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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

SIPS & SERENATA: MIDWEEK, THE TRUE ITALIAN WAY AT CUCINA

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Wednesdays at Cucina are getting a new soundtrack with the launch of Sips & Serenata, bringing together live entertainment, a vibrant aperitivo

experience and authentic Italian flavours at the Palm West Beach trattoria. Inspired by Cucina’s celebration of aperitivo culture and the Italian ritual of gathering over good food, good wine and great company, the new weekly experience offers guests a taste of la dolce vita in the middle of the week.

Taking place every Wednesday from 7pm until late, Sips & Serenata is inspired by the Italian tradition of aperitivo, an evening made for sharing, socialising and lingering a little longer around the table. Guests can settle in over vino carafes and signature spritzes as the evening unfolds, bringing a little of the Italian way of life to Dubai’s midweek dining scene.

Priced at AED 299 for two, the experience includes two hours of free flow wine carafes alongside the Tagliere dello Chef, a generous antipasti board featuring a chef’s selection of Italian cheeses and an assortment of beef or pork cold cuts, with the option to enhance the experience with favourites such as arancini, bruschetta, focaccina, marinated Apulian olives and fried calamari.

Adding to the atmosphere, Verou Poli will provide the soundtrack to the evening. Known across Dubai for her live performances and distinctive one-woman-band format, Verou combines vocals, piano, percussion and live looping in real time. Fluent in both English and Italian, her repertoire spans timeless classics and contemporary favourites, creating the perfect backdrop for Cucina’s spirited aperitivo nights.

Made for after-work aperitivo, date nights or a midweek catch-up with friends, Sips & Serenata offers an easy excuse to linger a little longer at Cucina. The à la carte menu is also available throughout the evening.

  • Offer Details:
  • When: every Wednesday from September 2026
  • Time: 7:00pm until late
  • Where: Cucina, Palm West Beach
  • Price: AED 299 for two, including two hours of free-flow carafes of vino and Tagliere dello Chef
  • Add-ons: Arancini (4 pieces) AED 30, marinated Apulian olives AED 10, fried calamari AED 30, bruschetta (2 pieces) AED 20 and freshly baked focaccina AED 30
  • À la carte: also available
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Hospitality

THE ART OF CULINARY VERSATILITY

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Exclusive interview with Chef Tim Newton, Executive Chef of the Demind Group

You began your culinary journey in a small town and went on to work across some of the world’s leading gastronomic destinations. Looking back, what moments fundamentally changed the way you understood food and the craft of being a chef?

I don’t think there was one defining moment that changed how I understood food. As a young cook, you learn how to respect ingredients and bring out their best flavours. As you grow in the profession, you also learn how to create dishes that are commercially successful without compromising on taste. Now, in my forties, my focus is on respecting the product, creating something memorable for the guest, ensuring the business remains profitable and, most importantly, being original in my work.

From working alongside some of the industry’s most respected chefs to leading the culinary direction of multiple high-profile concepts, what experiences have most shaped your approach to cooking and leadership?

My approach to both cooking and leadership has been shaped by seeing where others have failed, as well as recognising my own failures. One of the greatest tests of a chef is the ability to make a mistake, recover from it and avoid repeating it. Do I still make mistakes as a leader? Absolutely. But I make a conscious effort to acknowledge and correct them immediately.

As Executive Chef of Demind Group, how do you see your role beyond creating dishes? What is your larger vision for the teams, concepts and dining experiences you are building?

My role at Demind has always extended beyond creating dishes. I have had the privilege of helping to shape and develop the brands themselves. My director has consistently given me the freedom to create, experiment and, importantly, make mistakes and grow from them. My vision for the team is to help each person mature and develop their skills. I never expect my employees to remain with me forever, so I believe it is our responsibility to prepare them for successful careers beyond Demind.

With Bagatelle, OPA, La Niña and Myrra each having their own culinary personality, what is your overarching vision for the kind of dining experiences Demind Group should be known for?

Demind Group is known for creating top-tier dining experiences, but each of its concepts has a distinct identity. At La Niña, guests experience refined Spanish and Latin American cuisine in a beautiful, romantic setting. OPA offers a complete night out, combining vibrant party energy with excellent food. Casa Myrra is positioned as an upscale-casual concept, offering the quality and attention to detail associated with La Niña and OPA, but within a more relaxed atmosphere.

Each of these concepts draws from a distinct culinary culture, from French and Greek to Iberian Latino and Greek-Spanish influences. How do you approach reinterpretation without losing the authenticity that makes a cuisine recognisable?

I approach every brand in the same way: I study, I develop the flavour profile and then I create. It may sound simple, but the process can take months. Take OPA Dubai, our flagship concept, for example. Even today, we never allow ourselves to become complacent when developing new dishes. Around 70 per cent of the menu remains consistent, while the remaining 30 per cent is continuously evolving. We study market trends, but we also aspire to set them. I travel across Greece, discovering regional dishes and ingredients that are often overlooked, while continually searching for the finest products available. At Demind, we are always moving forward.

