AWS Summit NYC 2026 | Luccas Roznowicz, Bundesliga

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More from AWS Summit NYC 2026

Luccas Roznowicz

Head of Technology Partnerships & Sponsoring

Bundesliga

play_circle_outline Bundesliga and AWS: Using Generative AI and 200M-Point Match Data for Real-Time, Personalized Fan Experiences

play_circle_outline Captain — agentic AI companion within Bundesliga app for fan interaction.

play_circle_outline Five-Day MatchMade: S3, AWS Lambda, and AgentCore Drive Rapid Iteration and Higher Fan Retention

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Luccas Roznowicz, Bundesliga

Luccas Roznowicz

Head of Technology Partnerships & Sponsoring Bundesliga

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Gemma Allen

>> Welcome back to theCUBE's coverage here at the Javits Center in New York City. This is AWS Summit 2026 and we are bringing you all the live action happening here on the ground. Join me now for what is a very exciting conversation is Luccas Roznowicz, head of Technology Partnerships at Bundesliga. Welcome, Luccas. So I'm so excited about this because we're at the World Cup here as well at the moment. We have so much soccer excitement happening around us. And you really are a marriage of these two stories, soccer and technology. Talk to me a little bit about your relationship with AWS and what has you in town.

Luccas Roznowicz

>> Yeah, I mean it's actually really a perfect time to be in New York. The World Cup is happening here and we had the AWS Summit here, so perfect timing. Yeah, for us working with AWS is truly a success story for many, many years now. I remember our very first workloads on AWS almost a decade ago now and then becoming an official partner, AWS really transitioned how we work, how we were able to innovate, how we were able to leverage technology also their know-how and their resources. Yeah, we've been with AWS for such a long time and there's a famous saying from the Amazonians, it's always day one. And for the partnership, it also feels like it with the exception that there's a lot of trust and mutual understanding of what we want to achieve both individually and together. So we are excited that this journey is continuing.

Gemma Allen

>> I think when we think about Bundesliga, especially as European, you think about packed stadiums, German football players, the Yellow Wall, you don't necessarily think about the technology driving the enthusiasm and the energy behind an organization like this. You guys have done some pretty innovative stuff, especially in the world of sports tech meets engagement, right? Talk me through some of what you've developed, especially in line with your AWS partnership.

Luccas Roznowicz

>> Yeah, happy to do so. And what you mentioned is what we call football as it's meant to be. So really we want to be authentic and we all also want to be recognized for the Yellow Wall, the excitement. We want to be accessible for everyone. So that's the one part at the same time, we also truly believe in technology and innovation and for that we need strong partners such as AWS. One of our projects from the get go were and still are the Bundesliga Match Facts. So next gen stats for soccer, for Bundesliga, for football, really making millions of data points per game. Back then it was 3.6 million. Now it's 200 million data points per game, making them available and making true statistics out of that, that we're able to understand better how football is played. The deeper story behind the game, you could say that's certainly one of the Leidos projects that we did together. With AWS, we were able to personalize the way Bundesliga fans experience content in our Bundesliga app. For example, in 2024 when everybody maybe was still talking about the first POCs on generative AI, we were already going into production. We were able to produce story-like formats based on Bundesliga articles that were already there, which boosted the engagement in the Bundesliga app because people nowadays want to consume content in a different way and maybe read less articles that get story-like formats with videos. And most of them are actually created automatically without any humans touching it. And that's a lot of opportunities that's only possible through technology and through the access of data. And I mean, today we sit here in New York and we just launched Captain, our new agentic companion that sits within the Bundesliga app and it's just really reshaping how Bundesliga fans are able to connect with our content and data.

Gemma Allen

>> I mean, Captain is so interesting because at the end of the day, technology and sport, it's a dialogue. It's bringing real information to life in real time. Talk me through, Captain, the experience for some of your fans and I guess engagement based that will use that. How real time, how live is this feed? What exactly do you expect folks will kind of get from this? Give me an example of somebody using it, maybe watching a game at home or even in the stadium.

Luccas Roznowicz

>> Yeah. I mean, there's different scenarios on how you can use Captain. The one thing or the one problem that we wanted to solve is that people are in different apps trying to source different data points to understand the game and we wanted to be that one stop shop where people can go to and ask Captain basically any kind of Bundesliga related question, especially when it comes to data and content and get the right and accurate information. So for example, as a fan, when you're watching a Bundesliga game or you're not even watching it, but you're on the train, for example, and you want to know, okay, you get a push notification about Harry Kane scored a goal for Bayern Munich and then you're able to automatically get more information about that goal pushed by Captain to you. And then you can ask any kind of question about, okay, show me more goals of Harry Kane, maybe just within the first half or just scored with his right foot or header. And Captain knows this information that it knows where to find it and it can also compare Harry Kane in that case to other historical players of the Bundesliga. It can understands is it a certain streak that he's right now performing. And you really contextualize very simple information about Harry Kane scored a goal historically, but also when it comes to content and you make this all accessible basically in real time, depending on the query and the model that we're accessing in the background takes a couple of seconds, but I think that's also quite normal when you go that deep into our content depository, but it's very fascinating to see that.

