PGA Tour, a premier membership organisation for touring professional golfers, has selected Amazon Web Services (AWS) as its official cloud provider.
With the partnership, the organisation looks to transform the way golf content is created, distributed, and experienced while helping bringing its fans closer to the action on the course and streamline its media operations.
Under the agreement, AWS becomes the official cloud partner for its artificial intelligence, deep learning, and machine learning tasks across its initiatives, according to an official statement.
AWS will offer machine learning, storage, compute, analytics, database, and media services to quickly process and distribute video footage from each golf tournament while giving fans new ways to engage with its content. The TOUR captures hundreds of hours of raw footage at each tournament and will leverage AWS to rapidly transform this content into new digital experiences that provide fans with a more complete and personalized experience across competitions.
For instance, Every Shot Live, an over-the-top (OTT) streaming platform powered by AWS, will give viewers live access to every shot from every player in a tournament. Fans will be able to follow any player in real time and experience each shot via streaming content. In addition, AWS will power TOURCast, an evolution of the TOUR leaderboard that will give fans video game-like control of the golf viewing experience, allowing them to change their viewing perspective with alternative camera angles, navigate around the course, view speed rounds, and display player and shot stats on demand.
PGA will build a data lake for real-time and historic multimedia content on Amazon Simple Storage Service (Amazon S3). It also plans to migrate nearly 100 years of media content to AWS, including video, audio, and images dating back to the 1928 Los Angeles Open and will stream live footage from future tournaments into the data lake. Subsequently, it will use AWS’s deep learning service Amazon Rekognition to automatically tag content with specific metadata like player names and sponsor logos. This will help the TOUR and its content partners search, review, annotate, and package new content, as well as give them instant access to key moments from throughout the TOUR’s history to aid commentary and add depth to event coverage.
“This transformational partnership with AWS will give our fans the opportunity to experience the PGA TOUR like never before. Growing and diversifying our fan base is a top priority for us, and thanks to the collaboration and innovation from AWS, we are creating more ways to experience the game of golf, while personalizing our content to enable fans to engage with the tournaments and players they support,” said PGA TOUR Commissioner Jay Monahan.
AWS will become a Trustee of First Tee, a youth development organization supported by the TOUR. AWS will assist the organization in developing an online community for coaches, parents, and participants where they can access the First Tee curriculum and resources and connect with peers in the program.
“The partnership and experience we create with the TOUR will be unique. Unlike other sports, there’s more than one ball in play on a golf course, which makes it harder for fans to follow how every player is performing. Our collaboration with the TOUR will change the way that fans will be able to connect with the sport by giving them real-time access to virtually every moment on the course and letting them determine how they experience the game,” said Andy Jassy, CEO of Amazon Web Services.
AWS is the cloud partner to several of the world’s leading sports organizations including the NFL, NHL, Formula One, NASCAR, and Bundesliga.