NASCAR enhances the fan experience, accelerates
artificial intelligence efforts, and improves operational
efficiencies by leveraging the cloud
Today, Amazon Web Services, Inc. (AWS), an Amazon.com company
(NASDAQ: AMZN), announced that National Association for Stock Car
Auto Racing (NASCAR) has chosen AWS as its standard for cloud-based
machine learning and artificial intelligence workloads. NASCAR will
use the breadth and depth of AWS technologies to build cloud-based
services and automate processes, including a new video series on
NASCAR.com called This Moment in NASCAR History powered by AWS. The
video series will debut heading into the Monster Energy NASCAR Cup
Series™ race at Michigan International Speedway, sharing the
greatest historical moments in NASCAR racing with viewers. NASCAR
is migrating its 18-petabyte video archive to AWS, and will
leverage Amazon Rekognition—an AWS service that adds intelligent
image and video analysis to applications—to automatically tag
specific video frames with metadata, such as driver, car, race,
lap, time, and sponsors so they can easily search those tags to
surface the most iconic moments from past races. By using AWS’s
services, NASCAR expects to save thousands of hours of manual
search time each year, and will be able to easily surface
flashbacks like Dale Earnhardt Sr.’s 1987 “Pass in the Grass” or
Denny Hamlin’s 2016 Daytona 500 photo finish, and quickly deliver
these to fans via video clips on NASCAR.com and social media
channels.
NASCAR will leverage AWS services to enhance its full range of
media assets including websites, mobile applications, and social
properties for its 80 million fans worldwide. NASCAR plans to use
Amazon SageMaker to train deep learning models against 70 years of
historical footage to enhance metadata and video analytics. With
Amazon Transcribe, an automatic speech recognition (ASR) service,
NASCAR will be able to caption and time stamp every word of speech
within archived videos so that NASCAR video producers can easily
locate source footage via text searches. In addition, NASCAR will
use AWS Media Services, including AWS Elemental MediaLive and AWS
Elemental MediaStore, to support NASCAR Drive, which puts fans in
the driver’s seat using in-car cameras, live audio, and live
leaderboards. These AWS Media Services enable NASCAR to process,
package, and store broadcast video content, including live races,
for delivery to broadcast and industry partners.
“Speed and efficiency are key in racing and business which is
why we chose AWS—the cloud with unmatched performance, the most
comprehensive set of services, and the fastest pace of
innovation—to accelerate our migration to the cloud,” said Craig
Neeb, Executive Vice President of Innovation and Development,
NASCAR. “Leveraging AWS to power our new video series gives our
highly engaged fans a historical look at our sport while providing
a sneak peek at the initial results of this exciting
collaboration.”
“Amazon’s 20 years of machine learning experience, along with
our broad analytics and machine learning capabilities, make us the
best choice for organizations who want to use machine learning to
gain insights into their data and establish new levels of
engagement with their customers,” said Mike Clayville, Vice
President, Worldwide Commercial Sales at AWS. “NASCAR is utilizing
cloud technology to enhance the way people experience the sport and
deliver even more impactful content to fans. AWS’s unmatched
portfolio of cloud services gives NASCAR the most flexible and
powerful tools to bring new elements of the sport to live
broadcasts of races.”
About Amazon Web Services
For 13 years, Amazon Web Services has been the world’s most
comprehensive and broadly adopted cloud platform. AWS offers over
165 fully featured services for compute, storage, databases,
networking, analytics, robotics, machine learning and artificial
intelligence (AI), Internet of Things (IoT), mobile,
security, hybrid, virtual and augmented reality (VR and AR), media,
and application development, deployment, and management from 66
Availability Zones (AZs) within 21 geographic regions, spanning the
U.S., Australia, Brazil, Canada, China, France, Germany, Hong Kong
Special Administrative Region, India, Ireland, Japan, Korea,
Singapore, Sweden, and the UK. Millions of customers—including the
fastest-growing startups, largest enterprises, and leading
government agencies—trust AWS to power their infrastructure, become
more agile, and lower costs. To learn more about AWS,
visit aws.amazon.com.
About Amazon
Amazon is guided by four principles: customer obsession rather
than competitor focus, passion for invention, commitment to
operational excellence, and long-term thinking. Customer reviews,
1-Click shopping, personalized recommendations, Prime, Fulfillment
by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets,
Fire TV, Amazon Echo, and Alexa are some of the products and
services pioneered by Amazon. For more information, visit
amazon.com/about and follow @AmazonNews.
About NASCAR
The National Association for Stock Car Auto Racing, Inc.
(NASCAR) is the sanctioning body for the No. 1 form of motorsports
in the United States. NASCAR consists of three national series
(Monster Energy NASCAR Cup Series™, NASCAR Xfinity Series™, and
NASCAR Gander Outdoors Truck Series™), three regional series, one
local grassroots series, three international series and the
Automobile Racing Club of America (ARCA). The International Motor
Sports Association™ (IMSA®) governs the IMSA WeatherTech SportsCar
Championship™, the premier U.S. sports car series. Based in Daytona
Beach, Fla., with offices in eight cities across North America,
NASCAR sanctions more than 1,200 races in more than 30 U.S. states,
Canada, Mexico and Europe. For more information
visit www.NASCAR.com and www.IMSA.com, and follow NASCAR
on Facebook, Twitter, Instagram, and Snapchat
(‘NASCAR’).
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