The Bundesliga has long talked about turning “data into devotion,” and now it has an agentic AI companion in its official app that lets fans chat in natural language, access live stats and historical context, and view personalized video highlights—all without leaving the app.
Bundesliga is the premier professional soccer league in Germany. It built its new AI companion, called Captain, on AWS and embedded it in the official league app. For IT pros, this is more than just a clever sports-tech use case. It’s an early glimpse of what the customer experience will feel like when generative and agentic AI are not bolted on but, instead, become the primary way users navigate data, content, and services.
Understanding Captain
Captain serves as a conversational interface in the Bundesliga app, acting like a knowledgeable friend who watches every game with you. Fans can ask questions like, “How has Jamal Musiala been playing for Bayern this season compared to his national team?” and receive responses grounded in official league data, complete with stats, historical context, and relevant clips.