Rapid Fire Questions:

What is the most unexpected food combination you genuinely love?

I’m a big fan of ranch dressing, so I would have to say Bolognese with a generous dollop of ranch on top. The height of gourmet dining!

What’s the one dish you would happily cook for friends at home, and what’s the one dish you absolutely refuse to make outside the professional kitchen?

Tacos, any day of the week.

What is the one kitchen rule you refuse to compromise on?

Respect one another.

A dish I would refuse to make outside the kitchen?

That’s a difficult one, because I don’t find anything too challenging. I would gladly take on any culinary challenge in my home kitchen.

Every chef has a dish they secretly think they make better than anyone else. What’s yours?

Paella—for sure!

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Hospitality

BUILDING THE WORKFORCE OF TOMORROW

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Exclusive interview with Ravi Jethwani, CEO, Innovations Global

As the UAE enters the second half of 2026, how would you assess the current state of the job market? What key trends are shaping recruitment today?

The UAE job market remains fundamentally resilient, although it has become more selective. Regional uncertainty created some short-term caution among employers, particularly around the middle of the year, but this has not changed the underlying attractiveness of the UAE as a business and employment hub. Recruiters are already expecting hiring activity to strengthen as companies restart recruitment plans that were temporarily paused.

Despite recent regional uncertainties, hiring activity appears to be picking up. What factors are driving this renewed recruitment momentum?

The biggest driver is the UAE’s continued economic diversification. Businesses are investing across technology, financial services, healthcare, real estate, infrastructure, energy and professional services rather than relying on a single economic engine.

Dubai’s Q1 2026 GDP grew 2.4% year-on-year, with particularly strong performances in healthcare, construction, financial services and utilities. 

There is also a significant amount of investment already committed to long-term projects. As business confidence improves, organisations that delayed hiring are likely to revisit those plans.

Dubai has become one of the world’s most attractive employment destinations. What do you believe has contributed to this transformation, and why does it continue to attract global talent?

Dubai has successfully created something that goes beyond simply being a place to work—it has become a global platform for business. 

Its advantages include world-class infrastructure, connectivity, a highly international business environment, a relatively business-friendly regulatory framework and access to markets across the Middle East, Africa and Asia. Importantly, Dubai has continuously reinvented itself. It has moved from being primarily associated with trade and real estate to becoming a significant centre for finance, technology, logistics, tourism, healthcare, and professional services and innovation.

Which sectors are expected to lead hiring in the UAE during the second half of 2026, and what roles are currently in highest demand?

I would expect technology and AI, financial services, healthcare, energy and renewables, construction, real estate, logistics, professional services to remain among the strongest areas.

In terms of roles, demand is increasingly concentrated around AI and data professionals, technology specialists, cybersecurity, finance and investment professionals, sales and business development, healthcare specialist, engineering and specialized talent. The important point is that AI is creating demand not only for pure AI specialists, but for people who can combine AI capability with industry expertise

What advice would you give to professionals who are looking to advance their careers or secure new opportunities in the UAE?

My advice would be to be much more strategic about the job search. Don’t simply apply to hundreds of vacancies with the same CV. Understand the industry, identify companies that are expanding and tailor your profile to the requirements of those organisations. Networking is also extremely important in the UAE. Build relationships with recruiters, industry professionals and decision-makers rather than relying entirely on job portals.

Are there any emerging workplace trends—such as flexible work, upskilling, or digital transformation—that will significantly influence the future of work in the UAE?

First is AI enabled work. AI will increasingly become part of everyday workflows rather than a separate technology function.

Second is continuous upskilling. The half-life of skills is becoming shorter, so employers and employees will both have to invest in learning. Third is the evolution of flexible working. I don’t think the future will necessarily be completely remote or completely office-based. Instead, organisations will increasingly adopt hybrid models based on productivity, collaboration and the nature of the role. The UAE has an opportunity to become a leader in this new model because of its young, international and digitally sophisticated workforce.

Looking ahead, what is your outlook for the UAE job market over the next 12 months, and what opportunities do you foresee for employers and job seekers?

I am cautiously optimistic about the next 12 months. I expect recruitment to become progressively more active as businesses move beyond the uncertainty of the first half of 2026 and resume investment and expansion plans. The fundamentals remain strong: economic diversification, infrastructure investment, international capital, population growth and the UAE’s continued positioning as a global business hub.

However, I don’t expect every segment of the market to grow equally. The market will remain selective, and employers will continue to demand stronger productivity and specialised skills.

For employers, the opportunity is to access an increasingly sophisticated global talent pool. For professionals, the opportunity is to build careers in sectors that are expanding rapidly.

Ultimately, I believe the UAE job market is moving from a “jobs market” to a “skills market.” The winners over the next few years will be organisations that can attract and retain the right talent, and professionals who continuously upgrade their skills and demonstrate measurable value.

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