FIFA selects Globant to build an AI-powered global fan ecosystem

FIFA has selected Globant to redesign its digital fan ecosystem around a connected identity, personalised content and human-supervised artificial intelligence.

The work will link three central elements: FIFA ID, FIFA.com and the FIFA Tournament App. FIFA ID is intended to recognise supporters across digital services and physical tournament attendance, while the website will develop into a more personalised content hub. The tournament app will bring schedules, real-time material and local host-city information into one configurable platform.

Globant will deliver the system using AI Pods powered by Glob.AI. These combine specialised AI agents with human supervision and are designed to learn from real-time data across FIFA’s platforms. Globant said initial pilots with FIFA produced a 20% increase in throughput efficiency while maintaining or improving quality, although no underlying methodology or financial terms were disclosed.

The model is also structured to keep institutional knowledge inside a proprietary token vault, with FIFA retaining ownership of its data and future AI-driven developments.

For FIFA, the project is intended to connect interactions that have traditionally sat in separate systems. A supporter’s preferences, content activity and tournament attendance could form one first-party profile, allowing FIFA to deliver more relevant services and measure engagement across competitions rather than around a single event.

The appointment extends a five-year relationship between FIFA and Globant. It moves the partnership beyond individual digital products towards an always-on technology layer covering identity, content, event information and future commercial activation across FIFA’s global audience.