PGA TOUR uses AWS machine learning and
analytics to bring fans closer to the course and transform how they
experience the world’s greatest golf tournaments
AWS, First Tee, and the TOUR will partner to
empower children and teenagers to build inner-strength, confidence,
and resilience through the game of golf
Today, Amazon Web Services, Inc. (AWS), an Amazon.com, Inc.
company (NASDAQ: AMZN), announced that the PGA TOUR (TOUR) has
selected AWS as the Official Cloud Provider of the TOUR. AWS and
the TOUR are partnering to transform the way golf content is
created, distributed, and experienced, bringing fans closer to the
action on the course while also helping the TOUR streamline its
media operations. With this agreement, AWS becomes the Official
Cloud Provider, Artificial Intelligence Cloud Provider, Deep
Learning Cloud Provider, and Machine Learning Cloud Provider of the
TOUR.
The TOUR will use AWS machine learning, storage, compute,
analytics, database, and media services to quickly process and
distribute video footage from each golf tournament, while also
giving fans new ways to engage with TOUR content. The TOUR captures
hundreds of hours of raw footage at each tournament and will
leverage AWS to rapidly transform this content into exciting new
digital experiences that provide fans with a more complete and
personalized experience across TOUR competition. 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. During a tournament like THE PLAYERS
Championship, fans will have access to more than 32,000 shots from
a starting field of 144 golfers. The fans can choose 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.
The TOUR will also use AWS Media Services to make it faster to
deliver video content for televised event coverage and OTT
streaming for online viewers. To accomplish this, the TOUR will use
AWS to simultaneously process and distribute OTT content,
formatting it for reliable viewing over a variety of delivery
platforms and devices, including smartphones and tablets. Using AWS
Media Services, the TOUR will make tournament footage available
globally to authenticated broadcasters, content subscribers from
AWS, and other sources.
In addition, the TOUR will build a data lake for real-time and
historic multimedia content on Amazon Simple Storage Service
(Amazon S3). The TOUR will 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. The TOUR will then use
Amazon Rekognition (AWS’s deep learning service that makes it easy
to add image and video analysis to applications) 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. Fans, too, will
benefit from enhanced access to years of this tagged and archived
golf footage and highlights through the TOUR’s web and mobile
apps.
To round out the partnership, AWS will become a Trustee of First
Tee, a youth development organization supported by the TOUR that
reaches more than 3.7 million young people across the United States
and select international locations each year, helping them build
their strength of character through the game of golf. As part of
wide-ranging support for First Tee, 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.
“This transformational partnership with AWS will give our fans
the opportunity to experience the PGA TOUR like never before,” said
PGA TOUR Commissioner Jay Monahan. “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.”
“The world’s top sports organizations – for instance, the NFL,
NHL, Formula One, NASCAR, Bundesliga, and now the PGA TOUR –
continue to turn to AWS to help them innovate for their fans and
players at an unprecedented rate,” said Andy Jassy, CEO of Amazon
Web Services, Inc. “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.”
For more information, please visit
www.aws.amazon.com/sports.
About Amazon Web Services
For almost 15 years, Amazon Web Services has been the world’s
most comprehensive and broadly adopted cloud platform. AWS has been
continually expanding its services to support virtually any cloud
workload, and it now has more than 200 fully featured services for
compute, storage, databases, networking, analytics, machine
learning and artificial intelligence (AI), Internet of Things
(IoT), mobile, security, hybrid, virtual and augmented reality (VR
and AR), media, and application development, deployment, and
management from 80 Availability Zones (AZs) within 25 geographic
regions, with announced plans for 15 more Availability Zones and
five more AWS Regions in Australia, India, Indonesia, Spain, and
Switzerland. Millions of customers—including the fastest-growing
startups, largest enterprises, and leading government
agencies—trust AWS to power their infrastructure, become more
agile, and lower costs. To learn more about AWS, visit
aws.amazon.com.
ABOUT PGA TOUR
By showcasing golf’s greatest players, the PGA TOUR engages,
inspires and positively impacts our fans, partners and communities
worldwide.
The PGA TOUR, headquartered in Ponte Vedra Beach, Florida,
co-sanctions tournaments on the PGA TOUR, PGA TOUR Champions, Korn
Ferry Tour, PGA TOUR Latinoamérica, Mackenzie Tour-PGA TOUR Canada
and PGA TOUR Series-China. Members on the PGA TOUR represent the
world’s best players, hailing from 29 countries and territories (94
members are from outside the United States). Worldwide, PGA TOUR
tournaments are broadcast to 216 countries and territories in 28
languages. Virtually all tournaments are organized as non-profit
organizations to maximize charitable giving, and to date,
tournaments across all Tours have generated more than $3.2
billion.
Fans can follow the PGA TOUR on PGATOUR.COM, the No. 1 site in
golf, on the PGA TOUR app and on social media channels, including
Facebook, Instagram (in English, Spanish and Korean), LinkedIn, Twitter, WeChat, Weibo, Toutiao and
Douyin.
About PGA TOUR First Tee Foundation (“First Tee”)
First Tee (www.firsttee.org) is a 501(c)(3) nonprofit youth
development organization that is supported by the PGA TOUR. Its
mission is to impact the lives of young people by providing
educational programs that build character and instill
life-enhancing values through the game of golf. Since its inception
in 1997, First Tee has expanded to reach more than 3.6 million
young people annually through its chapter network, in schools and
at youth centers. Headquartered in Ponte Vedra, Florida, USA,
programs are delivered in all 50 United States and select
international locations. President George W. Bush serves as
Honorary Chair.
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