The 2026 World Cup is the first AI-shaped major sports event and will change football fandom forever. Jon Williams outlines what sponsors, broadcasters and brands need to do about it.

Football, like the creative advertising business I work in, thinks the biggest gains from AI are operational – speed, efficiency, and more. They’re not. AI’s real strength lies in the rapid evolution of fan engagement. 

Liverpool are already using AI to automate content and sponsor engagement. Fifa wants the 2026 World Cup to become its most AI-enhanced tournament ever, while clubs increasingly deploy AI across ticketing, operations and analytics. Fine; smart infrastructure matters.

But while football obsesses over optimisation (again, the advertising parallels are uncanny), the relationship between fans and the game is being quietly rewritten. Agentic AI is becoming the interface between fans and football itself.

For 20 years, ever since two blokes built Google in a garage, football fandom – like almost every other industry, hobby and obsession – has been mediated by search, social and the people themselves.

Supporters searched for what they wanted. They went to Google for their football fix, fixtures and transfer rumours, followed journalists on Twitter, argued on Reddit and disappeared down TikTok rabbit holes full of clips, commentary and gossip.

Now agentic AI is automating that journey and, in the process, removing a huge amount of choice and visibility.   

Instead of scrolling through pages of links, fans are increasingly asking large language models like ChatGPT direct questions and receiving two or three curated answers in return. Increasingly, the model does the searching, filtering and synthesising on the fan’s behalf.

That is the sports version of the Generative Moment of Truth: when AI stops helping fans navigate football and starts interpreting football for them.

AI agents are not simply reading official club websites. They are synthesising Reddit threads, fan forums, podcasts, YouTube debates, player interviews, news coverage and Wikipedia pages into a coherent narrative about clubs, players and brands.

And if sponsors, brands and clubs are not part of the model’s narrative, they simply don’t appear. But that doesn’t mean smart businesses cannot game the game.

Agentic is all about narrative and stories and, luckily, these are what football has always sold best. 

The game’s power comes from mythology rather than information alone: underdogs, villains, redemption arcs, golden generations, tribal loyalty and entire cities projecting themselves through clubs and players.

AI just happens to be getting remarkably good at packaging those narratives into conversational experiences. And that is where the modern battle for fans will rage. 

Clubs, sponsors and sports businesses now have two audiences: the fan, and the machine interpreting the experience for the fan. Every piece of content now has to work for both. And vague marketing language dies first.

Claims around “passion”, “innovation” and “community” are close to meaningless in an AI-mediated world because the machine responds to specificity, consistency and repeated signals. 

The brands that succeed will be the ones the model can understand most clearly through recognisable positioning, culturally sticky stories and communities that actively talk about them online.

Some brands are already naturally positioned for that world. Nike does not simply exist online as a sportswear company but as a narrative around ambition, elite mentality and iconic athletes. 

That is why Reddit, fan forums and podcasts matter. Community conversation is increasingly becoming machine-training data.

The smart operators will start measuring something new: share of model. How often does AI recommend your brand, venue or content? What story does it associate with you? Which competitors appear alongside you?

Google monetised search, and AI-mediated recommendations will inevitably be monetised too. The sports brands building narrative authority now will be first in line when those commercial layers arrive, while the laggards will end up desperately playing catch-up.

Sport remains one of the few industries still driven primarily by emotion rather than utility. Fans do not simply want information; they want meaning, identity, belonging and belief, which is why AI could ultimately become the saviour of sports storytelling rather than its death.

The 2026 World Cup may simply be the moment we notice it happening.

Jon Williams is founder and CEO of global creative agency The Liberty Guild.