The National Basketball Association (NBA) has entered into a multi-year partnership with Amazon Web Services (AWS) to launch NBA Inside the Game, a new basketball intelligence platform designed to give fans unprecedented access to AI-powered stats and analytics. The platform, built on AWS’s artificial intelligence infrastructure, will be available across the NBA App, NBA.com and the league’s social media channels, offering deeper insights into teams, players and matches.

In an Amazon media statement issued on October 2, the company said the tie-up would transform how fans experience live basketball by blending cutting-edge AI with real-time player tracking data. AWS becomes the official cloud and cloud AI partner for the NBA and its affiliate leagues, including the WNBA, NBA G League, Basketball Africa League and NBA 2K League. The platform will also enhance live broadcasts, equipping fans and broadcasters with new statistics that explain game dynamics like never before.

A significant part of the agreement sees Prime Video secure an 11-year media rights deal with the NBA and WNBA. Starting in 2025, Prime Video will exclusively stream 66 regular-season NBA games, including the Emirates NBA Cup and playoff matches, while regular and postseason WNBA coverage begins in 2026. This marks a major milestone for the streaming giant as it expands its footprint in live sports.

Ken DeGennaro, NBA’s Executive Vice President and Head of Media Operations and Technology, said the collaboration would help “elevate the live game experience through innovation” and give fans a deeper appreciation of the sport. Francessca Vasquez, Vice President of Professional Services & Agentic AI at AWS, added that the partnership would “showcase how cloud and AI can reimagine the game of basketball—from generating new insights to creating experiences that bring fans closer to the game they love.”

The new features will roll out gradually, beginning with advanced stats such as the Defensive Box Score, which highlights individual defensive efforts often overlooked in traditional box scores; Shot Difficulty, which calculates expected field goal percentage by factoring in positioning, setup and defensive pressure; and Gravity, a metric that quantifies how certain players draw defensive attention and create space for teammates. These insights will be available during live games, including NBA on Prime broadcasts, giving fans an entirely new way to understand basketball strategy.

Another key innovation is Play Finder, a tool powered by AWS services like Amazon Bedrock and SageMaker. It enables fans, broadcasters and even teams to search thousands of game plays at a granular level, combining outcomes with analytics to identify strategies in real time. The system will also send alerts to commentators, helping them add strategic depth during broadcasts.

With the NBA boasting over 2.5 billion social media followers globally, this partnership is positioned to take fan engagement to new heights. Beyond statistics, the collaboration will personalize fan experiences across languages and regions while extending NBA League Pass streaming through Prime Video internationally.

The inaugural NBA on Prime season tips off October 24 with a doubleheader featuring the Boston Celtics against the New York Knicks, followed by the Los Angeles Lakers hosting the Minnesota Timberwolves. Both games are rematches from the 2025 NBA Playoffs, setting the stage for what the league and Amazon hope will be a transformative new chapter in basketball viewing.