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AWS partners with Toronto sports teams to deliver new betting experiences

| By Daniel O'Boyle
Amazon Web Services (AWS) and Maple Leaf Sports & Entertainment (MLSE) – which owns sports teams such as the Toronto Maple Leafs and Toronto Raptors – have launched a new partnership to deliver experiences including betting and gaming products to fans.
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Under the deal, MLSE – which also owns Toronto FC, and the Toronto Argonauts – will have access to AWS cloud computing and artificial intelligence (AI) technology to improve both gameplay and fan experiences.

This will include augmented reality (AR) and virtual reality (VR) applications where players will have access to both free-to-play gaming and real-money betting products.

“AWS supports many of the world’s most exciting sports organisations with the most comprehensive and broadly adopted cloud offerings,” Matt Garman, senior vice-president of sales and marketing at Amazon Web Services, said. 

“We help organisations like Formula 1 to redesign their cars, the National Football League to train their players and the National Hockey League to pull fans deeper into the game with a growing roster of real-time stats. 

“We’re thrilled to grow our global sports community with MLSE and help them build a winning suite of analytics and machine learning capabilities. Together with AWS, MLSE will continue to strengthen iconic Canadian sports franchises like the Toronto Maple Leafs, Toronto Raptors, Toronto FC and Toronto Argonauts, and help them connect with fans on a more personal level than ever before.”

Humza Teherany, chief technology and digital officer at MLSE, said the group was determined to be on the forefront of technology in sports and that this deal was the latest example.

“As technology advances, and how we watch and consume sports evolves, MLSE is dedicated to creating solutions and products that drive this evolution and elevate the fan experience,” he said. “We aim to offer new ways for fans to connect digitally with their favourite teams while also seeking to uncover digital sports performance opportunities in collaboration with our front offices.”

Ontario – where all of the MLSE teams are located – is set to open up its betting and igaming markets in April, after a bill permitting single-event betting across Canada became law last year, and has already issued its first three licences. However, questions have been raised over whether the approach taken in Canada’s largest province is legal.

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