Every recent major tech partnership in sports is really answering the same question: Can you make your product’s technology legible to millions of people in real time, in public, with no do-overs? Sports technology and fan engagement company SI (formerly Sportz Interactive) calls this a “FanOS,” a fan engagement operating model built on data, experiences and activation. Like any operating system, it doesn’t need to be visible to fans to matter. But it does need everything else — including the broadcast, the app and the sponsor activation — to run on top of it without breaking. The 2026 World Cup, the biggest mass-attention event of the year, gave us the clearest proof yet of how far that logic has spread, along with a cautionary tale about where it can misfire.
FIFA turned the giant soccer tournament into a live proving ground for AI-assisted officiating, connected match data, broadcast innovations and fan experience design, with partners such as Lenovo powering the infrastructure behind it. The audience extended well beyond traditional soccer fans to millions of casual viewers, all of whom were experiencing the output of a tech stack, whether they knew it or not. Tech brands are using live properties like the World Cup to prove that their products work under pressure, to deepen relationships with fans who are also buyers and to translate technical capability into something a non-technical audience actually understands.
(Note: My firm, Moor Insights & Strategy, provides advisory services to IBM, Lenovo, Qualcomm and T-Mobile.)
Tech Companies Are Using Sports To Showcase Their Platforms
Spending on sports sponsorships is projected to reach nearly $75 billion in 2026, climbing toward $96 billion by 2030. Sports-specific technology is a related but distinct market, valued at $34 billion in 2025 and expected to double by 2030. Any way we look at it, that’s real money chasing the specific bet that a sponsorship will pay for itself when the technology performs where everyone can see it.
Lenovo made that bet at the 2026 World Cup. As FIFA’s “Official Technology Partner” for both this year’s men’s tournament and the 2027 Women’s World Cup, Lenovo supplies AI solutions, devices and datacenter infrastructure to support tournament operations, analytics, broadcasting and fan experiences. This is critical infrastructure the tournament runs on, which means Lenovo’s performance is inseparable from FIFA’s. A lag in transmission during a marquee match or a misfire in the AI-driven broadcast tools would become Lenovo’s failure as much as FIFA’s — in front of television’s biggest global audience.
Wimbledon and MLB are running the same playbook this summer, just in different sports. IBM used its watsonx platform to add two new features to Wimbledon’s app and website, including Key Moments, which explains the plays that shift a match’s momentum, and an upgraded Match Chat that answers fan questions in natural language, complete with images and video. IBM says that it also used Bob, its AI coding agent, to migrate more than 15,000 digital assets in the Wimbledon archive, a job that reportedly would have taken a team of engineers months and instead took one engineer four weeks. Those assets would otherwise have been invisible to fans, but they were made searchable and usable in the app in time for this year’s tournament.
Meanwhile, private 5G network upgrades have become a fixture of Major League Baseball’s summer schedule, supporting the Automated Ball-Strike challenge system across all 29 U.S. MLB ballparks, along with new 5G cameras installed at the pitcher’s mound for broadcast use. Every time a player taps his helmet to challenge a call, T-Mobile’s network is the infrastructure powering the automated review, and the replay carries the brand into highlight reels, sports news coverage and social media clips long after the game ends. All of these deals count on — and showcase — platforms that hold up at event speed, with no room for a quiet failure.
World Cup Controversy: When The Platform Becomes The Unintentional Story
FIFA’s own officiating technology supplied a cautionary tale. For this year’s World Cup, FIFA expanded video assistant referee (VAR) capabilities and introduced an AI-enabled Adidas Trionda ball to detect fouls and offside contact. In the round of 32 match between Portugal and Croatia, a sensor in the ball flagged contact so slight it was invisible to the naked eye, yet it was enough to wipe out a goal that would have tied the match — a goal that likely would have stood at any prior World Cup. Croatia’s coach, Zlatko Dalic, argued the tech was removing something essential from the game: “All these decisions take the joy out of football,” Dalic said. “It kills the emotions.”
That’s the risk that marketers need to sit with. The technology worked as designed; it was precise and defensible. But fans hated it anyway, because precision isn’t what people showed up for — emotion is. The ABS system that keeps showing up in MLB highlight reels offers a useful comparison here. It’s triggered by a player tapping his helmet but capped at a limited number of challenges per game, which makes it a strategic option inside the game (like coaches’ challenges in basketball and American football) and explains why it never provoked the same backlash.
The bigger point is this: FanOS thinking has to account for how a new capability impacts fans emotionally, not just whether it performs technically. That often comes down to how much room the system leaves for human judgment and how it affects the flow of the game.
Brands Build Relationships By Shaping Fandom Experiences
Qualcomm’s Snapdragon strategy tackles a slightly different problem: How do you build recognition for a chip that sits invisibly inside someone else’s device? Qualcomm uses Manchester United, Snapdragon Stadium and Formula One to turn that invisible component into fan affinity — the real payoff of building a FanOS.
In Qualcomm’s case, that started with long familiarity of the sports where it’s involved. “We spent years powering experiences behind the scenes with relatively little recognition of the critical role we play,” Don McGuire, Qualcomm executive vice president and CMO, told me. It was only in more recent years that the company began using public-facing partnerships in sport to build awareness and affinity by explicitly connecting its technology with fans’ passions.
Qualcomm makes Snapdragon’s role concrete through two different kinds of visibility. The Snapdragon logo on the front of Manchester United’s team jerseys isn’t just a brand placement: Fans who scan the logo with their phones unlock augmented reality content, turning a static image into a live demonstration of the kind of on-device processing the chip is built for. Meanwhile, Snapdragon Stadium in San Diego gives the brand a physical home where its name is present at every match regardless of who’s playing — the San Diego Wave of the NWSL, San Diego FC of MLS, the San Diego State Aztecs (tackle) football team or, on one memorable occasion, Manchester United itself for an exhibition match.
There are hard numbers that attest to the impact of these initiatives. Recent research from Brand Finance shows that sponsor familiarity, awareness and consideration all rise measurably among event fans compared with non-fans. (That specific report focuses on Olympic sponsors, but everything I’ve seen in this vein suggests that the finding generalizes far beyond the Olympics.) Qualcomm is applying that same logic across several properties at once, from a jersey seen during each matchweek of the world’s most popular soccer league to a venue that hosts events far beyond soccer. Each additional property gives that familiarity more surface area to build on.
FanOS In Practice
Each of these examples — World Cup infrastructure, Wimbledon AI features, MLB connectivity, matchday logistics, component branding — shows the same three layers at work: data running underneath, sport itself serving as the experience that data and technology enhance, and activation turning that experience into a business result. This resonates well beyond the confines of the game itself, since the people seeing Lenovo’s branding at the World Cup or the Snapdragon logo on Man U. jerseys aren’t a separate audience from the IT buyers and device makers evaluating these same vendors at work.
The practical filter for tech companies considering sports sponsorships is simple: Does this partnership provide a meaningful foundation underneath the fan experience, or does it merely sit on top of it? And there’s a straightforward test for that. If you can’t point to what breaks in the fan experience when your technology is removed, you’re only buying visibility, not building a FanOS.
Moor Insights & Strategy provides or has provided paid services to technology companies, like all tech industry research and analyst firms. These services include research, analysis, advising, consulting, benchmarking, acquisition matchmaking and video and speaking sponsorships. Of the companies mentioned in this article, Moor Insights & Strategy currently has (or has had) a paid business relationship with IBM, Lenovo, Qualcomm and T-Mobile.
