Nils Sterenborg is the Global Strategy Advisor for Sports, Gaming & Media at AWS and the former Head of Sports in EMEA for AWS Professional Services.
For AWS, he built a pioneering generative AI business in retail and media in Germany and then extended its success by building the EMEA sports tech industry from the ground up.
He was instrumental in establishing strategic partnerships with leading sports organizations such as Formula 1, DFL, and Ferrari Racing. His leadership of AWS’ largest sports and media projects in EMEA and the efforts of his teams have significantly accelerated the adoption of cloud technology by sports organizations in the region (e.g. UEFA, ATP Media, Alfa Romeo F1 Team).
By implementing advanced data analytics, machine learning, and generative AI technologies, his teams have catalyzed innovation and enhanced the sports industry’s ability to leverage digital transformation to improve performance, fan engagement, and operational efficiency.
