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International research commissioned by Lenovo has found that a large majority of FIFA World Cup fans believe technology is improving how they watch the tournament, with particular interest in the company’s AI-powered Referee View feature.
The survey of 2,514 adults across Australia, Canada, India, the UK and the US found that 87 per cent of respondents believe technology is improving their FIFA World Cup viewing experience, while 84 per cent reported that close-to-action camera perspectives help them feel as though they are on the pitch.
Referee View, which uses a lightweight camera mounted on the match official combined with Lenovo’s AI-powered video stabilisation, gives broadcast audiences a first-person perspective from the centre of the action.
How Referee View works
The system captures raw footage from a camera worn by the referee during each match. Because the footage is fast-moving and often unstable, Lenovo’s AI-powered video analytics platform processes it in real time, converting it into broadcast-quality video.
The platform reduces camera jitter by up to 60 per cent, stabilising the image while retaining the pace and intensity of the match.
According to preliminary FIFA data, Referee View has featured on average three times per match across the tournament, reaching audiences in more than 220 territories worldwide.
Art Hu, Chief Information Officer at Lenovo and Chief Technology and Delivery Officer of the Solutions and Services Group, described the technology as building on the company’s existing work in live sports broadcasting.
“By combining AI with advanced video analytics, we’re transforming fast-moving footage into a seamless broadcast experience,” Hu explained.
He pointed to Lenovo’s partnership with Formula 1 as a foundation for the FIFA World Cup deployment.
“Building on Lenovo’s work in F1, where cameras operate in some of sport’s toughest conditions, we’re applying that expertise at the World Cup to help make a referee’s point of view broadcast-ready in real time.”
Fan response
The Lenovo survey found that 76 per cent of FIFA World Cup viewers had seen or heard about Referee View, with 91 per cent describing the close-to-action perspective as appealing.
Smooth footage emerged as a priority for viewers, with 88 per cent identifying stable video as an important part of watching sports broadcasts. Nearly all fans surveyed (98 per cent) rated clear picture quality as important when watching the tournament.
One respondent, a Gen X woman based in India, highlighted the technology’s impact on how refereeing decisions are perceived by viewers.
“Getting a steady, first-person view of critical field decisions brings an incredible level of drama and transparency to the screen,” she commented.
Looking ahead, 91 per cent of respondents expressed interest in seeing more technology that creates immersive or close-to-action live sports experiences.
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Broadcaster uptake
Interest in Referee View extends beyond fans to the broadcast industry. Broadcasters have used the technology to deliver footage from goals, player interactions, walkouts and other high-intensity moments during the tournament.
As FIFA’s Official Technology Partner, Lenovo is providing a range of AI-powered tools across the tournament beyond Referee View. These include AI-enabled 3D player avatars, the FIFA AI Pro platform and an intelligent command centre.
Wider context
Lenovo, which reported revenue of US$84 billion and operates across 180 markets, has used the FIFA partnership to demonstrate its AI and video analytics capabilities in a live broadcast environment at scale.
The company’s Hybrid AI strategy spans consumer and enterprise applications, and the FIFA World Cup deployment represents a high-profile use case for its real-time video processing technology.
Survey methodology
The online survey was conducted between June 24 and 27 this year among 2,514 adults aged 18 and over across the US (502 respondents), the UK (500), Canada (501), India (508) and Australia (503). All respondents had watched FIFA World Cup coverage including match broadcasts, highlights, clips, recaps or video content. The overall margin of error is plus or minus two percentage points at the 95 per cent confidence level, with higher margins at the individual market level.
Last Updated on July 9, 2026 by Nick Ross
