The ultimate playbook

For 10 years, Amazon Web Services (AWS) has partnered with the National Football League (NFL) to deliver the most sophisticated, scaled implementation of AI technology in sports. We helped bring that story to life in San Francisco, with AWS's first major Super Bowl activation.

AWS and the NFL wrote the ultimate playbook that transformed America's most watched sport and we wanted to show how AWS partners can use the same playbook to transform any businesses.

First, we teased the playbook on social media with a content series celebrating the massive scale and undeniable impact of the AWS x NFL partnership. Then, we invited partners and fans inside the Ultimate Playbook with an immersive experience in the heart of San Francisco, featuring interactive demos and conversations between leading voices in the NFL and tech.