Purpose

As artificial intelligence (AI) continues to influence sports league and team operations, the brands providing these services are sponsoring sports properties to demonstrate and communicate their performance capabilities. This article examines Amazon Web Services (AWS) sponsorship with the National Football League (NFL). This sponsorship features functional congruence, which is when a sponsor has a participatory role in performing services for the property.

Design/methodology/approach

The AWS sponsorship with the NFL is captured by examining specially created websites, in-game sponsored elements, and television commercials aired during the broadcast of NFL games. The AWS website focuses on the services profiled in this article.

Findings

AWS provides the NFL with performance-based (on-the-field) and business-based (off-the-field) services. Of particular note, AWS capabilities help the NFL create the game schedule and address the issue of player health and safety. Demonstrating functional congruence appears to be especially valuable in business-to-business marketing where purchase decisions are more focused on brand reliability. AWS television commercials feature the tagline, “if AWS can do this for the NFL, imagine what it can do for your business.”

Originality/value

With the role of AI in sports in its relative infancy, it is imperative to document what services AI brands are performing for a professional sports league. Examining AWS sponsorship with the NFL provides a timely, practical example of how an AI brand communicates and positions itself using sponsorship as a marketing strategy.

中文翻译：

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展示和传播人工智能品牌能力：Amazon Web Services 与美国国家橄榄球联盟 (National Football League) 的赞助

 目的

随着人工智能 (AI) 继续影响体育联盟和球队的运营，提供这些服务的品牌正在赞助体育产业，以展示和传达其表现能力。本文探讨了 Amazon Web Services (AWS) 对国家橄榄球联盟 (NFL) 的赞助。这种赞助的特点是功能一致，即赞助商在为财产提供服务时发挥参与作用。

设计/方法论/途径

AWS 对 NFL 的赞助是通过检查专门创建的网站、游戏内赞助元素以及 NFL 比赛期间播放的电视广告来捕获的。 AWS 网站重点介绍本文中介绍的服务。

 发现

AWS 为 NFL 提供基于绩效（场内）和基于业务（场外）的服务。特别值得注意的是，AWS 功能帮助 NFL 创建比赛时间表并解决球员健康和安全问题。展示功能一致性似乎在企业对企业营销中特别有价值，因为购买决策更注重品牌可靠性。 AWS 电视广告的口号是：“如果 AWS 能为 NFL 做到这一点，想象一下它能为您的企业做些什么。”

 原创性/价值

由于人工智能在体育领域的作用还处于相对初级阶段，因此有必要记录人工智能品牌为职业体育联盟提供的服务。检查 AWS 与 NFL 的赞助提供了一个及时、实用的示例，说明 AI 品牌如何使用赞助作为营销策略进行沟通和定位。