FIFA and Globant have signed an expanded sponsorship deal that will include the 2026 men’s World Cup, the 2027 women’s World Cup and a pair of lower-profile events, such as next month’s FIFAe esports competition in Saudi Arabia and the 2027 men’s U20 World Cup jointly held in Azerbaijan and Uzbekistan.
Globant, an IT and digital services firm founded in Argentina, first began collaborating with FIFA four years ago on the creation of the FIFA+ streaming platform, and that remit will now expand to the governing body’s website and a new mobile app to be used by fans beginning with next summer’s World Cup.
“The key there is that you have two hours to enjoy, and every minute counts,” said Nicolás Ávila, CEO of Globant’s media, entertainment and sports AI studio. “The experience and the tools that you get to your fan to make the most of their time -- that sets you apart in terms of being the entertainment that they choose to spend their time on.”
A priority for the work with FIFA has been the development of direct-to-consumer products with the goal of personalization for fans and better advertiser opportunities for brands.
“FIFA+ was a really great step for FIFA to get closer to their fans,” Ávila said. “That being said, the ecosystem is very broad and broader than one platform, so expanding on things like your website and your mobile app is key on really being able to serve a fan 360 with an experience that they enjoy.”
Globant’s sports profile has been growing rapidly in recent years, as it also works with F1, La Liga, Major League Rugby and the Clippers, where it helped develop and connect the technology throughout Intuit Dome. FIFA has 23 sponsors in place for the 2026 World Cup.
