Maple Leaf Sports & Entertainment Selects AWS as Cloud Provider

SEATTLE — Maple Leaf Sports & Entertainment (MLSE) is working with Amazon Web Services (AWS) to “transform” the experiences of sports fans at four Toronto professional teams.

MLSE has selected AWS as its official cloud provider and provider of artificial intelligence (AI), machine learning (ML) and deep learning cloud services, according to AWS last month.

MLSE and AWS are “innovating together” to create and deliver “extraordinary sporting moments” and increased engagement for fans of the Toronto Maple Leafs, Toronto Raptors, Toronto Football Club (FC) and Toronto Argonauts.

With AWS, MLSE will build solutions that support all aspects of sporting events: how teams play; how players stay healthy; how fans connect with each other and experience the games; and how sports franchises operate internally.

MLSE will use AWS’ portfolio of cloud capabilities, including ML, advanced analytics, compute, database and storage services to support its teams and lines of business.

MLSE will be able to process and analyze video footage from cameras at team training facilities and gaming venues in real time to help make in-game decisions, using Amazon Kinesis and Amazon Rekognition. For example, game data stored and analyzed on AWS can be accessed by coaches to help them strategize.

MLSE will use augmented reality (AR) and virtual reality (VR) applications and Amazon Kinesis to power its Game Within the Game digital experience project. Fans will be able to follow their favorite players and access game information, as well as participate in games and sports betting. MLSE will create a mixed reality experience at home and in the stadium, combining visual data from cameras around the arena with sensors in players’ shirts and the puck or ball.

MLSE’s goal is to create a sense of community through platforms, such as its Digital Arena mobile app. The app gives fans an interactive second-screen experience where they can share and chat with other fans.

AWS is “excited” to help MLSE build a “winning suite of analytics and machine learning capabilities,” said Matt Garman, senior vice president of sales and marketing, AWS.

Garman said MLSE will continue to strengthen Canadian sports franchises and “help them connect with fans on a more personal level than ever before.”

“As technology advances and the way we watch and consume sports evolves, MLSE is dedicated to creating solutions and products that drive this evolution and enhance the fan experience,” said Humza Teherany, Director of Technology and Digital, MLSE.

“Taking a cloud-first approach to innovation with AWS allows our organization to experiment with new ideas that can help our teams perform at their best and our fans feel closer to the action.

Norma A. Roth