The Seattle Seahawks, of American football’s top-tier NFL, have extended their commercial tie-up with the Amazon Web Services (AWS) division of the retail giant.

Through the deal, AWS will continue as the team’s official cloud provider, and also provide services across areas such as machine learning, AI, and generative AI.

The first tie-up between the Seattle-based team and AWS came in 2019.

This deal comes with AWS having recently extended its wider arrangement with the NFL itself, announced in mid-September.

A new element of the Seahawks-AWS agreement, meanwhile, will see AWS’ generative AI used to improve the team’s “internal digital media processes.”

For example, the Amazon Bedrock system will be used to distribute and summarise Seahawks press conferences across multiple platforms in English, German, and Spanish.

Kenton Olson, vice president of digital and emerging media at the Seattle Seahawks, has said: "By integrating AWS’s services, including Amazon Bedrock, into our digital video distribution workflows, we’ve been able to streamline numerous daily activities including video translation, closed captioning, encoding, and summarizing.”

In terms of recent Seahawks commercial activity, late last month the team announced a new partnership with global merchandising agency, Bensussen, Deutsch and Associates (BDA).

The agreement will see BDA - a domestic partner of the Seahawks since 1984 - serve as the team's official merchandise partner in Germany, Austria and Switzerland.

Those countries are seen as home markets for the Seahawks, as part of the NFL's Global Markets Program.

AWS’ partnership with the NFL was last renewed in 2019 on a five-year deal that ran through the 2023 NFL season.

GlobalData Sport estimated the value of that partnership to be worth $22.5 million annually.