As the Official Technology Partner of FIFA, Lenovo continues to create meaningful experiences that connect technology, football and people. During the FIFA World Cup 2026 Lenovo welcomed customers, media, influencers, business partners and employees to the Arena Brasileira in São Paulo, creating an exclusive environment to experience one of the world’s biggest sporting events while showcasing how innovation is helping shape the future of football.
The activation brought together customers, journalists, influencers and Lenovo executives for an afternoon of networking, entertainment and immersive brand experiences. Guests had the opportunity to watch Brazil’s match while interacting with Lenovo’s latest technologies and learning more about the company’s role in supporting FIFA through smarter infrastructure, AI powered innovation and advanced computing solutions.
Throughout the event, Lenovo executives engaged with customers and members of the media, reinforcing the company’s commitment to innovation and discussing how technologies such as Artificial Intelligence, edge computing and high performance infrastructure are transforming not only global sporting events but also businesses across industries.
Beyond strengthening relationships with customers and media, Arena Brasileira also became a powerful employee engagement initiative. Lenovo employees had the opportunity to experience the excitement of the FIFA World Cup together, celebrating the company’s global partnership with FIFA while connecting with colleagues, customers and partners in an inspiring environment.
To bring the experience to life for employees across Latin America, Alice Damasceno, LATAM ESG Leader and Marina Silva, Marketing Events Team, shared behind the scenes moments through employee video blogs, capturing the energy, excitement and pride of being part of Lenovo during one of the world’s most celebrated sporting events.
“Experiences like Arena Brasileira go beyond football,” said Alice. “They create meaningful moments where our employees can connect with our culture, our purpose and our global partnerships. It’s inspiring to see our teams experiencing firsthand how Lenovo is helping shape the future of sport through innovation, powering the FIFA World Cup with advanced AI, data analytics and the high performance infrastructure that supports one of the world’s largest sporting events.”
Marina also highlighted the unique atmosphere created by bringing together employees, customers and partners in one place.
“It was incredible to experience the passion of the fans while seeing Lenovo’s brand come to life. Moments like these strengthen our connection with each other and reinforce the pride of being part of such an innovative company,“ said Marina.
The activation also strengthened Lenovo’s relationships with key media outlets, creating opportunities for networking, executive conversations and storytelling around Lenovo’s innovation strategy, AI leadership and long term partnership with FIFA.