When players arrive in the US this year for their World Cup pre-tournament media shoot, they will each step into a scanning chamber to capture their precise body-part dimensions and create 3D, AI avatars. Why? Because even when you’re the biggest sport in the world, you can’t afford to stand still.
This year’s Fifa World Cup will feature more teams (48), more matches (104) and more cameras than ever. Describing the scale of the tournament, Fifa boss Gianni Infantino told fans to expect the equivalent of “104 Super Bowls”.
Infantino wants to “break” America, where soccer has never reached the same levels of mainstream popularity as it has in the rest of the world. The last time the World Cup was held there was 1994. Singer Diana Ross missed a penalty in the opening ceremony and Italian player Roberto Baggio missed one in the final. England missed out altogether. Memorable, but it didn’t capture American hearts.
