Tech Mahindra & AWS sports cloud to transform fan experience

Tech Mahindra and AWS say they will collaborate to offer a comprehensive platform to sports organisations, helping them provide better fan experiences

Tech Mahindra and Amazon Web Services (AWS) have announced they are partnering to build a sports cloud platform, aimed at building next-generation digital capabilities for sports organisations and helping deliver immersive and personalised experiences to sporting enthusiasts worldwide. 

According to research conducted by Deloitte, fan engagement is critical for sporting organisations, convincing fans to spend over US$50bn annually on their favorite teams and leagues.

The sports cloud offering is the result of a strategic collaboration agreement signed between the two organisations in September 2023, with a shared vision to bring sports institutions closer to the fans, and the fans closer to the action.

“Our collaboration with AWS, which offers the broadest and deepest set of cloud services, will transform how fans interact with their favourite sports, creating a dynamic and captivating experience for viewers,” says Jagdish Mitra, Chief Strategy Officer and Head of Growth, Tech Mahindra. “By building Sports Cloud on AWS, we aim to build a personalised, fan-focused community that transcends physical sports. The platform is positioned to disrupt the sports tech industry by providing opportunities for sports organisations and franchises worldwide to create a delightful fan engagement experience that is built on content and community, leading to commerce.”

Sports cloud platform to transform operations and develop new ways to engage fans

The increasing need for enhanced experience among sports fans, the growing adoption of Internet of Things (IoT) experience for efficient management of sports stadiums, and the growing demand for data-driven insights by sports organisations is expected to fuel the overall growth of sports technology. 

As part of the announcement, Tech Mahindra and AWS say they will collaborate to offer a comprehensive digital platform to sports organisations, offering use cases related to content and community engagement, customer data management and audience segmentation, and sports analytics, while delivering immersive stadium-to-home fan experiences by leveraging augmented reality and virtual reality (AR/ VR) and metaverse gamification. The cloud offering will also enable sports organisations to build and transform digital properties of sports teams and franchises, and generate new revenue streams by developing new services and features tailored to audience needs.

Built on AWS, the world’s most comprehensive and broadly adopted cloud, Tech Mahindra’s sports cloud offering will be powered by real-time analytics, AI, machine learning (ML), high-performance compute for AR/ VR, enriched broadcasting, and Web 3.0 technologies, enabling high volumes of digital data to be processed in real-time, and providing sports fans with an elevated experience. The platform will use AWS native services, and specialist AWS services such as AWS Elemental MediaLive for delivering 24/7 linear channels and live events at scale; AWS Elemental MediaConvert for transcoding content for broadcast and multi-screen delivery; Amazon Kinesis Data Streams for storing and ingesting various streaming data in real-time at any scale; and Amazon Managed Blockchain, a fully managed service designed to help customers build resilient Web 3.0 applications on both public and private blockchains. 

Tech Mahindra will also leverage Amazon SageMaker – a fully managed ML service from AWS that enables developers and data scientists to build, train, and deploy ML models for any use – to power AR/VR video and image analytics, and enable fans to experience virtual stadium tours, live events, shopping, and access footage from sporting events.

“AWS provides cloud-enabled technologies that are at the heart of digital innovation, athlete performance optimisation, and epic fan engagement, transforming the way sports are played, analysed, and enjoyed,” comments Samira Bakhtiar, General Manager, Media, Entertainment & Sports at AWS. “Tech Mahindra shares our passion for the sports industry, and our belief that cloud, AI, ML, and emerging technologies will drive the sports technology of the future. 

“Our collaboration with Tech Mahindra will enable leading sports organisations to take the fan experience to the next level by creating immersive experiences, and providing data-driven insights. We are excited about the potential to make sports more engaging and enjoyable for fans, and more productive for sports organisations around the world.”


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