AWS Enhances Sports Fan Experiences in Canada

The companies aim to build a mixed-reality experience for fans

AWS Enhances Sports Fan Experiences in Canada
Loyalty ManagementLatest News

Published: February 25, 2022

Charlie Mitchell

Amazon Web Services (AWS) has teamed up with Maple Leaf Sports & Entertainment (MLSE) to transform fan experiences in Toronto.

Some of Canada’s best-known sports teams will benefit from the deal, including the Toronto Maple Leafs, Toronto Raptors, Toronto Football Club (FC), and Toronto Argonauts.

Harnessing the AWS portfolio of cloud services, MLSE will bring new services to supporters in the arena, at home, and in the metaverse.

These new services will include augmented reality (AR) and virtual reality (VR) applications to create “Game within the Game” digital experiences for ice hockey, basketball, soccer, and American football fans.

Such experiences will empower supporters to track their favorite players, access real-time insights, participate in free-to-play gaming, and access on-demand sports betting.

Jordan Vader, Senior Vice President of Global Partnerships at MLSE, added:

Tapping into the technology developed by AWS will… enhance how we engage with fans, giving them exciting, personalized experiences in and out of our venues from before the puck drops in the rink to after the final buzzer on the court.

The companies aim to build an at-home and in-stadium mixed-reality experience moving forward. According to AWS, they will do so by combining visual data from cameras around the arena with sensors in players’ jerseys and the puck or ball.

The goal is to create a greater sense of community through their new experiences. Another example is its Digital Arena – also known as “Game Time” in the MLSE teams’ mobile apps.

By offering fans an interactive “second-screen” experience, the platform provides a place for fans to interact with one another, alumni, and even the mascots.

It also includes a trivia game alongside a virtual t-shirt toss to bring parts of the live game experience to fans in their homes. In doing so, MLSE hopes to “provide a consistent real and virtual fan-engagement experience”.

Excited by that prospect, Matt Garman, Senior Vice President of Sales and Marketing at Amazon Web Services, says:

Together with AWS, MLSE will continue to strengthen iconic Canadian sports franchises… and help them connect with fans on a more personal level than ever before.

AWS has a track record of supporting sports franchises. The company works with Formula 1 to redesign their cars and the National Football League to train players.

Interestingly, from a CX perspective, AWS also works with National Hockey League to increase fan engagement through developing a growing roster of real-time stats. Yet, the partnership with MLSE pushes the boat out further, highlighting exciting advances in fan experiences.



Artificial IntelligenceDigital TransformationExtended Reality

Share This Post