AWS Media Services will be used to stream video and on-demand content directly to fans, delivering fast-round compilations and immersive coverage of their favourite players. New AI tools will create data-driven insights, instant shot commentary and real-time language translation, bringing a new level of accessibility to golf’s global audience.
“Building an AI system that understands golf’s nuances is incredibly complex,” said Nina Walsh, Global Leader for Media, Entertainment, Games and Sports at AWS. “Imagine following a crucial shot on your mobile and instantly understanding the historical success rate, wind impact or how a player performs under pressure — in your own language. That’s the experience we’re building.”
The DP World Tour will also introduce an AI-powered Media Asset Management system, transforming its vast video archive into an intelligent, searchable database. This will allow fans to instantly find highlights, key moments and player-specific content for a truly personalised golf experience.
Bringing Smart Technology to the Course
Spectators attending tournaments will benefit from the next generation of the Virtual Twin, a digital replica of each course built by AWS. Processing over one million data points per event, it combines historical, live and predictive analytics to show the full picture of play — from wind conditions to optimal strategy.
Displayed on course screens and mobile devices, this allows spectators to follow the action from any hole in real time, no matter where they are on the course.
Smarter Operations, Greener Tournaments
Behind the scenes, AWS will power an intelligent operations platform that helps Tour staff make data-driven decisions — from queue management and crowd flow to catering and merchandise demand. Tools such as Amazon Bedrock and Amazon Quick Suite will streamline insights across departments in real time.
As part of its net zero by 2040 commitment, the DP World Tour will also launch Green Drive Live, a sustainability platform built on AWS to monitor and optimise emissions, energy, waste and logistics. Live dashboards will display real-time sustainability metrics both onsite and in the tournament app.
“With AWS, we can deliver a connected and intelligent course with greater consistency and reliability — wherever we are in the world,” said Michael Cole, Chief Technology Officer of the DP World Tour. “A golf tournament is like building a smart city every week, and this partnership allows us to do that more efficiently and sustainably.”
Powering the ‘Tournament-as-a-Service’ Vision
From 2026, AWS integration will drive the Tour’s “Tournament-as-a-Service” model, creating intelligent golf courses capable of delivering consistent, data-rich experiences at every event. This scalable cloud infrastructure ensures the same high-tech delivery across all 42 tournaments in 26 countries — from Dubai to South Africa to Singapore.
