The Intelligent Pitch: How AI and Tech are Rewriting the World Cup Playbook

Over its 96-year history, the FIFA World Cup has become something of a living laboratory. A lot of new technology has debuted both on and off the pitch: Video Assisted Referees (VARs) in 2018; Semi-Automated Offside Technology (SAOT) in 2022;  Hawk-Eye Goal-Line Cameras; LED screens; and interactive analysis boards. Even the ball itself has a storied history, from its humble origins as an inflated, leather-covered bladder to 2022’s Adidas Al Rihla, equipped with high-frequency motion sensors that transmit positional data 500 times per second.

But with 48 teams competing in 104 matches across three nations, and an anticipated six billion viewers, the 2026 World Cup infrastructure must be load-bearing, not experimental. Because, in many ways, the tournament is a high-stakes proof of concept for AI-enabled infrastructure at scale. And if it all goes according to plan, we won’t just be watching the World Cup; we’ll be sharing an immersive, interactive and connected experience with fans worldwide.

AI Avatars + Insights

AI’s current surge was still fairly new when the 2022 World Cup was held, but AI still made an impact. Now, AI is much less a background tool and much more an integral part of the operational core of fan experiences, athletes’ performance and match integrity.

This includes Football AI Pro, an AI-powered knowledge assistant co-developed by FIFA and Lenovo. This specialized tool orchestrates multiple agents across millions of data points, analyzing more than 2,000 metrics to deliver insights for:

• Analysts: Who can use 3D avatars and video clips to compare team patterns in real time

• Coaches: Who can explore changes in tactics and how successful they might be against their next opponents

• Players: Who can receive personalized analysis of their performance in a match

But this is just one of a suite of AI technologies Lenovo is bringing to the World Cup, with the most visible of these being AI-Enabled 3D Player Avatars. These hyperrealistic virtual models of each of the 1,200+ players will be employed in the Video Assisted Referee system. These representations reduce ambiguity and decision times for referees by providing accurate body posture, position and context in the moment. Previous iterations of VAR avatars were simple and moved awkwardly. While they didn’t necessarily hurt referees’ decisions, they didn’t inspire confidence from the fans watching.

Successfully tested at the FIFA Intercontinental Cup 2025, these avatars — and an increased trust in AI’s capability — have inspired FIFA officials to expand the role of VAR in their official rules for 2026 and beyond.

New POVs for Fans

Fans will also get a more immersive view of the game this year, from the referees’ point of view. The Next Generation Referee View is built on body-mounted cameras that provide referees’ POVs in real time. The high-quality footage is made smoother and steadier than previously possible by AI stabilization software, creating a view never seen before by World Cup audiences. More than just a novel view, this POV will improve transparency and help fans understand the reasons for decisions.

Also, to keep fans from over 100 countries informed and engaged, AI content engines will automatically generate previews, stats, recaps and more in dozens of languages in real time.

Smart Venues and Digital Twins

70,000 fans sharing bandwidth would typically result in congestion and slow wireless connectivity. But World Cup stadiums will be equipped with thousands of Verizon’s under-seat antennas to support data usage (which is expected to exceed 50 terabytes per match). This will help enable smooth in-stadium transactions and touchless concessions.

We’re also in an era where fans aren’t just consuming content; they’re creating it. These 5G networks will enable livestreaming, helping connect personal in-stadium experiences to audiences around the globe.

For officials, organizers and security teams, another of Lenovo’s suite of innovations will make match venues smarter and safer. An Intelligent Command Center will enable real-time monitoring of all operations across North America. It’s capable of detecting patterns in crowd traffic and behavior, anticipating risk and generating summaries for organizers — all through Digital Twin Technology that creates virtual replicas of stadiums. These twins will enable organizers to monitor crowd flows, identify potential security situations and create an optimized event experience.

Outside the stadiums, smart wayfinding systems will be deployed to assist with crowd flow and navigation — as well as connect fan zones and venues across all 16 host cities.

Smart Banking + Cybersecurity

AI-powered smart banking will also have a massive role in the tournament. There will be millions of real-time financial transactions across the nations involved. AI-driven financial analytics will help inform sponsorships, ticketing and betting markets. And AI-powered fraud detection will ensure fast, secure, scalable financial flows and build trust throughout the World Cup’s digital ecosystem.

The downside of the World Cup’s financial potential is the likelihood of fraud and cyberattacks. In fact, a “scam economy” has already emerged around the tournament. Bad actors are impersonating World Cup-associated ticket vendors and merchandisers, and even travel and immigration services.

There’s also significant potential for attacks on power and telecommunications infrastructure. With the event bringing together vast networks across multiple countries, spotting threats will be extraordinarily hard. AI helps here, too.

AI can analyze huge amounts of behavioral data, telemetry and communication patterns in real time, detecting anomalies and identifying suspicious activity. In the context of the World Cup, this means monitoring ticketing systems, payment gateways, hospitality platforms and more — tracking unauthorized access, malicious traffic and other signs of fraud. AI will help filter out false alerts, prioritize genuine threats and automate responses — and it will do so quickly, cutting breach lifecycles short and reducing costs.

A New Standard for Brand Deployment

This year’s World Cup is a high-stakes proving ground for big tech brands like Lenovo and Verizon. These aren’t just sponsorships; these are deep partnerships with sophisticated operational deployments. Getting this right won’t just prove the value of their AI innovations; it will elevate their brand among billions of fans worldwide.

And even after the last match of 2026, the infrastructure upgrades we’ll be seeing will leave a lasting digital legacy for the host cities — integrating these tech brands into host communities for years to come.

These lasting impressions are thanks, in part, to technology. But what makes them memorable are the use cases — how they bring technology to bear on a challenge or how they improve experiences and create relationships between the brands, teams, events and fans.

And this is just the beginning. The 2027 Women’s World Cup is approaching quickly and presents an entirely new set of opportunities for brands on and off the pitch.

Start Building a Strategy

Not every brand is positioned to take on stadium-sized logistics or global events. But the takeaway here isn’t to go big or go home — it’s to seek out opportunities to create experiences that show what you’re capable of, or to elevate something simple into something never seen before.

Material has deep expertise in brand strategy and experience design. We bring behavioral science and data analytics to bear on elevating everyday interactions to forge deep relationships between brands and consumers. We’re uniquely positioned to partner with you to build winning strategies and unforgettable experiences. We can even bring AI into the mix to help you scale your brand’s new approach — possibly even to World Cup proportions.

For companies still waiting for the right use case to bring these kinds of moments to life, don’t. Take a proactive approach. Find ways to use AI and technology to elevate your brand now. Reach out today, and let’s start the conversation.