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.
Real Solutions for Real Impact
AI Services Competency
Real-Time Telemetry & Performance Analytics
Ingest and process thousands of sensor data points per second from vehicles, equipment, or wearables to inform split-second coaching and strategy decisions
On-Premises to AWS Workload Migration
Modernize legacy sports infrastructure, including telemetry storage and analytics workloads, into a scalable, cost-efficient cloud environment
Secure AWS Landing Zone for Sports Organizations
Establish a governed, compliant cloud foundation with automated guardrails, continuous monitoring, and CIS-aligned security controls
Athlete Performance & Injury Prevention Modeling
Use wearable, biometric, and performance data to predict injury risk, optimize training loads, and support data-driven player health decisions
Fan Engagement & Personalized Digital Experiences
Deliver low-latency live streaming, real-time stats, personalized notifications, and scalable ticketing experiences for fans globally
Sports Data Lake & Operational Analytics
Centralize performance, operational, and business data into unified dashboards that give front office and coaching staff clear, actionable visibility
Tech Behind The Scenes
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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