Las Vegas, long known as the entertainment capital of the world, is now positioning itself at the intersection of artificial intelligence and live sports as the 2026 FIFA World Cup demonstrates the potential of AI-powered fan experiences across venues in the city and beyond. The tournament, which spans 16 stadiums across the United States, Mexico, and Canada, has become a proving ground for technologies that could reshape the entertainment and hospitality industries.
Lenovo, the official technology partner of FIFA, has deployed a suite of AI-powered solutions across all World Cup venues. The technology includes 3D digital avatars that reconstruct players in real time to assist match officials with offside decisions, a tool that has already been used in several high-profile matches during the tournament. The system represents a significant leap forward from the video assistant referee (VAR) technology that has been used in previous World Cups.
During a Group D match between Colombia and Portugal, a stoppage-time goal by Colombia’s Davinson Sánchez was disallowed after a 3D avatar showed that the front of his boot was offside—a call that would have been nearly impossible to make with the naked eye. The technology, displayed on broadcasts and in stadiums, gave fans a clear visual of the decision, reducing controversy and enhancing the viewing experience, according to Fox Business.
For Las Vegas, which hosted World Cup matches at Allegiant Stadium, the tournament serves as a showcase for how AI can enhance the live event experience. Lenovo’s Intelligent Command Center creates what the company calls “digital twins” of each venue, allowing predictive planning and real-time optimization of everything from crowd flow to concession operations. “Smart Wayfinding” technology helps attendees navigate stadiums more efficiently, reducing bottlenecks and improving the overall fan experience—capabilities that have obvious applications in casino resorts and convention centers.
“This is a sponsorship that goes well beyond just a logo,” Cathy Meister, executive director of North American PC and Smart Device Sales at Lenovo, told Fox Business during a roundtable discussion. “Being the official technology sponsor, we are truly the end-to-end backbone of all the operations. Our technology, everything from mobile phones all the way to our storage and infrastructure, our AI-powered services, truly end-to-end, Lenovo is showcased in powering these games.”
The tournament also features FIFA AI Pro, a groundbreaking AI-powered enterprise knowledge assistant that provides teams with data analytics and performance insights. Every participating team has access to the tool, which delivers millions of data points and metrics following each match. Meister described it as “leveling the playing field,” giving smaller teams that may lack robust analytics departments access to the same quality of data as traditional powerhouses. The concept of democratizing access to advanced analytics is one that resonates with Las Vegas casino operators, who have been investing in AI to optimize everything from slot machine placement to player loyalty programs.
For Las Vegas’s casino and hospitality industry, the implications extend well beyond soccer. The same AI technologies deployed at the World Cup—digital twins, smart wayfinding, real-time data analytics—are being adapted for use in casino operations, resort management, and large-scale entertainment events on the Strip. Several major casino operators have already begun piloting digital twin technology to model crowd flows through their properties, optimizing the placement of gaming tables, restaurants, and retail outlets.
The Las Vegas Convention and Visitors Authority has been investing in smart city technology for years, and the World Cup provides a high-profile proof of concept. The city’s ability to handle massive crowds, manage logistics across multiple venues, and deliver a seamless digital experience for visitors aligns with its broader strategy to remain the world’s premier destination for large-scale events.
Brianna Reeder, senior communications manager for Lenovo North America, said the FIFA partnership emerged from informal discussions about what was possible. “Throwing ideas out, and it was one of those stories where it was like, ‘What could we do?’ FIFA came up, and that’s how the idea started,” Reeder told Fox Business. “FIFA has such a high standard of excellence and precision. It was lengthy conversations, and we had to prove the rigor of our technology and our expertise in that space. So, it’s best summed up as a true partnership.”
The referee cam, another Lenovo innovation, gives viewers a first-person perspective from the match official’s point of view, enhancing broadcast coverage and providing fans with a unique angle on critical decisions. This technology has applications beyond sports—it could be adapted for security operations in casinos, crowd management at concert venues, and training for hospitality staff.
Looking ahead, Lenovo plans to carry the technologies developed for this World Cup into the 2027 Women’s World Cup in Brazil. “We’ll carry on the technologies that we developed, and I’d imagine we’ll have learnings along the way and continue to innovate and continue to improve the fan experiences,” Meister said. For Las Vegas, the tournament’s visit represents an opportunity to demonstrate that the city’s future lies not just in gaming and entertainment, but in the technology that powers the next generation of live experiences. As the World Cup draws to a close, the technologies showcased in Las Vegas venues are likely to find permanent homes in the city’s resorts, casinos, and convention centers—reshaping the visitor experience for years to come.
