Lenovo’s Emily Ketchen shares how the brand is powering the FIFA World Cup, and the communities that surround it

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.