AWS re:Invent 2025 - Next-Gen Media Production: Amazon Nova reinventing Bundesliga Content (SPF309)

Scaling Content Production and Fan Engagement with AWS at Bundesliga

Bundesliga's Partnership with AWS

• Bundesliga, Germany's premier soccer league, has been building on AWS since 2016 and made AWS the official technology provider in 2020.
• The partnership focuses on three key pillars:
  1. Data and sports analytics
  2. Media production and content scaling
  3. Personalized fan experiences

Scaling Content Production with AI

Bundesliga Match Reports

• Automated match report generation using AWS Lambda, OpenSearch, and multi-modal prompting with Amazon Nova.
• Saves editors 90% of time, allowing them to produce 20 additional content articles per match day.
• Amazon Nova provides 70% applicable corrections to the generated reports.

Bundesliga Stories

• Transforms existing articles into short-form, swipeable "stories" for the Bundesliga app.
• Uses a 3-step workflow with Amazon Rekognition and Amazon Nova for image selection and assignment.
• Editors save 80% of time creating stories compared to writing from scratch.
• Amazon Nova reduces the cost of this process by 70%.

Scaling Global Content Localization

• Bundesliga has over 1 billion fans worldwide, but most content is produced in German or English.
• Bundesliga built an AI-powered video localization solution using AWS services:
  • Amazon API Gateway, SQS, and Step Functions orchestrate the workflow.
  • Amazon Transcribe, Translate, and a partner solution from DeepDub AI handle the localization tasks.
• Reduces video localization time by 75% and costs by 3.5x using Amazon Nova.
• Allows media partners to provide feedback, which is used to improve translations.

Enhancing Fan Engagement with AI

Bundesliga Matchmate

• An AI-powered, personalized fan companion within the Bundesliga app.
• Uses dynamic workflows and text-to-SQL conversion to answer complex statistical questions.
• Integrates with a video search service to surface relevant match highlights.
• Enables Bundesliga to scale personalized content delivery 5x per user.
• Reduces costs by 35% using Amazon Nova.

Key Takeaways

• Bundesliga leverages AWS and AI/ML technologies to scale content production, localization, and personalized fan experiences.
• Solutions like automated match reports, Bundesliga Stories, and Matchmate demonstrate significant time and cost savings.
• Amazon Nova is a key enabler, providing high-quality, cost-effective language models for various use cases.
• The partnership with AWS allows Bundesliga to become the most fan-centric football league in the world.