Gemma Allen

>> When we think about the role of AWS as like an enabler, as a development builder, I guess a company that can really help you bring a vision like this to life. So an app like this, like Captain or an agent like this involves a lot of data, a lot of different signals, a lot of aggregation of what has been some very, very heavy and hard to, I guess, orchestrate technology, to bring something that is quite complex to you in real time. Talk about the development process with AWS, building this agent and how this all kind of came to life. How quickly did this happen? What were the learnings? Help us understand the story behind this.

Luccas Roznowicz

>> Yeah, it's actually funny. Roughly one year ago, we sat together in our offices with stakeholders from the entire Bundesliga basically and AWS on a five-day workshop and I think we produced over 2,500 post-its on the days and we came up with an idea of what we wanted to achieve. And it was called MatchMade back then. So it had a different name, but we already knew to some extent where we wanted to be, which is so important because you need to know where you want to go in order then to do the right steps internally and also have the right teams to build something. And along that journey, I mean, technology is evolving so fast that some of the services that we use today like AgentCore, for example, they were not even completely released when we thought about it. And that's also the great thing about AWS. They continue to bring the best services to us. And yeah, as you say, making millions of data points accessible from the stadium to our data hub, which is on S3, of course. And then we leverage AWS Lambda and many other services to push this data then in real time to our services like the Bundesliga app, like Captain who consumes it. That's only possible when you have the latest technology available. But it's not just technology, I want to emphasize it's technology and the right people, the right teams to really think of, okay, what's possible, and then they just also go for it. Sometimes that's also a process and you have to give a lot of freedom to the teams to be creative, I would say. And that's the way that I think we've been very successful from a full aligned workshop to a team that really went all out and all in for it and technology that was right there to support us. Yeah, that's basically now what we see in the Bundesliga app with Captain and it's great to se that the early results of the product are fascinating that the people are more engaged, they stay longer within the app and they come back and that's of course crucial for us in the end also to capitalize on fan engagement.

Gemma Allen

>> So you mentioned that AWS continue to bring some of the best innovations right to you to enable you to grow. What is ahead? What are the next wave priorities? What are going to be on the next wave of poster notes on that wall of the boardroom at Bundesliga? What are you guys working towards?

Luccas Roznowicz

>> So first of all, within Captain, we also launched Coach Mode, which is basically also an opportunity to experience Captain and the data and the content in a more gamified way. So you have the chance there, actually during the World Cup, to earn points for your country and do quizzes, go on streaks in a very gamified way and really for different target groups, both for the expert, but also for the fan that comes into the Bundesliga app for the very first time. And of course we want to roll this out to the Bundesliga then starting in August as well. And then I said that we're collecting 200 million data points per game at the moment and this has drastically increased throughout the last couple of years and we really want to dive deeper in how we can leverage those data points to create new insights, new Bundesliga Match Facts, but also more insights that are truly relevant for the fan and the club. So also for our club in terms of player performance, because we never in the history had so many data points available at our finger points and for us it's now to capitalize on it and we're excited.

Gemma Allen

>> And last question, Luccas, who do you think will win the World Cup?

Luccas Roznowicz

>> I mean, if you ask me what I want to, it's of course the German national team. I mean we have over 100 players of the Bundesliga at the World Cup. We have the second highest attendance there just after the Premier League. So there's a lot of players also that we hope that go really far in the tournament because that in the end also helps us in terms of visibility of those players and fans today are not just following clubs or leagues, they are really following individuals.

Gemma Allen

>> Absolutely.

Luccas Roznowicz

>> So this is helpful for us. If you ask me, everybody says Spain, France, they have the strongest team. I really hope that they host countries like the US go really far. I also think that Portugal and Argentina have really strong teams and are maybe, I don't want to say underdogs because they have Messi and Ronaldo, but I think they have a good shot. But German teams, we're always tournament teams so I look forward to counting on that history.

Gemma Allen

>> Well, as a fellow European, I'm going to keep it in Europe and I'm going to root for Spain. Luccas, thank you so much for joining us on theCUBE.

