Germany’s top soccer (football) league, Bundesliga, announced today it is partnering with AWS to use artificial intelligence to enhance the fan experience during games.

Andreas Heyden, executive vice president for digital sports at the Deutsche Fußball Liga, the entity that runs Bundesliga, says that this could take many forms, depending on whether the fan is watching a broadcast of the game or interacting online.

“We try to use technology in a way to excite a fan more, to engage a fan more, to really take the fan experience to the next level, to show relevant stats at the relevant time through broadcasting, in apps and on the web to personalize the customer experience,” Heyden said.

This could involve delivering personalized content. “In times like this

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