FIFA turns to Globant to make every fan identifiable

FIFA has expanded its technology relationship with Globant, tasking the digital services company with redesigning its global fan engagement infrastructure around artificial intelligence and a more unified view of supporters.The programme will use Globant’s Glob.AI technology and human-supervised AI agents to connect FIFA’s website, tournament app and FIFA ID, allowing supporter preferences and interactions to carry across different digital touchpoints and competitions.FIFA Secretary General Mattias Grafström said: “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.”The technology will support a more personalised FIFA website, while its tournament app will bring schedules, real-time content and host city information into a customisable platform for supporters attending events.FIFA also plans to strengthen FIFA ID as the link between those services, enabling the governing body to recognise and engage supporters across digital interactions and physical tournament attendance.Initial pilots have delivered a reported 20% increase in throughput efficiency while maintaining or improving quality, providing FIFA with an early operational case for extending AI across its digital infrastructure.Globant co-founder and CEO Martin Migoya said: “We're working with FIFA to shape technology around the fan. 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.”Commercially, the project is significant because it aims to reduce the number of supporters who interact with FIFA anonymously. A unified digital identity can give FIFA stronger first-party insight into audiences across competitions, creating more useful data for content, ticketing, marketing and future commercial programmes.It also supports FIFA’s efforts to maintain direct relationships with fans between major tournaments rather than concentrating engagement around short event windows. AI-driven personalisation gives the governing body the ability to tailor experiences continuously as supporter behaviour changes.FIFA will retain ownership of the institutional knowledge generated within the system, with Globant securing that information inside a proprietary token vault. The structure gives FIFA greater control over the data and AI capabilities developed as the platform expands.