The DP World Tour has announced a landmark partnership with Amazon Web Services (AWS) that will see the world’s leading cloud platform become the Official Cloud Provider of golf’s global Tour — a move designed to reshape how the sport is experienced, managed, and sustained.
The partnership brings together two global leaders in innovation. Leveraging AWS’s industry-leading artificial intelligence and data technologies, the DP World Tour will deploy a suite of new tools to enhance the fan experience, streamline tournament operations, and accelerate its sustainability ambitions.
From 2026, AWS Media Services will power live and on-demand coverage across digital and broadcast channels. Fans will be able to watch near-instant highlights, see data-driven shot insights, and even hear AI-generated commentary in their preferred language.
“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 and instantly knowing the distance, the wind effect, the player’s pressure record — all narrated in your own language. That’s the experience we want to deliver to every golf fan worldwide.”
A new AI-powered media asset system will also transform the Tour’s vast video archive into an intelligent, searchable database. Every shot, player and moment will be automatically tagged, allowing for personalised highlights and stories built around fans’ favourite golfers.
For spectators on the ground, AWS will build an enhanced version of the Tour’s Virtual Twin — a digital replica of each golf course that integrates over a million data points per event. Fans on-site will be able to track every hole, player and shot in real-time, even from the opposite side of the course.
Behind the scenes, the same data will drive operational intelligence. Using AWS’s AI and analytics tools, the Tour’s teams will be able to make instant, data-led decisions — from crowd flow and catering to merchandise logistics and safety management.
“A golf tournament is one of the most complex events to deliver in professional sport,” said Michael Cole, Chief Technology Officer at the DP World Tour. “Instead of a single stadium, we are effectively building a smart city every week. With AWS, we can now do that consistently and intelligently in 26 different countries.”
The collaboration marks a major step toward the Tour’s vision of “Tournament-as-a-Service” — a model that uses cloud-based technology to deliver consistent, connected experiences at every event. With AWS infrastructure now underpinning tournament operations, the DP World Tour can scale its model to more venues and regions, offering players, partners and fans the same high-quality experience wherever the Tour travels.
The partnership will also help the Tour progress toward its goal of becoming net zero by 2040. A new data platform, Green Drive Live, powered by AWS, will track and optimise energy, emissions, waste and water use in real time, with live dashboards displayed on-site and in the tournament app. Machine learning models will simulate operational scenarios before each event, helping reduce environmental impact before the first tee shot is struck.
The Tour has already cut emissions through remote broadcasting — saving around 87 tonnes of carbon per event — and AWS’s live cloud production tools will expand that capability further.
Image Credit: DP World Tour
Further Reading for Sport for Business members:
Read our Sport for Business Coverage of Golf
November 20th – Playing for the Planet – A new event focused on Sustainability in Sport with the Department of Culture, Communications and Sport
December 9th – Our 12th Annual Women in Sport Conference in partnership with Lidl.
January – The Sporting Year Ahead 2026 in partnership with Teneo.
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