How AWS Helped the NFL, PGA TOUR & NHL Use Data to Drive Results

Sports organizations are under pressure to deliver MORE. Deeper insights, smarter production, and personalized fan experiences. In this episode, AWS Global Head of Sports Julie Souza takes David through 3 high-impact case studies across the NFL, PGA TOUR, and NHL, revealing how each league is tackling its most pressing technology challenges. You’ll hear about the NFL’s use of data modeling and optical tracking, which has contributed to the lowest concussion rate on record and a 79% spike in kickoff returns. Julie shares how the PGA TOUR captures every single tournament shot using AI, and on the production front, how the NHL executed its first fully cloud-delivered broadcast.Julie and David also get into the realities of rights fragmentation, the demand for personalized primary-screen experiences, the future role of AI in officiating, and the pressure to scale production without ballooning costs. In this episode, you’ll hear:How the NFL used data from 500M+ optical tracking points per week to model rule changes that reduced injuries Why the PGA TOUR built “Every Shot Live,” turning only ~15% of televised shots into 100% cloud-captured coverage that localizes broadcasts for global audiencesHow cloud production enabled the NHL to avoid ~2.05 metric tons of CO₂ on a single game and spin up data-driven alternate feedsA pragmatic vision for streaming where fantasy, betting, merch, food delivery, polls, and custom stat overlays live inside the primary feedHow AWS and the NFL navigate one quadrillion schedule permutations across 26,000+ constraints to produce a balanced slate every seasonResources and Links:Connect with Julie Souza on LinkedIn.Learn more about Next League on our website and LinkedIn. We are leading sports organizations into the digital future.Dave’s book is available now! Get your copy of The Business of Sports Technology: How To Make Smart Decisions That Drive Your Organization Forward.