AWS highlights five AI uses in football across leagues

Amazon Web Services has outlined five football applications that use artificial intelligence across officiating, broadcasting, coaching and fan engagement, focusing on deployments in Liga MX and the Bundesliga.

One of the most visible uses is refereeing, where offside decisions remain among the game's most disputed calls. AWS partner Genius Sports has deployed AI-driven Semi-Automated Offside Technology in Mexico's Liga MX, combining optical tracking with a 3D digital twin of every player and the ball to deliver real-time decisions to match officials.

The system is designed to assess offside incidents to the millimetre and in milliseconds. That puts AI at the centre of one of football's most contentious moments, where the speed and accuracy of decisions can affect both match outcomes and confidence in officiating.

Broadcast data

In Germany's top division, the Bundesliga has expanded the use of live data for television audiences through Match Facts built on AWS. During matches, viewers see advanced statistics on screen, including goal probability, player speed and tactical positioning.

The feature draws on 200 million data points per match and appears in broadcasts in more than 200 countries. It reflects a wider shift in sports media as leagues and broadcasters try to deepen viewer understanding and hold attention with richer data presentation.

Commentary teams are also using AI tools to identify talking points as matches unfold. The Bundesliga's Data Story Finder, built on AWS, automatically detects narratives from live match data and sends them to commentators in real time.

According to AWS, the tool generates 2,500 broadcast-ready stories each season and delivers a 20% efficiency gain for editorial teams. The use case addresses a practical live-sport production challenge: quickly identifying notable trends and moments from a constant flow of information.

Coaching analysis

Another area is performance analysis, where clubs review large volumes of video before and after matches. Sportlogiq, now part of Teamworks, uses computer vision tracking data to follow every player, the ball and the referee frame by frame from broadcast or tactical footage.

The resulting tracking data and metrics are used for advanced game preparation and predictive analysis in scouting and player recruitment. The pitch to clubs is straightforward: reduce the manual burden of video review and turn raw footage into structured information that coaches and recruitment staff can use more quickly.

The spread of these systems shows that AI in football is no longer limited to back-office experimentation. It now influences decisions on the pitch, live storytelling in broadcasts and how teams assess opponents and transfer targets.

Fan education

AWS also highlighted fan-facing tools aimed at newer audiences. The Bundesliga has launched Captain, an AI-based feature in its app that includes Coach Mode, described as a personal tutor that adapts to each user's level of knowledge.

The product targets people who follow football's major conversations without fully understanding the sport's tactics or terminology. By offering an interactive guide inside the league's app, the Bundesliga is trying to make the game more accessible while keeping casual users engaged beyond major international tournaments.

Together, these examples show where sports organisations see commercial and operational value in AI. Officiating tools aim to improve accuracy and trust, broadcast products support audience engagement, coaching software helps process match footage, and app features try to widen the fan base by lowering the barrier to entry.

For AWS, football offers a high-profile setting to show how cloud-based AI tools can be applied in industries that rely on real-time decisions, visual analysis and large-scale audience interaction. With billions of fans worldwide and constant demand for faster insight, the sport has become a prominent testing ground for these systems.