NFL and AWS Deepen Partnership to Advance Football Innovation
Since 2017, the National Football League (NFL) and Amazon Web Services, Inc. (AWS) have worked side by side to bring practical technology to the sport. Their newly expanded partnership raises the stakes, leaning on AWS’s artificial intelligence (AI) and machine learning (ML) to turn data into decisions you can see on the field and on screen.
Introducing Tackle Probability
Beginning with upcoming NFL games, the partners will spotlight an AI-driven Tackle Probability model. In plain terms, it estimates—live—the chance a defender completes a tackle in a given moment of the play. The feature draws attention to sure-handed tacklers while also revealing how elusive certain ball carriers can be.
Sharper Game Analysis
The model helps coaches and analysts break down tackling from multiple angles: which attempts became missed tackles, which runners slipped free, and where technique or positioning made the difference. That clarity enriches both defensive and offensive planning, supporting in-game adjustments and steady, week-to-week improvements throughout the season.
Data That Changes How Football Is Played and Watched
Each season, the Next Gen Stats platform records more than 500 million data points. Those signals power precise statistics, fresh visualizations during live broadcasts, and, at times, updates to rules that balance safety with excitement. A clear example is the NFL’s recently introduced Dynamic Kickoff, which drew on rigorous data analysis.
Generative AI in Focus
A key part of the renewed agreement is a deeper push into generative AI to streamline operations and deliver more value across the league. Gary Brantley, the NFL’s chief information officer, underscored what the collaboration is designed to do.
Brantley remarked, “By leveraging data analytics and innovative technologies such as generative AI, we are transforming key areas like player safety, fan relations, and content creation. Fans can expect an even more engaging viewing experience and reliable updates throughout the season.”
Faster Media Workflows, Clearer Answers
NFL Media has adopted Amazon Q Business, a generative AI–powered assistant that lets staff ask complex production questions and receive direct, useful answers. It also functions as a self-service helpdesk, offering real-time support for technical and operational issues. Alongside it, a new AI research tool quickly surfaces insights and footage from Next Gen Stats, shortening the time it takes to find the right clip or statistic and smoothing day-to-day media operations.
More Time for Storytelling
These improvements lift the productivity of NFL Media teams so editors, producers, and writers can spend more time crafting high-quality programming for NFL Network and the NFL app. As the league shows up on traditional TV and across social channels, these tools help content teams keep pace—and keep fans engaged.
Building Together Across the NFL
Julie Souza, AWS’s global sports leader, emphasized the shared commitment to practical innovation and expressed excitement about what’s ahead. The partnership gives both organizations room to test, learn, and scale as technology moves quickly, shaping how the sport evolves.
The extension builds on established initiatives, including:
- Next Gen Stats: A tracking and AI system that delivers rich data to teams, coaches, and fans, informing decisions that play out every game day.
- Digital Athlete: A tool designed to help predict potential injury risk and guide training and recovery strategies, with the aim of supporting player health and safety.
- NFL Big Data Bowl: An annual competition that invites data scientists to uncover insights that translate into better fan experiences.
- Unified View of the Fan: An effort to connect data sources for a clearer understanding of fan behavior and preferences, enabling more personal, relevant experiences.
- NFL Schedule Management: Technology that helps the league evaluate vast schedule combinations to find the strongest matchups and an optimized calendar.
Both organizations remain focused on improving how fans connect with the game. With AWS cloud technology underpinning analysis and media, the NFL is positioned to stay ahead in everything from broadcast presentation to player insights.
About Amazon Web Services
Amazon Web Services is a leading cloud provider offering more than 240 services—spanning AI, machine learning, storage, and analytics—to customers across many industries. AWS continues to expand globally, providing the infrastructure and tools organizations rely on to improve operations and move ideas into production.
About Amazon
Amazon’s approach centers on the customer, pairing innovation with operational discipline. From e-commerce to cloud services, the company works to deliver useful products and reliable services—aiming to help shape the future of technology-driven industries.
Frequently Asked Questions
What’s new in the expanded NFL–AWS partnership?
The NFL and AWS are deepening their work in AI and ML, bringing features like the Tackle Probability model to live games and using generative AI to improve operations, media workflows, and fan-facing experiences.
How will the Tackle Probability model show up during games?
It estimates, in real time, the likelihood that a defender completes a tackle. The model highlights dependable tacklers and elusive runners, giving fans and analysts a clearer view of what’s happening on each play.
How does Next Gen Stats data affect broadcasts and rules?
With over 500 million data points captured each season, Next Gen Stats powers precise on-air visuals and can inform rule updates that balance safety and excitement. The Dynamic Kickoff is a recent example shaped by data analysis.
Where does generative AI fit into NFL Media’s work?
NFL Media uses Amazon Q Business for production questions and self-service support, while a new AI research tool quickly retrieves insights and footage from Next Gen Stats. Together they streamline operations and help teams produce content more efficiently.
Which ongoing projects are part of the collaboration?
The partnership builds on Next Gen Stats, Digital Athlete, the NFL Big Data Bowl, the Unified View of the Fan, and NFL Schedule Management—each focused on smarter analysis, safer play, better fan understanding, and a stronger schedule.
