FIFA has partnered with Globant to redesign the global digital fan experience using Globant's Glob.AI and AI Pods, aiming for a more personalized and integrated ecosystem across FIFA's platforms and tournaments.

This collaboration, which began in 2022, enters a new phase as Glob.AI goes public and FIFA expands its use of real-time data, AI, and fan identities to deepen engagement beyond a single tournament.

Globant seeks to deliver a joined-up fan experience by using a single FIFA ID to recognize and reward long-term engagement, so fans don’t have to restart with every interaction.

The approach is designed to foster continuous, direct relationships with fans, extending engagement beyond the World Cup across all FIFA events through a seamless digital ecosystem.

Key technologies include Glob.AI and AI Pods, which analyze real-time data and manage individual fan identities to tailor experiences across platforms and tournaments.