FIFA digital platforms will undergo a major redesign after the football governing body selected Globant to transform its global fan engagement system. The partnership will use artificial intelligence models to create a personalized journey for football fans worldwide.
The collaboration introduces Glob.AI, an AI-native technology services model that utilizes human-supervised AI agents. According to initial pilot tests, the implementation has already demonstrated a 20% efficiency increase in throughput generation while maintaining quality rates. All institutional knowledge and data generated through this system will be secured within a proprietary token vault, ensuring FIFA retains complete ownership of its digital assets.
Redesigning FIFA digital platforms for Global Fans
The integration will focus on three core pillars of the digital system. First, the FIFA ID will serve as a unified fan identity to recognize and reward fans whether they watch from home or attend matches. Second, the official website will evolve into a personalized hub delivering relevant content. Finally, the tournament software will become a customizable platform combining schedules, real-time content, and local host city insights.
Securing Data and Enhancing Efficiency
The transition to an AI-native model aims to simplify how the organization interacts with its global audience. Mattias Grafström, FIFA Secretary General, stated:
“Our goal is to ensure every fan experiences football in a personal way that deepens their emotional connection. With Globant’s continued innovation, we can hold our technology projects to a higher standard and develop a system that learns and adapts to the needs of our global audience.”
Mattias Grafström, FIFA Secretary General
A New Service Delivery Model
The technology provider will deploy its specialized AI Pods to manage the scale of the global audience. Martin Migoya, Co-founder and CEO of Globant, stated:
“With our AI Pods powered by Glob.AI we are building on our five years of collaboration by implementing a whole new service delivery model that moves at the pace of fandom.”
Martin Migoya, Co-founder and CEO of Globant
Expanding the Football Digital Ecosystem
By consolidating first-party data, the organization aims to eliminate anonymous fan interactions. This structured data will help the organization analyze how global fans operate, applying these insights to future tournaments and commercial initiatives. The deployment of these advanced FIFA digital platforms represents a shift toward consumption-based technology models in sports entertainment.
Globant, which employs more than 28,500 people across 35 countries, will continue to support the organization’s digital transformation. The company’s experience in enterprise software development will guide the rollout of these new systems.