Lenovo's AI-Powered World Cup Debut
Lenovo, a leading personal-computer manufacturer, is making its debut as an official technology partner of FIFA for the 2026 World Cup. This partnership includes a range of AI-enabled devices such as phones and tablets, an AI assistant available to all participating teams, and the integration of AI into a video system used by referees to assist in officiating matches.
The collaboration was announced in October 2024 and will be fully implemented for the 2026 World Cup, which is expected to be the most complex tournament in history. The event will feature games in 16 cities across three countries, with an expanded field of 48 teams. FIFA estimates that over five million fans will attend the matches in person, while billions more will watch from their homes, offices, local bars, or any location with a reliable internet connection.
Art Hu, Lenovo’s chief information officer, emphasized the importance of ensuring everything works smoothly. “Most of the world is watching, and it creates an unbelievable expectation that you really have to make sure this works,” he said.
A Platform for Tech Giants
The World Cup isn’t just about sports; it also serves as a platform for some of the world’s largest tech companies to showcase their AI capabilities. Google is using the event to demonstrate its advanced search features and agentic ticket booking, while Salesforce’s Slack is being utilized for workforce management across all host cities. Verizon is providing network connectivity at stadiums throughout North America.
One of Lenovo’s standout AI offerings is Football AI Pro, a generative AI tool that analyzes vast amounts of football data, both historical and real-time. This tool can be accessed by coaches, trainers, and support staff through text, video, graphs, and 3D visualizations. For example, it can assess the success rate of a corner kick by players like Lionel Messi or Cristiano Ronaldo.
Hu noted that the goal was to ensure equal access to this technology for all teams, but the decision on how to use the data ultimately rests with the teams themselves. Some may rely heavily on the data provided by AI tools, while others may use it at a high level and leave tactical decisions to their coaches.
Google’s Role in the World Cup
Google has formed partnerships with eight national teams, including the U.S., Argentina, Brazil, and France. Marvin Chow, Google’s vice president of consumer and AI marketing, highlighted the global opportunity to showcase the company’s user-focused AI capabilities. However, the application of these technologies is intentionally subtle, designed to enhance the experience without overwhelming users.
Google’s AI-powered search advancements allow users to view interactive graphics that explain different soccer formations, a significant improvement from traditional search queries that were primarily focused on news articles and summaries. Google Maps and Waze provide real-time data on traffic, road closures, stadium imagery, and live scoring updates.
Chow mentioned that AI agents capable of searching for tickets online are still in the early stages of development. These capabilities are expected to be more refined by the time of the FIFA Women’s World Cup in Brazil in 2027.
RapidSOS and First Responder Support
RapidSOS, a company that connects data from over 723 million devices, apps, and sensors to 911 and other first responders, is working directly with FIFA and major stadiums in cities like Atlanta and Kansas City. The company aims to improve AI translation and streamline data sharing during the World Cup.
Zach LaValley, RapidSOS’s chief technology officer, explained that the influx of international fans could pose challenges for public safety, particularly for non-English speakers. “When things get real and the shit hits the fan, people go to their native tongue to express themselves,” he said.
AI-driven transcription will be integrated into local 911 calls within stadiums, reducing the time first responders spend identifying the language being spoken and finding a translator. RapidSOS also collaborates with FIFA and stadiums to share details about stadium layouts and access ramps with emergency agencies, while contacting a designated point person during emergencies.
“The whole thing is how do we make sure you are safe when you come to the World Cup and basically try to break down corporate and virtual data silos,” LaValley added.
Sportradar and Match Integrity
Sportradar, a provider of technology and data services to sports betting companies, works closely with major leagues including FIFA, NHL, and NBA. The company uses machine learning and AI to detect unusual patterns that may indicate illegal match fixing attempts.
Behshad Behzadi, Sportradar’s chief product, technology, and AI officer, emphasized the significance of the World Cup as the largest betting event globally. “We expect up to $50 billion overall turnover, which is the total amount of bets being placed,” he said. “We play a big role in providing integrity services for different sports, including FIFA.”
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