AWS and PGA Tour partnership shown by screenshot of app and website
AWS underpins many of the PGA Tour's digital offerings (image: Adobe Stock)

AWS and the PGA Tour club together to iron out details of hole new deal fore AI, cloud services

The PGA Tour and AWS have extended their technology partnership, bringing more artificial intelligence to the way the organisation’s tours are watched by golf fans across the world. 

The PGA Tour runs over 35 golf events each year, including the Sony Open played this month in Hawaii. The PGA Tour has worked with AWS for the last four years; the expansion of their existing deal will “accelerate the transformation of how golf content is created, distributed and experienced worldwide”, according to AWS. 

As part of the deal expansion, AWS’ technologies will be used to introduce new features to the PGA Tour mobile app, including a ‘favourite players hub’ which will bring together up-to-the-minute information on individual golfers, such as their stats, “AI generated storylines”, and highlights from their latest round. AWS will also use video from tour events, material from PGA Tour Studios, and other data to help generate new content for golf aficionados. 

AWS and PGA: dream pairing

The pair have been working together since 2021, when AWS became a cloud, machine learning and AI provider for the PGA Tour. At the time, it began delivering machine learning, analytics, storage, compute, database and media services for the tour – allowing the PGA Tour to migrate seven petabytes of multimedia content to S3, as part of a project to set up a new cloud-based media asset management platform. 

Since then, the deal has shifted to reflect changes in the wider technology landscape: for example, in recent years AWS has brought more generative AI capabilities to the tour, creating automated shot-by-shot commentary as each round unfolds.

The Tour also uses Amazon Bedrock, AWS’ service for building GenAI applications, to create a feature predict where a ball in play will land after 1.5 seconds in flight, as well as serving up contextual information about players and events in real-time. The tour also uses AWS to automatically generate content for its mobile app. 

More recently, AWS has also started supporting the PGA Tour’s World Feed – a service aimed at international media companies and their audience. AWS will help auto-generate content to supplement live broadcasts, including GenAI-created commentary that’s been localised for particular markets. 

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Jo Best
Jo Best

Jo has been writing about technology for over 20 years, and has always been fascinated by emerging technologies and innovation. These days, she's particularly interested in the intersection of technology, science, and human health.