LaLiga launches observatory on technology and AI in football
LaLiga published Tech Powerhouse 2026, an annual observatory on technology, artificial intelligence, and innovation applied to football, developed in collaboration with 380AMK, a consultancy specializing in sports strategy and innovation. Its development involved analyzing over 50 sectoral and economic reports, conducting in-depth interviews with 22 experts, benchmarking major European leagues, as well as applied research and contributions from national and international specialists.
The document examines both the technologies that will transform the sport over the next decade and the capabilities that organizations need to develop to adopt them, including the incorporation of hybrid professional profiles. The launch is supported by more than a decade of LaLiga's investment and technological transformation, a period in which the organization developed its own solutions, promoted data sharing among clubs, created an ecosystem of applied research, and integrated artificial intelligence into its internal processes.
Javier Tebas, president of LaLiga, stated that technology, and artificial intelligence in particular, have become a strategic capability for growth and generating value for clubs and fans. He also noted that the organization's position in recent years has allowed it to accumulate high-value knowledge, which it now seeks to share with the industry through insights into the major changes that will shape the future of sports.
Among the trends identified by the observatory are the evolution towards agentic artificial intelligence within organizations, capable of automating complex processes and enhancing the value of competitions and clubs, and the growing importance of technological sovereignty and data control, an aspect LaLiga emphasized with the creation of a dedicated compliance department. The report also highlights the development of digital twins to optimize sports performance, manage stadium attendance, or improve the fan experience, the consolidation of smart stadiums as constantly evolving environments, and the hyper-personalization of content and services supported by data. Furthermore, it analyzes the impact of these technologies on the management of sports organizations, decision-making, content protection, scientific research, and the emergence of new professional profiles, in a publication that aims to establish itself as an annual platform for analyzing the technological evolution of sports.
Tags: LaLiga, Tech Powerhouse 2026, Javier Tebas, artificial intelligence in sports