Bundesliga launches Captain, an agentic AI fan companion in its official app

Built by Bundesliga Media on Amazon Bedrock, Captain answers fan questions in natural language and uses AI agents to surface personalised insights during matches; routing about 45% of questions to a cheaper model cut chat service costs by 35% with the same answer accuracy, per the vendor.

Case facts

Organisation

Bundesliga (Bundesliga Media)

Organisation type

League

Sport

Football (soccer)

AI type

AI agents & assistants

Use area

Fan engagement

Region

Europe

Source date

1 June 2026

Source

aws.amazon.com