The National Basketball Association (NBA) has struck a groundbreaking multi-year partnership with Amazon Web Services (AWS) to redefine how fans, players and coaches experience the game. AWS will serve as the Official Cloud and Cloud AI Partner of the NBA, WNBA, NBA G League, Basketball Africa League, and NBA Take-Two Media.
At the core of the partnership is NBA Inside the Game powered by AWS, a new cloud-based basketball intelligence platform designed to transform billions of data points into real-time insights, advanced analytics, and interactive fan experiences.
“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 NBA Executive Vice President and Head of Media Operations and Technology Ken DeGennaro.
AWS Vice President Francesca Vasquez added:
“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.”
AI-Powered Advanced Stats
Throughout the 2025-26 season, the NBA will roll out AI-driven statistics that aim to give fans a deeper appreciation for the nuances of the game. Among the most innovative:
- Defensive Box Score – Uses AI to track real-time defensive assignments, quantifying ball pressure, double teams, and switches to credit defenders more accurately.
- Shot Difficulty – Goes beyond makes and misses to measure factors such as a player’s balance, defensive pressure, and positioning, producing an “Expected Field Goal %.”
- Gravity – Captures how a player draws defensive attention and creates space for teammates, quantifying an impact long recognized by coaches but never formally measured.
Play Finder: A First-of-Its-Kind Tool
Another highlight is Play Finder, an AI-powered search engine for basketball plays. By analyzing player movements across thousands of games, Play Finder allows instant retrieval of similar plays, helping broadcasters provide richer context and allowing teams to refine strategies.
The tool will also eventually be available to fans, offering unprecedented insights into offensive sets, defensive schemes, and player tendencies.
Global Reach and Prime Video Integration
The NBA’s collaboration with AWS extends its growing relationship with Amazon. Starting this season, Prime Video begins an 11-year media rights deal featuring 66 regular-season games streamed worldwide. Prime Video will also host NBA League Pass, making it easier for fans to access live and on-demand games.
The first NBA on Prime broadcast will air October 24 with a high-profile doubleheader: Celtics vs. Knicks at Madison Square Garden, followed by Lakers vs. Timberwolves in Los Angeles.
A Future of Smarter Basketball
From advanced metrics to AI-enhanced broadcasts, the partnership signals a major leap in how basketball is consumed globally. Fans will enjoy more personalized, in-language content, while teams gain deeper analytical tools to optimize performance.
By blending cutting-edge AI with the passion of the game, the NBA and AWS aim to push basketball into a new era of intelligence, interactivity, and global accessibility.
