DFL Doubles Fan Engagement with AI-Driven Bundesliga Stories
The German Football League (DFL) is leveraging artificial intelligence (AI) to enhance fan experiences and boost engagement. Since October, the 'Bundesliga Stories' format, created using generative AI, has doubled the time spent in the Bundesliga app. The DFL also uses AI to break down language barriers and improve real-time data processing.
The DFL's commitment to AI is evident in its use of a serverless architecture from Amazon Web Services (AWS) for real-time data processing. This partnership has led to the development of products that analyze data from 16 to 20 special cameras in each stadium, tracking players and the ball 25 times per second. This generates a staggering 3.6 million data points per game.
The DFL also uses AI to create personalized, data-driven content for international markets. This includes automated video clips of specific players or goals. Moreover, the DFL aims to overcome language barriers using AI, such as through speech-to-speech systems that translate live commentary into local dialects.
The DFL hosts the SportsInnovation trade fair every two years. Here, technology partners can test their solutions in real-time. In 2024, a live broadcast on the Apple Vision Pro headset was showcased. The DFL sees itself as a hybrid sports, media, and tech company, focusing on international competitiveness through innovation.
The DFL's use of AI is not just about replacing traditional methods but enhancing the fan experience while maintaining authenticity. The 'Bundesliga Stories' format is a testament to this, doubling engagement since its launch. With a vertically integrated structure covering the entire value chain, the DFL is well-positioned to continue innovating and leading in the sports tech space.
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