The FIFA World Cup 2026 is currently underway with billions of fans tuning in to see their favorite teams on the pitch. For this year, FIFA named Lenovo as their Official Technology Partner, providing fans with deeper insights into player statistics and match analytics, bringing people even closer to the action no matter where they are. With such an ambitious task at hand, we must ask the question: How does any of this work? Well, we sat down with Lenovo’s Head of Retail Marketing, Osama Aldeek, to discuss why this partnership makes sense and what it does for the fans. We asked about the technology used to deliver a deep and immersive experience! So, come with us to this unique B&H exclusive interview and learn how Lenovo is helping bring AI-powered technology and innovation to the world's biggest sporting event.
Managing technology across multiple stadiums and games requires a lot of logistics and devices. According to Lenovo, around 7,500 assets have been deployed across the 16 arenas where 48 teams will face off for the World Cup. But it is more than just devices, it is services and support that enables FIFA to operate such a large footprint. According to FIFA’s Director of Technology, Jose Ignacio Fresco, “Having an Official Technology Partner in Lenovo meant that we could mobilize quickly. Their event-proven delivery model—from rapid device and solution deployment to managed lifecycle services—gave us the flexibility scale up operations in weeks, not months.”
Lenovo leveraged provisioning and support services to deploy equipment consisting of various AI-enabled systems and Lenovo Tab K11 tablets to stadiums. That’s not all either; Lenovo Customer Fulfilment Services Deployment and Service Now Integration also had a hand in ensuring teams and fans alike had the resources they needed to become more immersed in the FIFA World Cup. This lowers the barrier of entry for new fans as well as seasoned fans who now get access to the deeper details of each match.
Lenovo recently became FIFA’s Official Technology Partner. Why was this the right partnership for Lenovo?
Sports have a unique ability to bring people together, and no sport does that at a greater scale than football. The FIFA World Cup Final 2022 reached more than 1.5 billion viewers globally, making it one of the largest audiences in the world. To put that into perspective, the Super Bowl reached approximately 127.7 million viewers.
For Lenovo, this partnership provides an unmatched opportunity to showcase our technology and innovation on the biggest stage. What's especially exciting is that the FIFA World Cup 2026 is happening across North America, bringing together 48 teams and 104 matches. It gives us a unique opportunity to connect with consumers closer to home while reaching billions of fans around the world.
Many companies sponsor sports. What makes this partnership different?
This is not just a sponsorship. It is a technology partnership. Historically, FIFA worked with multiple technology providers. Today, Lenovo serves as FIFA's Official Technology Partner, helping bring together AI, devices, infrastructure, services, and solutions under one ecosystem. We are helping power the future of football through technology that supports tournament operations, enhances fan experiences, and enables AI-driven innovation across the game. We are not simply advertising around the game. We are helping enable it.
Lenovo has been all about bringing the game closer to fans. For a select group of fans making their way out to the arenas, they will have direct access to a suite of Lenovo hardware and software technologies. Smart solutions that deliver a more in-depth look at the players and the game itself is made available thanks to the elevated experience. It is a mixture of both hardware and AI-backed software.
Between 100 to 200 VVIPs attending each game use a dynamic guest list providing digital name tags that could be personalized to the fan’s liking on the day of the match. This is done on a customized mount which houses a smartphone. FIFA’s guest services team can update seat assignments and easily guide fans. Additionally, bespoke charging stations developed by the Lenovo Research team are also available when fans need a bit more juice mid-match. VVIP booths were also outfitted with Lenovo Tab K11 tablets which give real-time match data and analysis right at their fingertips along with controllable replays.
Perhaps the true cherry on top of this is the AI-powered analytics called Football AI Pro. This brings a whole new level of access to fans that offers tons of data, insights, and analysis while ensuring strong privacy safeguards.
According to Lenovo’s AI Factory, Football AI Pro orchestrates multiple agents to scour millions of data points and analyze over 2,000 different metrics. Fans can compare team patterns using video clips and 3D avatars, coaches can consider how their tactical changes could work against an opponent, and even players get a clear view with personalized match analysis. We had to follow up on exactly how this works and the idea surrounding it.
How is Lenovo using AI to transform football?
One of the most exciting examples is Football AI Pro. Historically, access to advanced player analysis and performance insights has often been limited by resources. We are helping democratize that access, giving all 48 participating teams the ability to leverage AI-powered intelligence regardless of funding level. At the same time, we are helping create richer experiences for fans by bringing them closer to the action through data, analytics, and new perspectives on the game. Technology is helping level the playing field while making the game more engaging for everyone.
