The National Basketball Association (NBA) and Amazon Web Services (AWS) have announced a landmark multi-year partnership that will shape the future of the game through innovation. As part of the agreement, AWS becomes the Official Cloud and Cloud AI Partner of the NBA and its affiliate leagues, including the WNBA, NBA G League, Basketball Africa League, and NBA 2K League.

At the heart of the partnership is the launch of NBA Inside the Game powered by AWS, a cutting-edge basketball intelligence platform designed to transform billions of data points into interactive experiences and insights. Built on AWS’s advanced cloud and AI infrastructure, the platform aims to reimagine how fans engage with basketball while providing new tools for coaches, players, and broadcasters.

The platform will deliver next-generation features that enhance live broadcasts and elevate fan engagement across the NBA App, NBA.com, and league social channels.

“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 has a proven track record of delivering unique statistical insights and transformative experiences that will resonate with NBA fans around the world.”

Francessca Vasquez, AWS Vice President of Professional Services & Agentic AI, 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.”

Leveraging AWS’s AI capabilities, the NBA will provide fans with real-time statistics and analytics during games. These new insights build on player tracking data, which measures the movement of 29 data points per player, contextualized with machine learning to generate advanced live metrics.

Throughout the 2025–26 season, fans will be introduced to several new AI-driven statistics:

Defensive Box Score – Enhances traditional box scores by quantifying individual defensive contributions previously unmeasurable, such as defensive switches, ball pressure, and double teams.
Shot Difficulty – Goes beyond makes and misses by introducing Expected Field Goal %, a metric that factors in orientation, setup, defensive pressure, and player positioning to evaluate the true difficulty of every shot attempt.
Gravity – Quantifies how players affect defences even without the ball, measuring the attention they draw and the space they create for teammates. This system uses custom neural networks and processes optical tracking data 60 times per second to provide unprecedented insights.

Another breakthrough feature, Play Finder, will use AI to analyze player movements across thousands of games. With AWS services such as Amazon Bedrock and Amazon SageMaker, Play Finder allows instant retrieval of similar plays, helping fans and broadcasters understand offensive strategies while giving coaches and teams advanced analytical tools.

Play Finder will also introduce real-time alerts, providing commentators with immediate historical context and strategic insights to enhance live broadcasts. Future iterations will allow fans to explore the nuances of basketball strategy directly within the NBA App.

The NBA’s year-round content ecosystem—including the NBA App, NBA.com, and NBA League Pass—will now run on AWS, enabling new personalized and in-language fan experiences across global markets.

This deal also builds on the NBA’s broader relationship with Amazon. The 2025–26 season marks the start of Prime Video’s landmark 11-year media rights agreement, which will stream 66 regular-season games globally. Prime Video will serve as the exclusive global subscription store for NBA League Pass, while introducing a suite of interactive features.

The partnership kicks off with an NBA on Prime doubleheader on Friday, October 24, 2025, featuring the Celtics vs. Knicks (7:30 p.m. ET) and the Lakers vs. Timberwolves (10 p.m. ET), both playoff rematches that showcase the new era of NBA broadcasting.

By uniting basketball with cloud and AI, the NBA and AWS are redefining how the game is played, analyzed, and experienced—bringing fans closer to the action than ever before.