Google Cloud and PMY Group announce new Generative AI partnership to broadcast sports and events


Google Cloud and PMY Group have entered into a new, multi-year partnership aimed at enhancing fan experiences through generative AI in selected sports, events, and venues. This collaboration will particularly focus on projects with major sports and lifestyle brands, including a notable agreement with LIV Golf.

One of the initial endeavors of this partnership involves LIV Golf, which will introduce various advancements in fan engagement, real-time data streaming, course mapping, and customisable experiences for fans and broadcast viewers. Leveraging PMY’s expertise in infrastructure transformation and data intelligence alongside Google Cloud’s generative AI technologies, the aim is to elevate the fan experience both on and off the golf course.

Utilising Google Cloud’s Vertex AI platform, LIV Golf will introduce the innovative “Any Shot, Any Time” feature on LIV Golf Plus starting in the summer of 2024. This feature will allow fans to choose specific golfers, teams, or groups to watch at any moment, as well as access searchable and customizable highlight reels from any round of LIV tournaments.

Paul Yeomans, Group CEO of PMY commented,“The collaboration between Google Cloud, LIV Golf, and PMY is a result of a perfect synergy—PMY’s global experience across data and major events, Google Cloud’s advanced technologies, and LIV Golf’s innovative approach. Our shared goal is to revolutionise the sports experience and unleash our combined expertise and world-class technologies for one of the world’s most innovative sports properties, LIV Golf.”

Moreover, LIV’s Golf Companion App, powered by Google Cloud’s AI technologies including large language models, will offer fans unprecedented ways to engage with golf events. Features include 3D aerial overviews of venues, real-time statistics, virtual caddy views, and customised competition recaps.

The app is set to launch in summer 2024 and will be available for free download on both Apple and Google Play stores.

Why is this so important?

Beyond the partnership with PMY, Google Cloud has a track record of collaborating with prominent sports and entertainment entities such as Major League Baseball, SoFi Stadium, and the Football Association of England.

This new venture further underscores Google Cloud’s commitment to leveraging its Generative AI technology to enhance fan experiences across various sports and entertainment platforms.