Nils Sterenborg is the Global Strategy Advisor for Sports and Media at AWS and former Head of Sports in EMEA at AWS Professional Services. For AWS, he built a pioneering cloud and AI business in media, entertainment and sports in Germany and then expanded its success by building the EMEA sports technology business from the ground up. He was instrumental in building strategic partnerships with leading sports organizations such as Formula 1, DFL and Ferrari Racing, providing capacity and capability from strategy to execution. His leadership of AWS' largest sports and media projects in EMEA and the efforts of his teams have significantly accelerated the adoption of cloud technology by sports organizations in the region. Through the implementation of advanced data analytics, machine learning and generative AI technologies, his teams have driven innovation and enhanced the sports industry's ability to leverage digital transformation to improve performance, fan engagement and operational efficiency.