LaLiga president says tech is already making the fan experience better, and it could solve football’s money problem too

The World Cup may have ended with Spain’s extra-time goal yesterday, but soccer fans and league presidents alike are still discussing the ramifications of what this year’s tournament may bring the sport for years to come. For starters, it was expanded to include 48 teams from the usual 32. Plus, video assistant referee (VAR) technology has been met with applause and groans alike—as has the new referee-cam. There’s also a semi-automated offside alert that shows in high-res down almost to the individual blade of grass where a player was out of position.

Regardless of how you feel about the expansion or the technology, it’s something soccer clubs are grappling with today. For Javier Tebas, president of the Spanish LaLiga soccer league, AI and data are improving how fans experience the sport. Pair that with anti-piracy enforcement, and the increased tech could preserve revenue, removing football’s need for more competitions.

Tebas, speaking in Spanish at the Globant Tech Summit in New York, said technology is already changing football for the better, and the clearest evidence is in how fans experience the game. Organizations that know “how to have tools, use them, and operate them correctly” can “improve an important part of our objective, which is the user experience.”

“The adoption within our organizations is, for me, key,” Tebas said, ad...