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THE 2026 WORLD CUP IS THE MOST CONNECTED, AND MOST MEASURABLE, FAN EXPERIENCE EVER

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By Federico Pienvoi, CEO for MENA and APAC at Globant

With the 2026 FIFA World Cup in full swing across 16 cities in the United States, Canada, and Mexico, the tournament has marked a shift in how we experience sport, and how sport experiences us. With 48 nations competing for the first time and millions of fans flooding stadiums from Vancouver to Guadalajara, it is the most connected, most measured, most analyzed cultural event in history. Every cheer, every purchase, every swipe through a stadium app generates data points that paint an unprecedented portrait of fandom itself.

The pitch remains the same 100-meter rectangle it’s always been. Everything else? Unrecognizable. Step inside any of the tournament’s venues and you’ll encounter two stadiums occupying the same physical space. The first is the one your eyes see: 80,000 seats, manicured grass, the roar of nations colliding. The second is an invisible architecture of apps, sensors, and platforms capturing how you move, what you watch, where you linger, and what makes you reach for your wallet.

The Intelligence Layer

Since 2022, FIFA and Globant have worked side by side to transform a fragmented landscape of platforms into a connected ecosystem designed for continuity, performance, growth, and continuous innovation. Key initiatives included building the foundations of FIFA+, enabling unified fan identity through FIFA ID as the backbone of a direct-to-fan strategy, developing the Tournament App as the gateway to live event participation, and scaling global content distribution across competitions.

As the scale and complexity of FIFA’s ecosystem increased, Globant introduced AI Pods, persistent execution units where AI-driven workflows perform the work, guided and supervised by Globant experts, delivering a 20% improvement in efficiency and delivery speed, greater predictability across execution cycles, and full traceability across workflows and decisions. This model enables FIFA to move from fragmented fan interactions to a unified, direct communication channel where every fan becomes identifiable, reachable, and monetizable over time, turning fan engagement into a continuous, data-driven relationship that drives long-term growth.

For leagues, teams, and sponsors, this represents the ability to activate fan data in ways that feel valuable, turning anonymous spectators into known customers with preferences you can actually serve. In our work with LALIGA, Globant’s teams manage 900 terabytes of data across more than 400 digital assets reaching 260 million fans, a scale of operation that would be operationally and financially unfeasible without AI-augmented delivery.

Here’s where things get genuinely interesting: the same platforms transforming how fans experience matches are now reshaping how the matches themselves are played.

Ahead of the World Cup, Mauricio Pochettino, the Argentine tactician charged with resurrecting American soccer on the world stage, selected Globant’s Sportian Performance platform to support the US Men’s National Team’s tactical preparation. The platform brings match data, video, and AI-powered insight into a single workspace, giving coaching staff live, in-match intelligence rather than after-the-fact analysis.

Pochettino isn’t an early adopter taking a flyer on unproven technology. The same coaching intelligence platform is already trusted by all 42 professional clubs of LALIGA and the Belgian Pro League. When one of the most respected coaches in world football builds his in-tournament strategy around your data platform, that tells you where competitive advantage in sport is heading.

From Saudi Arabia to the World: Building Without Legacy

To understand where sports technology is heading, look to Saudi Arabia, which is hosting the AFC Asian Cup 2027 and the FIFA World Cup 2034. The Kingdom is going through a generational infrastructure build-out that offers a preview of what’s possible when you design systems from scratch rather than retrofit them onto creaking legacy architectures. Saudi Arabia’s AI market is projected to reach $16.90 billion by 2032, growing at a 34.3% compound annual growth rate, driven by Vision 2030 and sustained government investment in digital transformation.

The Saudi Pro League serves as a laboratory for what elite competition management looks like when AI is applied properly: intelligent fixture scheduling that balances hundreds of sporting and operational constraints, operational forecasting for stadiums and security, and AI-generated reporting that frees competition staff to focus on strategy rather than paperwork.