What impact will fans actually see?
Fans want to feel closer to the game than ever before. Whether it is enhanced match insights, AI-powered content, immersive viewing experiences, or seeing the game from perspectives previously reserved for officials and analysts, technology is creating a more engaging and personalized experience. Our goal is simple: to help billions of fans experience football in new and meaningful ways.
Not everyone can make it to the games in person. Instead of trying to get that FIFA experience, Lenovo is bringing the experience to you! The retail experience is incredibly important, which is why this July the Lenovo Legion Gaming Showcase is in our very own store! Fans will get their hands on various Lenovo Legion gaming devices, and get connected with experts.
The Lenovo Legion Gaming Showcase will run from Monday, July 13 through Wednesday, July 15, which is just before the final game! Of course, just because the games are over doesn’t mean we are as the showcase will also happen between Monday, July 20 through Wednesday, July 22. Make sure you find the link above for more information, including times and even add the event to your calendar.
With in-person events coming to our store, we asked Lenovo about the importance of the retail environment and the impact it can have on someone.
Why is this partnership important for retail?
Beyond the tournament itself, Lenovo is also bringing the FIFA partnership to life through retail activations that allow consumers to experience the technology firsthand. Retail is where awareness becomes action. The FIFA partnership creates enormous global awareness, but customers ultimately discover, evaluate, and purchase technology through retail experiences, whether online or in-store. I firmly believe that if you are not present with the retail experience, you have already missed the opportunity to reach everyone. Retail is where we connect the dots for customers, leverage the awareness and consideration generated by FIFA, and create memorable experiences that transform a fan into a Lenovo customer.
How does Lenovo plan to bring the FIFA World Cup 2026 story to life at retail?
Our focus is creating experiences that connect football, AI, and innovation in ways that are relevant to shoppers. That includes immersive storytelling, digital experiences, product demonstrations, gaming activations, exclusive content, and integrated marketing campaigns across both ecommerce and physical retail environments.
The goal is simple: help customers experience Lenovo innovation, not just hear about it.
What opportunities does this create for retail partners?
The FIFA World Cup 2026 is the largest sporting event in history. For retail partners, this creates opportunities to engage customers through differentiated experiences, relevant content, and promotional moments tied to one of the world's most anticipated events. Together, we can leverage the excitement surrounding FIFA World Cup 2026 to drive engagement, consideration, and business growth.
Lenovo is also partnering with FIFAe and esports. Why is that important?
Football today extends far beyond the pitch. Through FIFAe and Lenovo Legion, we are connecting with a new generation of fans who engage with football through gaming, content creation, and digital experiences. It allows us to reach younger audiences while showcasing the performance, innovation, and immersive experiences enabled by Lenovo technology.
Lenovo has always been a large name within the technology space. While their world-renowned status of full technology and solutions stack might be influential, Lenovo aims for more.
What does it mean to advocate for something you believe in? The answer clearly comes from the fans who come from all over the world that pour into the sixteen stadiums to see their favorite team play. They yell, cheer, scream, shout, wave flags, and adorn the colors that represent their country on shirts and painted faces. There are decades of history within every team, and fans take pride in those who represent a part of their world and culture. Just like the 48 teams competing against each other, they know it isn’t easy. It requires the same level of dedication and poise to become successful. It starts with making something worth talking about.
How will you measure success?
Success starts with the fan and the customer. We want to increase awareness of Lenovo's innovation and AI leadership, strengthen consideration, create meaningful engagement, and ultimately help our retail partners drive growth.
When fans become customers and customers become advocates, that is when we know we are succeeding.
What excites you the most about the FIFA World Cup 2026?
What excites me the most is seeing our technology come to life on the world's biggest sporting stage. From supporting 48 national teams and 104 matches to helping power experiences for billions of fans, this partnership allows us to demonstrate Lenovo's full technology stack at global scale.
It is an opportunity to show how technology can make football more accessible, more intelligent, and more engaging while creating unforgettable experiences for teams, officials, fans, and customers alike.
The FIFA World Cup is one of the few times when people come together to celebrate the spirit of the most popular sport in the world. Thanks to modern technology, we have seen fans inside and outside the arena embrace the culture, the excitement, and each other. Thanks to the efforts put forth by the FIFA and Lenovo partnership, people are now able to experience the energy that flows through each match whether they are there in person, at home, and anywhere between.
