Industries > Sports
Driving Innovation in Sports
ATG helps sports organizations harness AWS to elevate performance, fan engagement, and operational efficiency. From real-time analytics to scalable digital experiences, we deliver cloud solutions that turn every play, player, and fan interaction into a competitive advantage.
From Data to Dominance
Solving the Toughest Challenges in Modern Sports
ATG brings the precision and power of AWS to every level of sports performance and operations. We help teams, leagues, and organizations make faster decisions, improve fan engagement, and optimize business operations — all through secure, scalable cloud innovation.
Real-Time Analytics For Smarter Decisions
We design AWS-powered analytics platforms that deliver live insights during the game or race. Coaches, drivers, and analysts get instant visibility into performance data, enabling faster adjustments and smarter calls when it matters most.
Fan Experience & Digital Experience
Using data, AI, and scalable content delivery, we help organizations personalize fan experiences across apps, broadcasts, and events. Our cloud solutions turn engagement into loyalty and bring fans closer to the action than ever before.
Cost Control & Operational Efficiency
From scheduling and logistics to facility management, we streamline operations through automation and data-driven visibility. AWS infrastructure lets teams reduce overhead, optimize resources, and focus on performance instead of administration.
Data Security & Compliance
We protect sensitive athlete, medical, and performance data with AWS’s most advanced security and governance controls. ATG ensures your data is managed responsibly, keeping trust, privacy, and compliance front and center.
Building Competitive Advantage With AWS
Top AWS Services Powering the Future of Sports
AWS offers the tools sports organizations need to perform, engage, and operate at the highest level. From real-time analytics to fan engagement and operational efficiency, ATG helps sports teams identify and implement the right AWS services to accelerate innovation and performance.
AWS IoT Core
Connect and manage data from sensors, equipment, and wearables to monitor performance and environment conditions in real time.
AWS QuickSuite
Visualize key metrics and trends from across your organization with interactive dashboards — helping decision-makers see insights clearly and act faster.
AWS DynamoDB
Handle millions of fan interactions, ticketing updates, and player stats instantly with a fully managed, highly available NoSQL database designed for peak performance.
Amazon CloudFront
Deliver live and on-demand video streaming with low latency for fans around the world, ensuring seamless, high-quality digital experiences.
Amazon SageMaker
Develop, train, and deploy machine learning models that predict performance, prevent injuries, and enhance strategic decision-making using your own sports data.
Amazon Lambda
Run code instantly in response to events — perfect for automating in-game analytics, updating leaderboards, or triggering personalized fan notifications without managing servers.
Amazon Kinesis
Capture, process, and analyze real-time streaming data from sensors, cameras, and wearables to inform split-second decisions during gameplay or races.
Driving Data. Speeding Innovation.
Accelerating Performance and Precision for a Leading NASCAR Team
When a top NASCAR organization set out to modernize its data systems and enhance race-day intelligence, they turned to ATG and AWS. Our team helped them migrate critical workloads to AWS, implement real-time analytics to improve driver performance, and build a secure cloud foundation for long-term scalability. The result — faster insights, smarter decisions, and a cloud environment ready to perform at championship speed.
Building a Modern, Scalable Foundation in the Cloud
We migrated the team’s on-premise systems — including telemetry data storage and analytics workloads — to AWS using proven methodologies for speed and stability. This move enabled real-time access to performance data, seamless collaboration, and significant improvements in infrastructure agility and cost efficiency.
Key AWS Services:
AWS Migration Hub, AWS Database Migration Service (DMS), AWS S3, AWS EC2
Turning Race Data Into Real-Time Advantage
ATG & AWS implemented a real-time data pipeline to collect and process sensor data from cars, pit crews, and race environments. This allowed engineers and strategists to make faster, data-informed adjustments during races, improving performance and safety under pressure. The new analytics framework gave the team the ability to analyze thousands of data points per second — transforming raw telemetry into actionable insights.
Key AWS Services:
Amazon Kinesis, AWS Lambda, Amazon SageMaker, Amazon QuickSight
Establishing a Secure, Compliant Cloud Environment
To support scalability and ensure long-term operational excellence, ATG deployed a secure AWS Landing Zone with automated guardrails, governance policies, and compliance controls. The environment was designed to align with the CIS Top 18 framework, providing continuous monitoring, identity management, and automated remediation to maintain security and control without slowing innovation.
Key AWS Services:
AWS Control Tower, AWS Organizations, AWS Security Hub, AWS IAM, AWS Config
Why ATG
What Sets Us Apart
What sets ATG apart is our ability to merge real-world sports knowledge with deep AWS technical expertise. We understand the intensity and precision required in high-performance environments — whether that’s milliseconds on the track or real-time analytics on the field. Our team builds solutions that are fast, secure, and designed to give teams a measurable competitive edge, not just more technology to manage.
Sports teams partner with ATG because we don’t just implement tools — we help them win with data. From migrating workloads and setting up secure landing zones to deploying live analytics and fan engagement platforms, every solution we deliver is purpose-built to perform under pressure. We bring the same mindset as the teams we serve: relentless preparation, execution at speed, and a commitment to excellence that drives results on race day and every day after.
AWS innovation built for those who live to perform.
- Authority to Operate
- Select Tier Training
- Managed Service Provider
- Well-Architected Partner Program
- Generative AI Services Competency
- Cloud Operations Services Competency
- Digital Workplace Services Competency
- AWS Marketplace Skilled Consulting Partner
- Migration and Modernization Services Competency
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Learn More About AWS in Sports
Explore our guides, blogs, and best practices to learn how smarter tools and proven frameworks can simplify cloud operations. These resources give your team practical insights to improve efficiency, strengthen security, and cut costs on AWS.
William Hill PLC, a leading casino and sportsbook, partnered with Aligned Technology Group for support in M&A, cloud security, and technology integration. Aligned provided strategic consulting, technology advisory, and security services, ensuring seamless separation, integration, and establishment of core programs for the North American operations.
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