Traditional sports technology projects often require large teams, extended timelines, and unpredictable outcomes. Globant has developed a unique delivery model to address this challenge through its AI Pods, subscription-based, AI-native teams where supervised, agent-orchestrated workflows take on work that used to require large traditional project teams. These pods are delivering results up to seven times faster than conventional approaches, drawing on access to more than 140 large language models depending on the use case. Within FIFA partnerships, AI Pods delivered work 20% faster with greater predictability and full visibility into execution. The gains compound: agents execute, experts supervise, and clients receive governed outputs at scale.

So what does any of this mean for someone with tickets to a match?

It means the app on your phone will know when you arrive, guide you to your seat, surface the video highlights you actually want to see, and remember that you prefer your beer cold and your merchandise in medium. It means the sponsors surrounding you, on screens, on surfaces, in the augmented overlays you might see through your phone’s camera, will have paid for access to an audience they can actually measure.

It means the coaching staff of both teams on that pitch will have prepared using AI-powered analysis. And it means the data generated by your presence, your attention and your engagement will feed into systems that make the next tournament, and the one after that, marginally better at understanding what you want.

The 2026 World Cup is a spectacle of athletic excellence. It is also a global test of whether technology can genuinely improve how we experience the things we love. Millions of fans. Billions of data points. This World Cup, we are finding out what connected fandom really means.

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Hospitality

VELAA PRIVATE ISLAND LAUNCHES KIDS WEEK WITH SHARKY + GEORGE AND FREESTYLE FOOTBALL CHAMPION TOBIAS BECS

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Velaa Private Island in the Maldives will host Kids Week from 3rd – 9th August, a week-long family programme delivered in partnership with international children’s entertainment specialists Sharky + George. The programme is designed to help children unlock individual “superpowers,” including curiosity, creativity, focus, energy, rhythm and strategy, through island-inspired games, outdoor adventures and collaborative challenges.

A highlight of the week is a series of interactive football sessions led by Tobias Becs, a world champion freestyle footballer, built around confidence, teamwork and creativity. The week concludes with a grand finale featuring obstacle courses and team challenges celebrating teamwork, confidence and achievement.

Kids Week sits within Lha Velaa Kids Club, one of the Maldives’ most comprehensive children’s facilities, giving parents a genuine reason to bring the whole family. The Club spans an energy studio for active play, sensory spaces, cooking and experiment classes, indoor climbing and quiet reading nooks, alongside outdoor water play, island quests and treasure hunts. Regular additions, from Maldivian baseball on the sand to a talent show under the stars, are led by the Club’s mascot, Tokey the Turtle, so no two visits look the same.

Validated by Worldwide Kids and the Luxury Childcare Association, the Club’s team pairs professional childcare standards with imaginative, hands-on care – reinforcing Velaa’s position as a leading destination for multi-generational luxury travel.

Details Below:

What: Velaa Kids Week

When: 3rd – 9th August

Where: Lha Velaa Kids Club, Velaa Private Island

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Hospitality

Preserving Heritage Through Modern Hospitality

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Exclusive interview with Chef Peter Chaine, Executive Chef at The Club Abu Dhabi

You first arrived in Abu Dhabi in 1987, expecting what you described as a short chapter in your career, yet nearly four decades later, The Club remains an integral part of your journey. What has made this place so special that it continues to feel like home?

    I took up an appointment in December 1987 to join The Club in the capacity of Sous Chef and moved on to the reins of Executive Chef in August 1990. I have received the full support of the Committee, Management, Staff and Members to achieve what it is today. The path was never easy, but with the thought “The Club is the second home to its Members,” always at the back of my mind, my team and I are challenged to deliver consistency at all times. I drive myself to take full responsibility for any food on a plate produced at The Club. Sourcing the highest quality ingredients that our Members can enjoy at the most competitive price is predominantly a reason for our success.  The regular changes of outlet menus and special dishes or nights offered in various outlets and areas within the property make it a unique experience for the diners. The appreciation from our membership is seen by their decisions to avail themselves of these events. This success has seen our staff retention levels, in comparison to industry competitors, be the lowest. 

