FIFA World Cup 2026 Head of Business Intelligence and Analytics Caio Dimov pulled back the curtain on the business intelligence operation that was built for the 2026 World Cup, where the 39-day tournament stretched across three countries, 16 venues, 48 teams and 104 matches.
Speaking with SBJ Editor at Large Terry Lefton at SBJ’s AXS DRIVE in Indianapolis, Dimov said that FIFA’s shift away from the traditional local organizing committee model required a more centralized approach to business data. With FIFA taking a more direct role in venue operations, commercial activity and revenue generation, the organization needed a system that could move beyond post-event recaps and provide actionable insights while the tournament was still unfolding.
That led to a data hub built from more than 45 data sources, including ticketing, parking, turnstiles, food and beverage, finance, hospitality and internal soccer operations. FIFA created more than 35 dashboards and reports for executives, venue teams, commercial partners and operations staff, while processing more than 70 million data points and 15 million financial transactions, according to Dimov. But he emphasized that the goal was not data collection for its own sake. FIFA wanted information that could change how the tournament operated in real time.
The system produced immediate business applications. Parking data showed certain fan groups buying oversized passes for buses, prompting FIFA to adjust capacity at select venues. In another case, a commercial partner’s giveaway created long lines, so FIFA worked with concessionaires to position hawkers nearby, creating a revenue opportunity while improving the fan experience. Commercial partners also received dashboards tied to their products and services, with some data available live and other insights delivered after matches.
Dimov said that one of the biggest surprises was fan arrival behavior. Unlike many North American sporting events, where fans often arrive close to or after the start, FIFA saw 99% of fans inside venues before kickoff “in virtually every match” and 90% in place 30 minutes before kickoff. The tournament was also fully cashless, giving FIFA and its partners a cleaner view of transaction patterns.
The biggest challenge, Dimov said, was the opening stretch of the tournament, when the first match at each venue served as the true full-scale test. Integrating multiple vendors, point-of-sale systems and stadium capabilities required constant adjustment during the busiest phase of group play.
For FIFA, the project now becomes a foundation for future events, including the 2027 Women’s World Cup in Brazil and the 2030 men’s World Cup in Portugal, Morocco and Spain. Dimov explained that the model will need to be adapted by market, venue and vendor capability, while AI could help FIFA move faster in turning live event data into usable insights.
“Processing that data and coming up with the insights in a faster way, in a seamless way, I think that’s one. Working with our loyalty program, with our CRMs, integrating that side of the business with the live event is something that we didn’t necessarily do that much.”
Dimov added, “Combining our FIFA rewards or FIFA loyalty program with what happens in the events, I think that’s something that we can digest that data and combine with this data to get some more predictive analytics.”