FIFA aims to launch a "joined-up experience " for fans everywhere
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Following the 2026 FIFA World Cup, the organizers were unsurprisingly keen to capitalize on the worldwide attention the tournament secured and keep fans across the globe excited for the next big game.
To do so, FIFA partnered with Globant to redesign its global digital fan experience, using the latter's Glob.AI and AI Pods to try and create a more personalized and integrated ecosystem for football fans across all of FIFA's platforms and tournaments.
We spoke to Martín Nanni, Chief Experience Officer – EMEA, at Globant, to find out more.
The recent news is a continuation of a partnership that has been growing since 2022. This announcement marks the next step in their ongoing partnership and the developments that have taken place.
Recently, FIFA tested Globant’s newly launched Glob.AI model and AI Pods to improve the digital fan experience. Now that Glob.AI is public, it’s a good time to share how FIFA is using this technology.
Major tournaments like the World Cup give FIFA an opportunity to engage with fans globally, including those who may be interacting directly with FIFA for the first time. The main focus now is using AI, real-time data and individual fan identities to build on that engagement and create continuous, more direct relationships that don’t stop after a tournament.
We want a joined-up experience that means fans won’t feel like they have to start over every time they interact with FIFA. The aim is for fans to feel recognised and rewarded for long-term interaction through their single FIFA ID.
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The goal is for a fan’s FIFA ID to connect all their digital experiences, whether they’re following a tournament online, using FIFA.com, using the FIFA Tournament App, watching at home, or going to a match.
For fans, this could mean having access to more relevant content, easier access to information they care about, and experiences that reflect their long-term connection to football, not just one event.
Globant has helped integrate FIFA ID across FIFA’s digital ecosystem, including experiences such as Rewards and the FIFA Tournament App, so it can act as a single user identifier across different products and engagement tools. This means that fans who engage with FIFA during the World Cup can continue that relationship beyond the tournament.
This is similar to the loyalty programmes many fans know from clubs or national teams, where ongoing support is recognised. It’s similar to the way that a local FA may have loyalty points for its long-term fans. The difference is that FIFA is doing this worldwide, across many competitions and digital platforms.
Glob.AI is the AI system FIFA is using. It uses AI Pods, which combine specialised AI agents with human guidance, to help design, build, and improve digital experiences faster.