    Having witnessed Abu Dhabi’s remarkable transformation over nearly four decades, how have you seen The Club evolve while preserving the sense of community and belonging that has defined it for generations?

    I have always felt that The Club forms a major part of the expatriate community due to the offerings in place. Hosting various events with local dishes for the wide repertoire of membership has driven us to always focus on “under promising and over delivering”.

    Today’s diners seek more than exceptional food, they value authenticity, storytelling and memorable experiences. How has your culinary approach evolved to meet these changing expectations while remaining true to The Club’s heritage? And, you’ve witnessed Abu Dhabi transform from a quiet coastal city into a global destination. If food could tell the story of that journey, what would it say?

    As much as I have seen Abu Dhabi grow in the past decades, I say the same of The Club, too. We are proud to think that we are a heritage site offering modern food of the highest standard within the industry in the region. The varying nationalities of membership have grown considerably and helped us to be more of a globally recognised organisation. Staples that have been Fish and Chips have now moved over to Chicken Tikka Masala, Thai Green Curry or a Beef Nashif.

    The Port, hosting storage facilities, has been cleared and transformed into an International Cruise Terminal, while the rear end of The Club has facilitated the new 4- to 5-lane main highway.

    Having mentored generations of chefs and helped establish the Emirates Culinary Guild, what responsibility do experienced culinary leaders have in nurturing the next generation of talent, and what qualities do you believe young chefs should cultivate to succeed in today’s industry?

    I have earned my present position of Vice President in The Emirates Culinary Guild, as I was always interested in innovation and modernisation of dishes. I competed amongst some of the best and helped gain recognition for The Club within the fraternity of hospitality establishments in the UAE. Being there to offer assistance to colleagues when they collected many accolades for individuals and for the club is an achievement itself. We believe in nurturing the youth by way of offering regular on the job trainings where we can then look to maintain the standards while sustaining the level of enthusiasm for business growth.

    Rapid Fire questions:

    What does success mean to you today?

    Success to me today is that we meet all expectations and deliver to the highest standards consistently.

    A signature dish everyone should try at The Club?

    My signature dish is none, as I expect the diners to be adventurous and place all trust in the hands of the chef’s creations and interpretation of a dish, and try all we have to offer.

    A young chef every aspiring professional should learn from?

    The industry I came into almost 4 decades ago has evolved; thus, we cannot expect the staff to work the long hours we worked, give up weekends or parties for work. However, the need to offer 8 honest and productive hours to the establishment should be the vision. The work and lifestyle balance is very important for the youth of tomorrow. They need to be aware that good mental health is vital for success in achieving a happy family. I would also like to see a future that brings a positive attitude as being most important. Whatever you do is never going to be enjoyed if you are not in that frame of mind. Training can be provided, but a positive attitude has to be instilled from the initial education.

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    Hospitality

    Headline: BLENDING EXECUTIVE WORK HOURS WITH ELEGANT EVENING EXPERIENCES

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    Exclusive interview with Ashish Agrawal, Founder of Bondz

    After spending almost two decades in banking, what inspired you to make the leap into hospitality?

    I’ve always believed that entrepreneurship was where I ultimately wanted to be. Banking gave me an incredible foundation—it taught me discipline, financial acumen and, most importantly, how relationships are built on trust. But throughout those years, I found myself increasingly drawn to hospitality because it’s one of the few industries where you have the opportunity to create memorable experiences every single day.

    After nearly two decades in banking, I felt it was time to challenge myself and build something of my own. I wanted to create a brand that reflected my personality and values—where people could connect, celebrate milestones, build relationships and feel genuinely welcomed. Bondz is the result of that vision. It’s more than a hospitality business; it’s about creating spaces where meaningful conversations and lasting connections happen naturally.

    Entrepreneurship often comes with uncertainty. Looking back, what has been your biggest learning curve since making the transition?

    The biggest lesson has been understanding that no amount of planning can prepare you for every challenge. When you’re building a business from scratch, you’re constantly making decisions with incomplete information, taking calculated risks and adapting to situations you never anticipated.

