FIFA is trying to carry the World Cup’s surge in digital traffic into year-round relationships with its supporters. Globant, a software and digital services company, has announced that FIFA selected it to connect FIFA ID, FIFA.com and the FIFA Tournament App through a centralized fan-engagement system.
FIFA claims that its digital platforms attracted more than 260 million unique visitors during the 2026 World Cup, while the FIFA Tournament App and FIFA Official App generated an aggregated 60 million users. On top of this, stadium attendance reached 6,810,966 across 104 matches.
Ending the era of the anonymous fan
Globant said FIFA ID will connect supporters’ interactions across FIFA’s digital platforms and tournament attendance, allowing FIFA to recognize them across competitions whether they are following remotely or attending in person. FIFA.com is intended to become a personalized content hub, while the Tournament App is intended to combine schedules, real-time content and host-city information, according to Globant. The company said specialized AI architectures will learn from interactions across the system.
Globant describes the objective as ending the era of the “anonymous fan” and said consolidated data could inform future tournaments, content and commercial initiatives. FIFA’s 2023-2027 objectives separately call for greater fan engagement and investment in digital technology and AI.
Data governance and privacy controls
With the level of data-concentration, for governance, FIFA’s existing privacy policy says the information it may collect, depending on the service, includes account details, browsing activity and ticket-purchase information. The policy says FIFA may use data to customize advertising and share information with partners for profiling with consent. Depending on jurisdiction, users may have rights including deletion, withdrawal of consent and objection to profiling.
AI implementation and efficiency claims
Globant said FIFA is adopting its consumption-based Glob.AI delivery model. Globant separately describes Glob.AI pricing as based on validated output or consumption rather than seats or hours. It says its AI Pods use agents supervised by human specialists and that token consumption is secured in a proprietary Token Vault. The company says FIFA will retain ownership of its data and future AI-driven innovations.
Globant reported a 20% efficiency increase in “throughput generation” from initial FIFA pilots while maintaining or improving quality rates. The announcement does not provide the pilot baseline, workloads, measurement period or methodology, leaving the figure as a vendor-reported delivery metric rather than evidence that the system increases fan engagement.
Extending a four-year partnership
The work extends an existing relationship. FIFA said in November 2025 that it had worked with Globant for four years and expanded the agreement to cover digital platforms and a new mobile application intended to support multiple FIFA tournaments.