Nils Sterenborg

Nils is the former Head of Sports in EMEA for AWS Professional Services. He built a pioneering cloud and AI business in media, retail and sports in the DACH region and expanded its success by building the EMEA sports business unit from the ground up. He was instrumental in building strategic partnerships with leading sports organizations such as F1, DFL and Ferrari Racing, providing capability from strategy to execution. His leadership of AWS’ largest sports and media projects in EMEA and his GTM approaches widely adopted by AWS teams have significantly accelerated the adoption of AWS products and services by sports organizations in the region. He has driven innovation in the sports industry through advanced data analytics, machine learning and AI, boosting revenue, improving performance, establish predictive and AI driven analytics, operational efficiency and fan engagement. He also authored PowerPlay – The Sports Innovation Playbook for sustainable success in spectator sports, a groundbreaking resource addressing the challenges of spectator sports and delivering actionable solutions for organizations, set for publication in July 2025 in German followed by an English version for the international market in February 2026.