GenAI to be used to broaden commentary options on Bundesliga coverage

The German Football League announced that it has extended its partnership with Amazon Web Services at the Sports Innovation event in Dusseldorf

The German Football League – Deutsche Fußball Liga (DFL) – has extended its partnership with Amazon Web Services, a move that will see GenerativeAI used to support coverage of the Bundesliga and Bundesliga 2.

Announced at Sports Innovation in Dusseldorf today (20 March 2024), AWS will continue as the Official Technology Provider of the DFL in the long run, with an added focus, as the Official Generative AI Provider of the DFL.

The latter will see GenAI added to the DFL media value chain to allow for the creation of multiple versions of match text commentary for international viewers.

“GenAI is the topic of a lot of the conversations we have had [together] and how can we use it to be more efficient,” said Julie Souza, the global head of sports for AWS Professional Services

She revealed that GenAI and large language models (LLMs) will be used to create multiple real-time personalised versions of match commentary during matches.

“This will make games accessible to fans in any language, personality or tone [that they want]. You cannot do this on your own. You need the technology. It will push the industry forward. It’s not technology for technology’s sake.”

DFL subsidiary Sportec Solutions, in collaboration with AWS, is showcasing this innovation during the event. It is still a prototype at this stage.

Steffan Merkel, CEO of the DFL, commenting on the partnership extension with AWS, added: “When we were searching for an innovation partner, we were looking for someone who shares the same mindset. It was a natural choice that we continue and expand the partnership.”

The DFL started working with AWS in 2020. The length of the partnership extension was not revealed.

Sports Innovation 2024 is taking place at the Dusseldorf Arena 20-21 March.