#GilaBola | Powering the Future of Football communication is driven by AI, on-pitch and off the field in FIFA World Cup

Football
13 Jul 2026 • 1:30 PM MYT
Zulkifly Baharom
Zulkifly Baharom

An HR practitioner, Sejahtera Leadership Coach & Gusi Peace Prize Laureate.

Image from: #GilaBola | Powering the Future of Football communication is driven by AI, on-pitch and off the field in FIFA World Cup
The match between Argentina and Egypt on 7th July, became deeply controversial & a global debate. Credit: FIFA

With the loud noise of complaints and protests during the current premier matches of FIFA World Cup 2026, I wonder whether the future football will be driven by AI-assisted scouting, skeletal data tracking, and interactive streaming, radically changing how players strategize, referees officiate & active fans connect with the sport. As football evolves effective communication has emerged as it a cornerstone in World Cup matches are increasingly leveraging technology to enhance on and off the field. This transformation of innovative communication not only optimizes team performance & the fan experience.

Image from: #GilaBola | Powering the Future of Football communication is driven by AI, on-pitch and off the field in FIFA World Cup
Egypt complained severe officiating discrepancies & a debated VAR intervention paved the way for Argentina's win. Credit: Techpana

I found one of the most significant advancements in on-field communication is real-time data analytics. Teams like Manchester City utilizes sophisticated tracking systems to monitors every player movements & performance metrics during training and matches. Coaches instant feedback, allowing them to adjust tactics on the fly and communicate effectively with players through headsets or digital displays. The real-time insight fosters a more real adaptive approach to gameplay, which is crucial in high-pressure situations. The Wearable technology is revolutionizing how players communicate their onside physical conditions to coaches. Teams such as Liverpool have integrated GPS and heart rate monitors into their training regimens & the premier leagues.

I understand augmented reality (AR) is making waves in football training, offering a new dimension to how players learn and communicate strategies. For instance, clubs like Arsenal are exploring AR application that project tactical information directly onto the training pitch. Players can visualize formations and plays in real-time which enhances their understanding & facilitates clearer communication during matches. The technology helps better coordination.

I believe the introduction of technology on the sidelines has improved communication between coaches and players during matches. For example, several English Premier League (ELP) clubs now use tablets and digital display to relay tactical changes and feedback directly to players. This method allows for immediate communication without disrupting the game flow, ensuring that players receive critical information during key competitive moments.


Image from: #GilaBola | Powering the Future of Football communication is driven by AI, on-pitch and off the field in FIFA World Cup

Share your passion for football through #GilaBola and stand a chance to win cash prizes worth up to RM1,200!

Find out how to join here. Don't miss out! T&Cs apply. 


Zulkifly Baharom (hajizul50@gmail.com) is a content creator under the Newswav Creator programme, where you get to express yourself, be a citizen journalist, and at the same time monetize your content & reach millions of users on Newswav. Log in to creator.newswav.com and become a Newswav Creator now!

The User Content (as defined on Newswav Terms of Use) above including the views expressed and media (pictures, videos, citations etc) were submitted & posted by the author. Newswav is solely an aggregation platform that hosts the User Content. If you have any questions about the content, copyright or other issues of the work, please contact creator@newswav.com.

Newswav Malaysia Best News App

Newswav is an online content aggregator and obtains its content from different online sources. The content in the app do not belong to Newswav nor do they reflect the opinions of Newswav and its staff. Your use of this app indicates your understanding and acceptance of this information.

Newswav Sdn. Bhd. (201701008480 (1222645-M)) 2026 All Rights Reserved