while the match is being played.

An enhanced matchday experience

The DFL is also planning to implement AWS’ Machine Learning services. This will provide fans access to individually tailored video content and search results based on their favourite clubs, players or matches. For example, Bayern Munich fans would only see content that interests them, while Borussia Dortmund supporters would only see BVB-related material. And anyone with an interest in individual players like Robert Lewandowski would not miss any information on their favourite stars.

All of which means that in future, fans will not only get the quickest push notifications for goals, but will also have the chance to follow games and clubs in even greater statistical depth.

“As the league with the highest average number of goals per game, and the highest stadium attendance globally, the Bundesliga is one of the most entertaining sports leagues in the world,” said Andy Isherwood, Vice President and Managing Director EMEA, Amazon Web Services, Inc. “We are thrilled to work with the Bundesliga and help them use cloud technology to give football fans around the world a more engaging match day experience and look forward to helping them leverage our deep portfolio of ML and AI services so they can deliver even greater insight into the world’s favourite game.”