Luccas Roznowicz

>> Thank you so much for having us.

Gemma Allen

>> I'm Gemma Allen coming to you from theCUBE here on the ground at the AWS Summit 2026, here at the Javits Center, bringing you all of the action and conversations with some of the folks leading the next wave of technology innovation for AWS. Don't go anywhere.

Luccas Roznowicz, Bundesliga

search

Gemma Allen

>> Welcome back to theCUBE's coverage here at the Javits Center in New York City. This is AWS Summit 2026 and we are bringing you all the live action happening here on the ground. Join me now for what is a very exciting conversation is Luccas Roznowicz, head of Technology Partnerships at Bundesliga. Welcome, Luccas. So I'm so excited about this because we're at the World Cup here as well at the moment. We have so much soccer excitement happening around us. And you really are a marriage of these two stories, soccer and technology. Talk to me a little bit about your relationship with AWS and what has you in town.

Luccas Roznowicz

>> Yeah, I mean it's actually really a perfect time to be in New York. The World Cup is happening here and we had the AWS Summit here, so perfect timing. Yeah, for us working with AWS is truly a success story for many, many years now. I remember our very first workloads on AWS almost a decade ago now and then becoming an official partner, AWS really transitioned how we work, how we were able to innovate, how we were able to leverage technology also their know-how and their resources. Yeah, we've been with AWS for such a long time and there's a famous saying from the Amazonians, it's always day one. And for the partnership, it also feels like it with the exception that there's a lot of trust and mutual understanding of what we want to achieve both individually and together. So we are excited that this journey is continuing.

Gemma Allen

>> I think when we think about Bundesliga, especially as European, you think about packed stadiums, German football players, the Yellow Wall, you don't necessarily think about the technology driving the enthusiasm and the energy behind an organization like this. You guys have done some pretty innovative stuff, especially in the world of sports tech meets engagement, right? Talk me through some of what you've developed, especially in line with your AWS partnership.

Luccas Roznowicz

>> Yeah, happy to do so. And what you mentioned is what we call football as it's meant to be. So really we want to be authentic and we all also want to be recognized for the Yellow Wall, the excitement. We want to be accessible for everyone. So that's the one part at the same time, we also truly believe in technology and innovation and for that we need strong partners such as AWS. One of our projects from the get go were and still are the Bundesliga Match Facts. So next gen stats for soccer, for Bundesliga, for football, really making millions of data points per game. Back then it was 3.6 million. Now it's 200 million data points per game, making them available and making true statistics out of that, that we're able to understand better how football is played. The deeper story behind the game, you could say that's certainly one of the Leidos projects that we did together. With AWS, we were able to personalize the way Bundesliga fans experience content in our Bundesliga app. For example, in 2024 when everybody maybe was still talking about the first POCs on generative AI, we were already going into production. We were able to produce story-like formats based on Bundesliga articles that were already there, which boosted the engagement in the Bundesliga app because people nowadays want to consume content in a different way and maybe read less articles that get story-like formats with videos. And most of them are actually created automatically without any humans touching it. And that's a lot of opportunities that's only possible through technology and through the access of data. And I mean, today we sit here in New York and we just launched Captain, our new agentic companion that sits within the Bundesliga app and it's just really reshaping how Bundesliga fans are able to connect with our content and data.

Gemma Allen

>> I mean, Captain is so interesting because at the end of the day, technology and sport, it's a dialogue. It's bringing real information to life in real time. Talk me through, Captain, the experience for some of your fans and I guess engagement based that will use that. How real time, how live is this feed? What exactly do you expect folks will kind of get from this? Give me an example of somebody using it, maybe watching a game at home or even in the stadium.

Luccas Roznowicz

>> Yeah. I mean, there's different scenarios on how you can use Captain. The one thing or the one problem that we wanted to solve is that people are in different apps trying to source different data points to understand the game and we wanted to be that one stop shop where people can go to and ask Captain basically any kind of Bundesliga related question, especially when it comes to data and content and get the right and accurate information. So for example, as a fan, when you're watching a Bundesliga game or you're not even watching it, but you're on the train, for example, and you want to know, okay, you get a push notification about Harry Kane scored a goal for Bayern Munich and then you're able to automatically get more information about that goal pushed by Captain to you. And then you can ask any kind of question about, okay, show me more goals of Harry Kane, maybe just within the first half or just scored with his right foot or header. And Captain knows this information that it knows where to find it and it can also compare Harry Kane in that case to other historical players of the Bundesliga. It can understands is it a certain streak that he's right now performing. And you really contextualize very simple information about Harry Kane scored a goal historically, but also when it comes to content and you make this all accessible basically in real time, depending on the query and the model that we're accessing in the background takes a couple of seconds, but I think that's also quite normal when you go that deep into our content depository, but it's very fascinating to see that.