    I’ve learned that resilience is one of an entrepreneur’s greatest strengths. There will always be setbacks, but each challenge teaches you something valuable—whether it’s about your business, your team or yourself. Hospitality, in particular, is an industry that evolves every day, so staying flexible, listening to your customers and continuously improving are essential. Every obstacle has helped shape Bondz into what it is today.

    Bondz is a distinctive name. What does it represent beyond simply bringing people together?

    The name Bondz carries multiple meanings, and that’s exactly what we wanted. At its heart, it’s about the bonds people create over food, drinks and shared experiences. Some of the most meaningful conversations, partnerships and friendships begin around a table.

    At the same time, because we’re located in DIFC—one of the world’s leading financial districts—we liked the subtle connection to the financial term “bonds.” It reflects our roots while also reinforcing our vision of creating a place where business and social life intersect naturally.

    Ultimately, Bondz represents connection in every sense of the word. Whether you’re meeting a client, reconnecting with friends or celebrating a milestone, we want every visit to leave you with a memorable bond.

    DIFC attracts professionals from across industries. How has that influenced the concept?

    DIFC is one of the most dynamic business communities in the region, bringing together professionals, entrepreneurs and global executives from every corner of the world. That diversity played a significant role in shaping Bondz.

    We wanted to create a space that adapts to different needs throughout the day. During business hours, it’s a sophisticated setting for meetings, networking, coffee catch-ups and executive lunches. As the day transitions into evening, the atmosphere evolves into an elegant lounge where guests can unwind over handcrafted cocktails, curated entertainment and exceptional dining.

    Our menu, design and service philosophy have all been created with an international audience in mind, ensuring guests from different cultures and industries feel equally at home.

    You often speak about creating experiences rather than simply serving food. What does memorable hospitality look like to you?

    Great food and exceptional drinks are important, but they’re only one part of the experience. What guests remember long after they’ve left is how they were made to feel.

    For me, memorable hospitality is built on genuine service. It’s about anticipating a guest’s needs, paying attention to the smallest details and creating an atmosphere where people feel comfortable, valued and recognised.

    Guests may not always remember every dish they ordered, but they’ll always remember how your team treated them. That’s why we’ve invested heavily in building a culture where service is warm, attentive and authentic. It’s this emotional connection that transforms first-time visitors into regular guests.

    How closely did you work with Executive Chef Brando Del Mundo in shaping the menu?

    It was a highly collaborative process. I had a clear vision of the kind of dining experience I wanted Bondz to offer—globally inspired cuisine that complements both business lunches and relaxed evening dining.

    Chef Brando brought that vision to life with his creativity, technical expertise and deep understanding of international flavours. Together, we focused on creating a menu that’s approachable yet refined, offering dishes that are memorable without being overly complicated. The result is a menu that reflects Bondz’s personality—contemporary, versatile and designed to bring people together.

    From co-working and networking during the day to cocktails and conversations in the evening, Bondz embraces two very different personalities. How do you ensure each experience feels authentic without compromising the other?

    That balance was intentional from day one. We never wanted Bondz to feel like two separate concepts operating under one roof. Instead, we designed it as a venue that naturally evolves with the rhythm of the day.

    Our recently introduced Executive Work Hours reflect this philosophy perfectly. During the day, Bondz offers professionals a refined alternative to noisy cafés or hotel lobbies, providing a comfortable setting for meetings, focused work and networking over quality food and coffee. As the evening unfolds, the space seamlessly transforms into an intimate speakeasy-inspired lounge with curated music, handcrafted cocktails and vibrant social energy.

    We’re fortunate to have Nitesh Manghnani of Knite Events, who brings more than two decades of experience in curating nightlife experiences, alongside an experienced hospitality team that understands how to manage this transition effortlessly. Most importantly, we continuously listen to our guests. Their feedback plays a vital role in shaping our offerings, ensuring Bondz remains relevant, welcoming and authentic throughout every hour of the day.

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