Lenovo and HKJC debut AI-powered football fan experience

Lenovo, official technology partner of FIFA World Cup 2026, has partnered with The Hong Kong Jockey Club (HKJC) to bring an AI-powered football experience to Hong Kong fans at Happy Valley Racecourse.

Marking the first showcase of Lenovo's FIFA World Cup-inspired fan experiences outside the tournament's host cities, the activation is launched with the first visit to a Hong Kong racecourse of Lenovo global ambassador David Beckham, bringing together two globally recognised brands with the aim of enhancing sports entertainment and fan engagement.

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As the official technology partner of FIFA, Lenovo is helping power FIFA World Cup 2026 through end-to-end technology solutions across devices, infrastructure and AI solutions designed to enhance tournament operations, accelerate content creation, power player and team insights, and deliver more engaging digital experiences for fans around the world. 

In Hong Kong, sports fans get to use versions of that same technology themselves rather than just read about it. The activation marks the on-ground kick-off of Lenovo as the strategic partner of HKJC’s “Racing with football” campaign. Beckham joined the top management of Lenovo and HKJC to unveil the immersive AI football zone “Lenovo experience booth” at Happy Valley Racecourse, where he also got a taste of the signature vibrancy of Hong Kong’s horse racing for the first time.

Beckham's appearance is part of Lenovo's global partnership with him, which centres on how AI and data can change the game for players, teams and fans. Through the Lenovo experience booth, fans can experience how Lenovo’s technologies are helping make football more immersive, more personalised and more connected.

Fans can experience these football-themed technologies on-course on 24 June and 8 July. Highlights include an AI-powered Beckham hologram that fans can interact with, as well as an AI avatar tool that lets fans create and share their own digital identity. There is also the FIFA creative studio, where Lenovo's AI tool can turn the final whistle into shareable highlights in just 15 minutes, producing content ready for broadcast, social media and mobile devices.

Finally, the FIFA AI Pro is an AI knowledge assistant built on Lenovo's AI factory that serves all 48 teams at the FIFA World Cup 2026, analysing over 2,000 match metrics to deliver fast performance insights.

Ken Wong, executive vice president of Lenovo, president of Lenovo’s solutions and services Group, said: “FIFA World Cup 2026 is one of the most demanding technology environments in the world, where every system and insight needs to work at global scale. Lenovo’s AI solutions are powering that experience, from operations and content delivery to data-driven insights and fan engagement. The real value of that work is in making the same capabilities available to far more people. Through our collaboration with HKJC, we are putting this technology directly in the hands of Hong Kong fans and showing how it can democratise the game and create more meaningful experiences for the local community.”

Winfried Engelbrecht-Bresges, chief executive officer, HKJC, said: “HKJC’s Home of Football campaign and 'Racing with football' series bring Hong Kong’s two favourite sports together. Connecting more than 17,000 racing fans with world-class sports and stars, last night’s race meeting saw a true crossover of racing with football, enabling fans to experience the magic when world-class sport meets top-class entertainment. With this superb beginning, HKJC will continue to broaden its reach as an international sports entertainment business, showcasing Hong Kong as a hub for global exchange, connectivity and tourism, with the ultimate aim of creating more value for the community.”

MARKETING-INTERACTIVE has reached out to HKJC for more information. 

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