Gemma Allen

>> When we think about the role of AWS as like an enabler, as a development builder, I guess a company that can really help you bring a vision like this to life. So an app like this, like Captain or an agent like this involves a lot of data, a lot of different signals, a lot of aggregation of what has been some very, very heavy and hard to, I guess, orchestrate technology, to bring something that is quite complex to you in real time. Talk about the development process with AWS, building this agent and how this all kind of came to life. How quickly did this happen? What were the learnings? Help us understand the story behind this.

Luccas Roznowicz

>> Yeah, it's actually funny. Roughly one year ago, we sat together in our offices with stakeholders from the entire Bundesliga basically and AWS on a five-day workshop and I think we produced over 2,500 post-its on the days and we came up with an idea of what we wanted to achieve. And it was called MatchMade back then. So it had a different name, but we already knew to some extent where we wanted to be, which is so important because you need to know where you want to go in order then to do the right steps internally and also have the right teams to build something. And along that journey, I mean, technology is evolving so fast that some of the services that we use today like AgentCore, for example, they were not even completely released when we thought about it. And that's also the great thing about AWS. They continue to bring the best services to us. And yeah, as you say, making millions of data points accessible from the stadium to our data hub, which is on S3, of course. And then we leverage AWS Lambda and many other services to push this data then in real time to our services like the Bundesliga app, like Captain who consumes it. That's only possible when you have the latest technology available. But it's not just technology, I want to emphasize it's technology and the right people, the right teams to really think of, okay, what's possible, and then they just also go for it. Sometimes that's also a process and you have to give a lot of freedom to the teams to be creative, I would say. And that's the way that I think we've been very successful from a full aligned workshop to a team that really went all out and all in for it and technology that was right there to support us. Yeah, that's basically now what we see in the Bundesliga app with Captain and it's great to se that the early results of the product are fascinating that the people are more engaged, they stay longer within the app and they come back and that's of course crucial for us in the end also to capitalize on fan engagement.

Gemma Allen

>> So you mentioned that AWS continue to bring some of the best innovations right to you to enable you to grow. What is ahead? What are the next wave priorities? What are going to be on the next wave of poster notes on that wall of the boardroom at Bundesliga? What are you guys working towards?

Luccas Roznowicz

>> So first of all, within Captain, we also launched Coach Mode, which is basically also an opportunity to experience Captain and the data and the content in a more gamified way. So you have the chance there, actually during the World Cup, to earn points for your country and do quizzes, go on streaks in a very gamified way and really for different target groups, both for the expert, but also for the fan that comes into the Bundesliga app for the very first time. And of course we want to roll this out to the Bundesliga then starting in August as well. And then I said that we're collecting 200 million data points per game at the moment and this has drastically increased throughout the last couple of years and we really want to dive deeper in how we can leverage those data points to create new insights, new Bundesliga Match Facts, but also more insights that are truly relevant for the fan and the club. So also for our club in terms of player performance, because we never in the history had so many data points available at our finger points and for us it's now to capitalize on it and we're excited.

Gemma Allen

>> And last question, Luccas, who do you think will win the World Cup?

Luccas Roznowicz

>> I mean, if you ask me what I want to, it's of course the German national team. I mean we have over 100 players of the Bundesliga at the World Cup. We have the second highest attendance there just after the Premier League. So there's a lot of players also that we hope that go really far in the tournament because that in the end also helps us in terms of visibility of those players and fans today are not just following clubs or leagues, they are really following individuals.

Gemma Allen

>> Absolutely.

Luccas Roznowicz

>> So this is helpful for us. If you ask me, everybody says Spain, France, they have the strongest team. I really hope that they host countries like the US go really far. I also think that Portugal and Argentina have really strong teams and are maybe, I don't want to say underdogs because they have Messi and Ronaldo, but I think they have a good shot. But German teams, we're always tournament teams so I look forward to counting on that history.

Gemma Allen

>> Well, as a fellow European, I'm going to keep it in Europe and I'm going to root for Spain. Luccas, thank you so much for joining us on theCUBE.

Luccas Roznowicz

>> Thank you so much for having us.

Gemma Allen

>> I'm Gemma Allen coming to you from theCUBE here on the ground at the AWS Summit 2026, here at the Javits Center, bringing you all of the action and conversations with some of the folks leading the next wave of technology innovation for AWS. Don't go anywhere.