AWS re:Invent 2025-Tee Off the Future: How Technology Is Transforming Golf & Fan Engagement-SPF101
Source: Dev.to
Overview
AWS re:Invent 2025 – Tee Off the Future: How Technology Is Transforming Golf & Fan Engagement (SPF101)
In this session, Tyler Green from AWS Sports Marketing interviews CBS golf reporter Amanda Balionis and Pro Shop Holdings co‑founder Chad Mumm (creator of Full Swing). They discuss how AWS’s partnership with the PGA Tour processes five million data points per tournament using cloud infrastructure and AI. Key topics include:
- TourCast statistics that enable richer storytelling for broadcasters and fans.
- The Creator Classic, which reached 140 million viewers through YouTube golf influencers.
- AI applications ranging from automated commentary to player‑training optimization.
- The consumer boom in golf, with 15 million new players since COVID‑19.
- Efforts to make the sport more accessible to casual fans via data visualization and shot‑tracking technology.
- Future opportunities such as VR experiences and the potential inclusion of the Olympics as a fifth major.
- Balancing broadcast rights protection with the rise of digital creators, emphasizing that live sports remain central while technology contextualizes performance for broader audiences.
Introduction: AWS and the PGA Tour’s Technology Partnership
Welcome to the sports forum at re:Invent. This immersive showcase highlights how cloud data and AI are reshaping sports worldwide—from the NFL and NBA to the Bundesliga and, of course, the PGA Tour. Today’s focus is golf.
Tyler Green (AWS Sports Marketing) introduces his guests:
- Amanda Balionis – Former in‑house PGA Tour reporter, now with CBS. She has witnessed the evolution of golf media from the inside.
- Chad Mumm – Co‑founder and President of Pro Shop Holdings, creator of Full Swing on Netflix, and behind the recent Prime Video Skins Game revival.
AWS has been the official cloud, AI, and machine‑learning provider for the PGA Tour for years. The Tour’s global golf home in Florida now runs on a fully serverless AWS environment. Highlights of the partnership:
- Processing 5 million data points per tournament (club‑head speed, ball spin, shot trajectories, etc.) in real time.
- Using AI for personalized fan experiences, such as generative‑AI commentary and computer‑vision ball tracking on every green.
- Migrating the entire PGA Tour archival footage library to the cloud, enabling rapid historical look‑ups and contextual storytelling for viewers worldwide.
Amanda Balionis on Golf’s Evolution: From Intimidating to Accessible
Key points from Amanda Balionis:
- In 2011, when she joined the PGA Tour as an in‑house reporter, the prevailing belief was that sports consumption would never shift to websites. Today, most fans under 40 primarily use digital platforms.
- Historically, golf broadcasting catered to “insiders” who needed deep knowledge of courses and terminology. The sport was not designed for casual fans.
- Technology is the bridge that makes golf less intimidating and more inclusive, allowing broadcasters to serve both seasoned enthusiasts and occasional players (e.g., a “36‑handicap” golfer who plays once or twice a year).
- Enhancing broadcasts with data visualizations, shot‑tracking, and AI‑driven insights helps demystify the game and broadens its appeal.
Chad Mumm on Making Golf Exciting: Shot Tracking, Data, and the Consumer Boom
Highlights from Chad Mumm:
- Golf’s traditional broadcast format makes it challenging to showcase player skill and excitement.
- Initiatives like Full Swing and the Creator Classic leverage shot‑tracking and data analytics to create engaging, shareable content for digital audiences.
- The sport has experienced a consumer boom, driven in part by the pandemic, with millions of new participants seeking accessible ways to follow and understand golf.
- By integrating advanced analytics, AI, and immersive technologies (e.g., VR), the industry can attract a broader, younger demographic while preserving the integrity of live competition.