NCAA, Google Cloud? What does the cloud have to do with March Madness? Actually, public cloud is increasingly being used and promoted in sports. When you watch the tournament on NCAA, Google Cloud ads will show prominently. Plus, the NCAA has chosen to run its infrastructure on Google Cloud Platform (GCP).
(By the way, have your done your bracket yet? I just did mine – I went chalk and picked Villanova. Couldn’t see my WVU Mountaineers winning it all).
So we will see and hear a lot of Google Cloud in the coming weeks. Google recently announced a multiyear sponsorship deal with the NCAA and will run these ads throughout the upcoming NCAA basketball tournament. Google is hoping to expand its cloud business by taking complex topics such as cloud computing, machine learning and artificial intelligence and making them relatable to a wider audience.
So why does is matter that NCAA and Google Cloud will appear so prominently together this March Madness?
First of all, Google Cloud is always matching wits with the other major cloud providers — and in this case, they’ve had their hooks in various mainstream sporting leagues and events for several years. For example, did you notice the partnership between AWS and the National Football League (NFL)? Both AWS and NFL promote machine-learning capabilities — software that helps recognize patterns and make predictions — to quickly analyze data captured during games. The data could provide new kinds of statistics for fans and insights that could help coaches.
Second, there’s the infrastructure that supports these huge events. I can tell you as a sports fan that me and my mates will all be live streaming football, basketball, golf and soccer (yes the English Premier League) on our phones and tablets wherever we are. We do this while watching the kids play sports, working in the office, and even while we are playing golf – hook it up to cart (a buggy for my UK mates). Many of these content providers are using AWS, Microsoft Azure, GCP, and IBM Cloud to get this content to us in real time, and to analyze it and provide valuable insights for a better user experience.
Or take a look at the Masters golf tournament. Usually IBM and ATT are big sponsors, although the Masters is usually very hush hush about a lot of this. Last year there was a lot of talk of IBM Watson, the Masters and the surreal experience they were able to deliver. This is a really good read on what went on behind the scenes and how Watson and IBM’s cloud delivered that experience. IBM used Machine learning, Visual recognition, Speech-to-text, and cognitive computing to build a phenomenal user experience for Masters viewers and visitors.
The NCAA and Google Cloud are not just ad partners, but the NCAA is also a GCP customer. The NCAA is migrating 80+ years of historical and play-by-play data, from 90 championships and 24 sports to GCP. To start, the NCAA will tap into decades of historical basketball data using BigQuery, Cloud Spanner, Datalab, Cloud Machine Learning and Cloud Dataflow, to power the analysis of team and player performance. So Google Cloud not only gets advertising prominence for one of the most-watched events of the year, it gets a high-profile customer and one of the coolest use cases out there.
Enjoy the tournament – let’s go Cats!