joseph gabriel ragoncin
news editor
Amazon Web Services has announced an overview of five soccer applications that use artificial intelligence across refereeing, broadcasting, coaching, and fan engagement, with a focus on deployment in Liga MX and Bundesliga.
One of the most prominent uses is in refereeing, where offside decisions remain one of the most controversial calls in the game. AWS Partner Genius Sports is introducing AI-driven semi-automated offside technology to Mexico’s Liga MX, combining optical tracking and 3D digital twins of every player and ball to provide real-time decisions for match officials.
The system is designed to evaluate offside incidents in millimeters and milliseconds. This puts AI at the center of some of football’s most controversial moments, where the speed and accuracy of decision-making can impact both match outcomes and trust in referees.
Broadcast data
In Germany’s top division, the Bundesliga has expanded its use of live data for TV viewers through Match Facts, built on AWS. During matches, viewers can see advanced statistics on-screen, such as goal probability, player speed, and tactical positioning.
The feature leverages 200 million data points per game and is broadcast in over 200 countries. This reflects a broader shift in sports media as leagues and broadcasters look to display richer data to better understand and capture the attention of viewers.
The commentary team also uses AI tools to identify talking points as matches unfold. Built on AWS, Bundesliga’s Data Story Finder automatically discovers narratives from live match data and sends them to commentators in real-time.
According to AWS, the tool generates 2,500 broadcast-ready stories per season, increasing editorial team efficiency by 20%. This use case addresses a practical live sports production challenge: quickly identifying noteworthy trends and moments from a constant stream of information.
coaching analysis
Another area is performance analysis, where clubs review large amounts of video before and after matches. Sportlogiq, now part of Teamworks, uses computer vision tracking data to track every player, ball, and referee frame by frame from broadcast or tactical footage.
The resulting tracking data and metrics are used for advanced match preparation and predictive analysis in scouting and player recruitment. Proposing to the club is easy. Reduce the manual burden of video review and transform raw footage into structured information that coaches and recruiting staff can consume more quickly.
The proliferation of these systems shows that AI in soccer is no longer limited to back-office experiments. It now influences decision-making on the pitch, live storytelling on broadcasts and the way teams evaluate opponents and transfer targets.
fan education
AWS also highlighted fan tools aimed at newer users. The Bundesliga has launched Captain, an AI-based feature of the app that includes a coach mode, described as a personal tutor that adapts to each user’s knowledge level.
This product is targeted at people who follow key conversations about soccer without fully understanding the tactics and terminology of the sport. The Bundesliga is looking to make the game more accessible while maintaining public interest beyond major international tournaments by offering an interactive guide within the league’s app.
Taken together, these examples demonstrate that sports organizations are seeing commercial and operational value in AI. Officiating tools aim to improve accuracy and reliability, broadcast products support viewer engagement, coaching software helps process match footage, and app functionality seeks to grow fan bases by lowering barriers to entry.
For AWS, football provides a high-profile stage to demonstrate how cloud-based AI tools can be applied in an industry that relies on real-time decision-making, visual analytics, and large-scale audience interaction. With billions of fans around the world and constant demand for faster insights, the sport has become a prominent testing ground for these systems.
