Nascar’s AWS deal sees archive footage head for the cloud

Amazon subsidiary will use AI tools to help series efficiently deliver video content to fans.

Nascar’s AWS deal sees archive footage head for the cloud

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North American stock car racing organisation Nascar has announced a partnership with Amazon Web Services (AWS) that will see more than 70 years of archive footage migrated to the technology giant’s cloud platform.

The deal lists the Amazon subsidiary as the sanctioning body’s preferred cloud computing, cloud machine learning and cloud artificial intelligence (AI) provider.

The agreement will see Nascar utilise Amazon Rekognition, AWS’s intelligent image and video analysis tool, to automatically tag specific video frames with metadata, such as driver, car, race, lap, time and sponsors. The Nascar community will then be able to search those tags to easily find major moments from past races.

Nascar claims that implementing AWS’s technology will save thousands of hours of manual search and allow the series to quickly deliver archive content to fans via video clips on its official website and social media channels.

To kick off the partnership, AWS will this week roll out a new content series on called ‘This moment in Nascar history’, which will feature a weekly clip of an iconic moment from a past race.

“This relationship underscores our commitment to accelerate innovation and the adoption of cutting-edge technology across our sport,” said Nascar chief revenue officer Jon Tuck. “Nascar continues to be a powerful marketing vehicle and will position AWS’s cutting-edge cloud technology in front of industry stakeholders, corporate sponsors, broadcast partners and ultimately our fans.”

AWS’s technology is already being used in motorsport by Formula One, which last year announced the company as its official cloud and machine learning partner to gain access to ‘never-before-seen metrics’.

Commenting on the tie-up with Nascar, Mike Clayville, vice president of worldwide commercial sales at AWS, added: “Nascar is utilising the breadth and depth of our cloud services to enhance the way people experience the sport and deliver even more impactful content to fans.”