Starting this week at the Sony Open in Hawaii, fans can expect a new feature within the PGA Tour mobile app and website, a favorite players hub, powered by AWS technology.
This personalized hub will allow fans to track their favorite players each week by curating up-to-date information, tournament week storylines, as well as real-time stats and highlights, ensuring fans always have the most relevant information on their favorite stars no matter when they check in.
For example, a fan following their favorite player will instantly see his latest round highlights and AI-generated storylines — all automatically updated and personalized without the fan having to search across multiple sources.
The PGA Tour announced Wednesday an expanded partnership with Amazon Web Services, Inc. (AWS). As the Global Official Cloud Provider for the PGA Tour and PGA Tour Champions, AWS turns both on-course data and video capture as well as content from PGA Tour Studios into digital content that offer fans deeper and more personalized engagement.
Since 2021, the PGA Tour and AWS have partnered to deliver technical breakthroughs that are reshaping golf’s digital landscape. Using AWS AI infrastructure in a live production environment, the Tour has modernized operations and scaled production capabilities including:
- AI-driven shot-by-shot commentary to provide real-time analysis in Tourcast of every shot by every player — 30,000 plus shots per tournament.
- Automated story generation that creates personalized content at scale for users of the PGA Tour mobile app, enabling event recaps for all 150+ players in a field.
- A new expansion of the Tour’s scoring system that successfully powered international events such as the Baycurrent Classic in Japan last season. This infrastructure enabled live testing of an advanced technology platform, which will expand delivery of Tourcast to more international tournaments in 2026.
AWS technology also supports the PGA Tour’s World Feed, which formally launched in March 2025. AWS will use generative AI-powered commentary to produce graphics and statistics within the live World Feed to offer fans deeper context to what they see real time in the broadcast, which reaches more than 200 countries and territories.
This continues a string of recent deals announced by the Tour since the start of the year. That includes naming Chipotle Mexican Grill the official Mexican Restaurant, as well as the Official Burrito, Bowl, Tacos and Quesadilla of the PGA Tour and PGA Tour Champions. In addition, the Tour named Viking the Official Cruise Line of the PGA Tour and PGA Tour Champions. The agreement, which currently runs through 2030, will center around a brand awareness campaign for Viking through media and digital placements on various Tour platforms.
This article originally appeared on Golfweek: PGA Tour debuts AWS-powered favorite players hub at Sony Open
