West Ham United Partners With AWS and Crayon to Build AI Scouting Platform

West Ham United has announced a partnership with AWS and Crayon to develop a club-specific AI scouting platform. The Premier League side will be the first to use an end-to-end recruitment system powered by machine learning and generative AI. The platform will bring physical, technical and contextual data into a single environment, helping scouts and coaches assess players more efficiently and support evidence-based decisions in the transfer market.

The tool is designed to enhance the club’s long-standing focus on talent development by improving how potential signings are identified, analysed and compared. It will use AWS technologies including Amazon SageMaker and Amazon Bedrock to process and benchmark global player data. Crayon will support development through its data and AI expertise, alongside guidance from AWS’s Generative AI Innovation Center.

West Ham said the platform will act as an added layer to traditional scouting and strengthen its ability to source players for both the First Team and Academy.