The Seattle Seahawks announced a multi-year extension to their strategic partnership with Amazon Web Services (AWS) to remain the team’s Official Cloud Provider, as well as machine learning, artificial intelligence, and generative AI provider. Under the partnership, the Seahawks will continue to use the depth of AWS’s unmatched cloud technologies to provide data-driven insights that help inform decisions across the club’s football and business operations.

A new element of the extended partnership will include the implementation of AWS’s generative AI services as part of the team’s business operations, starting with a focus on improving the team’s internal digital media processes. The Seahawks will use a generative AI-powered system based on Amazon Bedrock to automate content distribution, transcribing, summarizing, and distributing press conferences to millions of fans across online, social, and mobile channels in English, German, and Spanish. For a look at how the Seahawks are using this technology to streamline their coverage and increase fan engagement, click here.

“Leveraging innovative technology has become vital to optimizing our daily business operations and reducing manual processes,” said Kenton Olson, Seattle Seahawks Vice President of Digital & Emerging Media. “By integrating AWS’s services, including Amazon Bedrock, into our digital video distribution workflows, we’ve been able to streamline numerous daily activities including video translation, closed captioning, encoding, and summarizing. This has resulted in a significant time savings for our team and gets content to our fans faster. We see this as just the beginning of how AWS can make our internal operations more efficient in the future.”

“The Seahawks and AWS have a record of driving advancements on and off the field and we are excited to continue our collaboration,” said Julie Souza, AWS Global Head of Sports. “By leveraging AWS’s comprehensive cloud capabilities, including our cutting-edge generative AI solutions, the Seahawks gain powerful insights to enhance player health and performance, better prepare for upcoming opponents, engage their fans, and boost operational efficiency. This partnership underscores our commitment to empowering sports organizations with the best tools possible to excel.”

The Seahawks first partnered with AWS in 2019. In addition to utilizing AWS for insights on player health, performance and scouting, AWS will continue to provide the team’s football operations with methods for acquiring, storing and streamlining data, as well as assist with new ways to leverage NFL Next Gen Stats., Lumen Field, home of the Seahawks, features 15 of Amazon’s Just Walk Out technology locations, the most of any venue in the world, with total sales per game increasing 112% last season in Lumen’s first store. AWS will also continue to partner with the Seahawks on community engagement efforts in the Pacific Northwest.