The AI World Cup: Who Is Accountable When AI Influences the Game?

Artificial intelligence is no longer limited to back-office analytics or experimental fan engagence assessment, match preparation, officiating technologies, broadcast enhancementsment tools. In modern football, AI can support tactical analysis, player performa, operational intelligence and real-time decision-making. FIFA and its technology partners have already announced AI-enabled solutions for the tournament, including tools designed to support participating teams with data analytics and performance insights[1].

This creates a new legal and governance question for the sports industry: when AI begins to influence the game, who is accountable for its impact? The answer is not straightforward.

AI systems used in sports may rely on different categories of data, including match footage, player tracking, biometric indicators, historical performance data, tactical patterns and real-time event data. These systems may generate recommendations, predictions or visual outputs that influence human decisions. In some cases, the impact may be operational. In others, it may affect sporting integrity, competitive fairness, athletes’ rights or the experience of millions of fans watching the match.

From a legal perspective, the key issue is not whether AI replaces human decision-making entirely. The more relevant question is whether AI materially shapes the environment in which decisions are made.

If a coach uses an AI system to assess an opponent’s weaknesses, this may be treated as an advanced analytical tool. If a referee or match official relies on AI-enabled outputs to review a potential offside or other match event, the stakes are different. If a tournament organizer uses AI to monitor operations, security or crowd behavior, the discussion moves into governance, privacy, transparency and risk management.

In Brazil, this debate should be viewed through at least three lenses.

First, data protection. Where AI systems process information relating to identified or identifiable individuals, the Brazilian General Data Protection Law (LGPD) may apply. This is particularly relevant when the data involves athletes, fans, workers, volunteers or accredited personnel. Depending on the nature of the data, additional safeguards may be required, especially where biometric or health-related information is involved.

Second, accountability. Organizations deploying AI in sports should be able to explain who selected the system, who determined its purposes, who validated its outputs, who has access to the underlying data, and who remains responsible for decisions supported by the technology. The fact that an AI system is supplied by a technology vendor does not eliminate the governance duties of the entity using it.

Third, human oversight. In high-stakes environments, AI should not be treated as an unquestionable authority. Sports organizations need clear rules on when human review is required, how conflicting outputs should be handled, and how errors or unexpected results should be escalated. This is particularly important where AI may affect competition, safety, athletes’ rights or public trust.

The FIFA World Cup provides a useful illustration because it concentrates several AI use cases in a single global event. But the issue goes far beyond the tournament. Clubs, leagues, broadcasters, sponsors and technology providers are already integrating AI into the sports ecosystem. The legal framework, however, is still catching up.

For companies operating in this space, the practical response is not to avoid AI. The response is to govern it.

This means mapping AI use cases, classifying the data involved, defining clear contractual responsibilities, assessing legal bases for data processing, implementing transparency measures, documenting risk assessments, and ensuring meaningful human oversight. It also means anticipating questions that may arise from athletes, fans, regulators, commercial partners and the public.

The future of football will be increasingly data-driven. The legal challenge is to ensure that innovation does not outpace accountability.

[1] FIFA™ AI Pro. https://inside.fifa.com/innovation/innovating-the-game/football-ai-pro