Highlights 

  • AWS to implement AI-powered solutions for media, fans, and player experiences at tournaments. 
  • The Agentic AI platform enables real-time operational insights and decision-making for tournament teams. 
  • Green Drive Live monitors energy, emissions, waste, and water to support environmental goals. 

Amazon Web Services, part of Amazon (NASDAQ:AMZN), has been designated the Official Cloud Provider of the DP World Tour, the principal men’s professional golf tour under the European Tour group. The collaboration will integrate AWS’s cloud and AI capabilities to enhance broadcasting, fan engagement, and operational management at tournaments globally. 

Through AWS Media Services and generative AI, the Tour will deliver personalised content to spectators via television, social media, and web platforms. Fans will have access to fast-round video highlights, data-driven shot commentary, and real-time insights with instant multi-language translations. 

Nina Walsh, Global Leader, Industry Business Development for Media, Entertainment, Games, and Sports at AWS, said: “Building an AI system that understands golf's nuances is incredibly complex. Imagine following a crucial shot on your mobile device and instantly understanding not just the distance, but the historical success rate, the impact of the wind, or how the player performs under pressure – all narrated in your preferred language. That's the experience we want to deliver to every golf fan worldwide.” 

Fan Engagement and Media Personalisation 

AWS will deploy an AI-powered Media Asset Management system to automatically tag metadata across the Tour’s video and image library. This system will create a searchable archive capable of identifying players, shots, and key moments, allowing fans to easily access content about their favourite athletes. 

The Tour’s “Virtual Twin” platform will be upgraded to a second generation, generating digital replicas of each golf course. Processing over 1 million data points per tournament, this system combines historical data, live conditions, and predictive analytics to provide detailed insights for fans on-site and via mobile devices. 

Operational Intelligence with Agentic AI 

Tournament operations teams will utilise AWS agentic AI platforms, including Amazon Bedrock and Amazon Quick Suite, to process live data and support decisions related to marshal deployment, concession management, and fan movement.  

Michael Cole, Chief Technology Officer at DP World Tour, said: “A golf tournament is one of the most complex events to deliver in professional sport. Instead of a single stadium, we are building a smart city every week, often in remote locations. With our tournament services now hosted in AWS, we will be able to deliver a connected and intelligent course with greater consistency and reliability, wherever we are in the world.” 

Sustainability Initiatives 

To support the Tour’s net zero carbon target by 2040, AWS will operate the Green Drive Live platform, which monitors energy, emissions, waste, water, and logistics in real-time. Machine learning is applied to optimise environmental performance, and a live emissions dashboard will provide real-time metrics at venues and in the tournament app. 

Since 2024, remote broadcast production has reduced the carbon footprint of each tournament by roughly 87 tonnes.  

About AWS and DP World Tour 

AWS provides global cloud computing, AI, analytics, and other services, with more than 240 fully featured services across 120 Availability Zones in 38 regions. The DP World Tour’s 2025 schedule includes 42 tournaments across 26 countries, including five Rolex Series events and four Major Championships, all contributing to the season-long Race to Dubai Rankings.