Lenovo's Emily Ketchen shares how the brand is powering the FIFA World Cup, and the communities that surround it
Lenovo is leveraging its partnership with the FIFA World Cup to showcase new technology, including 3D player avatars and AI-stabilized camera feeds. CMO Emily Ketchen emphasizes the role of these tools in enhancing the viewer experience.
Why it matters
It demonstrates how major technology firms are integrating AI and digital modeling into global sports broadcasting to increase engagement.
Lenovo is the first-ever technology partner of the FIFA World Cup, and Emily Ketchen, CMO of IDG and ISO, said, "It's really a statement around partnership." IDG is Lenovo's Intelligent Devices Group, and ISO is its International Organization for Standardization. Ketchen was interviewed at the 2026 Cannes Lions. She described how Lenovo has created 3D avatars for all players across all 48 teams to make replays more realistic. Lenovo has also used AI to stabilize the view from the "Ref Cam," so audiences can see the game from the referee's perspective. Read the original article on Business Insider
The content is a straightforward report on corporate technology partnerships and product implementation.
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