In a groundbreaking collaboration, Tech Mahindra and Amazon Web Services (AWS) have joined hands to develop an innovative sports cloud platform. The partnership, established through a strategic collaboration agreement in September 2023, aims to elevate digital capabilities for sports organizations and deliver immersive, personalized experiences to fans globally.
The sports cloud offering is designed to address the growing demand for enhanced fan experiences, the adoption of IoT in sports stadium management, and the increasing need for data-driven insights by sports organizations. Leveraging the strengths of both companies, the platform will cover various aspects, including content and community engagement, customer data management, audience segmentation, and sports analytics. Additionally, augmented reality (AR), virtual reality (VR), and metaverse gamification will be utilized to enhance stadium-to-home fan experiences.
The comprehensive digital platform will empower sports organizations to transform their digital properties, create new revenue streams, and tailor services to meet audience needs. Punjab Kings, a professional Cricket team based in India, has already embraced this collaboration to engage fans through a fusion of content, community, and commerce.
Satish Menon, CEO of Punjab Kings, expressed enthusiasm about the collaboration, stating, “Combining action from on-and-off-the-field with digital initiatives can create new opportunities for global sporting organizations to engage fans and take them deeper into the game.”
Built on AWS, the world’s leading cloud platform, Tech Mahindra’s sports cloud offering will integrate real-time analytics, artificial intelligence (AI), machine learning (ML), and high-performance computing for AR/VR. This powerful combination will process large volumes of digital data in real-time, providing sports fans with an elevated and engaging experience.
The platform will utilize AWS native services and specialized offerings, including AWS Elemental MediaLive, AWS Elemental MediaConvert, Amazon Kinesis Data Streams, and Amazon Managed Blockchain. Additionally, Amazon SageMaker, a fully managed ML service, will power AR/VR video and image analytics, enabling virtual stadium tours, live events, shopping, and access to footage from sporting events.
Samira Bakhtiar, General Manager of Media, Entertainment & Sports at AWS, highlighted the transformative potential of the collaboration, stating, “Our collaboration with Tech Mahindra will enable leading sports organizations to take the fan experience to the next level by creating immersive experiences and providing data-driven insights.”
Jagdish Mitra, Chief Strategy Officer and Head of Growth at Tech Mahindra, emphasized the commitment to investing in sports tech and creating a dynamic fan-focused community. He stated, “By building Sports Cloud on AWS, we aim to disrupt the sports tech industry, providing opportunities for sports organizations worldwide to create a delightful fan engagement experience that is built on content and community, leading to commerce.”
In conclusion, the collaboration between Tech Mahindra and AWS signifies a major leap forward in sports technology, promising to redefine fan engagement and create unprecedented experiences for sports enthusiasts worldwide.