Golf’s global tour is going digital. With Amazon Web Services becoming the Official Cloud Provider of the DP World Tour, tournaments across 26 countries will soon operate like intelligent ecosystems, powered by AI that manages logistics, enhances fan experiences, and cuts emissions in real time.

The partnership will see the DP World Tour tap AWS’s generative and agentic AI capabilities to transform every aspect of the game, from real-time crowd management and data-led operations to personalized broadcasts with instant language translation.

It’s a transformation Nina Walsh, AWS’s Global Leader for Media, Entertainment, Games, and Sports, has long envisioned. She described how agentic and generative AI can be “a small village that gets built for every one of the 42 tournaments as part of DP World Tour” — one capable of scaling globally while reducing its environmental footprint.

“Trying to coordinate all of that without using technology, that hurts my brain. That’s where agentic AI can really be incorporated to help streamline all of those operations,” said Walsh.

AWS’s newly launched Amazon QuickSuite will serve as the central intelligence hub for the Tour, enabling tournament directors to visualize and manage everything from crowd density and food stalls to merchandising in real time. “You can then track all of the FnB requirements, so you make sure that certain stands aren’t running out,” said Walsh. “You can make sure you’ve got enough merchandising, so it’s a really intelligent way of tracking all of that in real time.”

The collaboration builds on AWS’s growing portfolio of sports technology partnerships, including its extensive work with the PGA Tour. Walsh noted that the relationship with the DP World Tour represents “a nice evolution of the work that we were already doing, but now with the DP World Tour, we can take that to a really global audience.”

That global reach is part of the appeal. As Walsh put it, “We have comprehensive coverage of our infrastructure that enables connectivity, low latency, and real-time analytics to be gathered in any corner of the globe.”

For a tournament that moves across continents, the scalability and reliability of AWS’s infrastructure will be critical in enabling the Tour’s “Tournament-as-a-Service” model — creating data-rich courses that operate seamlessly from Dubai to South Africa to Singapore.

“A lot. That’s not the right word, but a lot,” Walsh said, emphasizing the extent of scalability.

The sustainability implications are also significant. By shifting more production and analytics to the cloud, the Tour has already cut its on-site footprint by 87 tons per event, a figure expected to improve further as AWS expands live cloud production.

Still, Walsh sees this as only the beginning of a longer transformation. “The thing that excites me most is we’re really at the beginning of that transformation,” she said. “For us, it’s going to be an amazing journey of before and then after.”