LONDON: Google has signed deals with the national football federations of Iraq and Morocco, making its Gemini artificial-intelligence assistant the official technology sponsor of the teams for the 2026 FIFA World Cup.
The partnership, announced Tuesday, will focus on fan engagement rather than on-pitch performance, using AI to create immersive content and bridge the gap between the teams and their global fanbases.
“This sponsorship will leverage Google’s cutting-edge AI technology to celebrate the region’s rich sports culture and transform the fan experience,” said Google in a statement.
Google and the two football federations will roll out a series of fan-focused activations powered by Gemini over the next three months.
Supporters will be able to use Gemini’s text-to-image model, Nano Banana, to create custom cheering visuals, or compose team anthems using its text-to-music model, Lyria.
Fans will also be able to use Gemini to break down complex football rules, analyze match performances and predict results.
The deal is one of the first AI-focused sports sponsorships in the Arab region. And comes as tech companies increasingly seek footholds in football’s vast and commercially lucrative fanbase ahead of the World Cup, which is being co-hosted by the US, Canada and Mexico.
Google said the partnership underscores its commitment to making football more inclusive and immersive for fans across the Arab world.
The region has developed a significant global fanbase, boosted by Morocco’s historic run at the 2022 World Cup in Qatar, where they became the first African and Arab nation to reach the semifinals.
