The National Basketball Association (NBA) has signed a multi-year partnership with Amazon Web Services (AWS).

Under the deal, AWS becomes the official Cloud and Cloud AI partner of the NBA, WNBA, NBA G League, Basketball Africa League, and NBA Take-Two Media.

Central to the partnership is NBA Inside the Game powered by AWS, a new basketball intelligence platform designed to turn billions of data points into real-time insights for fans. Built on AWS’s AI infrastructure, the system will bring advanced statistics and interactive features to live broadcasts, the NBA App, NBA.com, and league social channels.

Beyond analytics, the NBA will run its global digital products, including the NBA App, NBA.com, and League Pass on AWS, with an aim to deliver more personalised, in-language content to fans worldwide.

This partnership builds on the league’s growing relationship with Amazon.

The 2025–26 season also marks the start of Prime Video’s 11-year media rights deal, streaming 66 NBA regular-season games globally, including the debut doubleheader on Oct. 24: Celtics vs. Knicks and Lakers vs. Timberwolves.

According to the league, the collaboration with AWS is set to not only transform how fans engage with the sport but also strengthen the foundation for the NBA’s future in an AI-driven media landscape.

Ken DeGennaro, executive vice president and head of media operations and technology, said, “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. AWS has a proven track record of delivering unique statistical insights and offering transformative experiences that will resonate with NBA fans around the world.”

Francessca Vasquez, vice president of professional services and agentic AI, AWS, added, “At AWS, we’re excited by the NBA’s vision to push the boundaries of what’s possible in sports. 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. Together, we’re delivering technology that not only enhances live broadcasts and digital platforms, but also transforms how players, coaches, and fans understand basketball."