Maple Leaf Sports & Entertainment Selects AWS as Cloud Provider

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

MLSE 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 sports moments” and enhanced engagement for fans of the Toronto Maple Leafs, Toronto Raptors, Toronto Football Club (FC), and Toronto Argonauts.

With AWS, MLSE will build solutions that will support every aspect of sporting events: how teams play; how players stay healthy; how fans connect with each other and experience 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 game 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 viewed by coaches to help them strategize.

MLSE will use augmented reality (AR) and virtual reality (VR) applications and Amazon Kinesis to power its planned Game Within the Game digital experience. Fans will be able to track their favorite players and access game insights as well as take part in gaming and sports betting. MLSE will build an at-home and in-stadium mixed-reality experience, by combining visual data from cameras around the arena with sensors in players’ jerseys 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 offers fans an interactive, second-screen experience where they can share and chat with other fans. 

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

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

“As technology advances and how we watch and consume sports evolves, MLSE is dedicated to creating solutions and products that drive this evolution and elevate the fan experience,” said Humza Teherany, chief technology and digital officer, MLSE. 

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