Ask Onix
England turns to AI for World Cup advantage
The Football Association is integrating artificial intelligence across training, tactics, and player welfare as part of its strategy for the 2026 FIFA World Cup in North America. Analysts, data scientists, and in-house developers are using AI to distill vast datasets into actionable insights for coaches and players.
Penalty precision through data
AI tools now process decades of penalty records from 47 national teams in hours-a task that previously took five days per squad. The system identifies patterns in opponents' shot placement and goalkeeper tendencies, then condenses findings into concise briefings for players like goalkeeper Jordan Pickford.
"AI reveals tendencies we might overlook," said Rhys Long, the FA's head of performance insights since 2016. "We can show a keeper where a specific striker is likely to aim, based on every penalty they've taken since age 16. What once took days now takes minutes."
England's penalty conversion rate has climbed to 23 of 27 in-match attempts this decade, with AI also helping reduce players' mental strain by recommending optimal placement zones.
"The team presented us with individualized heat maps before Euro 2020," recalled defender Conor Coady. "Knowing the staff had analyzed the data took the pressure off-it was their call, not ours."
Conor Coady, England squad member
Real-time tactics and player welfare
AI-powered software tracks thousands of on-field actions per second, flagging tactical patterns for immediate halftime adjustments. At St George's Park, an interactive meeting room with 3D touchscreens lets players engage with data-driven strategies, from set-piece routines to defensive formations.
Beyond match preparation, AI monitors players' wellness data-sleep quality, fatigue levels, and injury risks-to tailor training loads and nutrition plans. Daily iPad surveys capture subjective feedback, which staff cross-reference with performance metrics to optimize recovery.
"AI surfaces anomalies in wellness data that might affect a player's training," Long explained. "A physio can then intervene before an issue escalates. What used to take days now takes hours."
Resource gap raises concerns
England's investment in AI-including bespoke software and dedicated analytics teams-positions it alongside Germany and the USA as leaders in sports technology. However, smaller federations warn of a widening divide.
"England has unlimited resources; we have one analyst and a tight budget," said Tom Goodall, Iceland's sole full-time performance analyst. "Expensive AI tools are a gamble we can't afford."
Critics also question AI's long-term impact on jobs, though Long emphasized its role as a decision-support tool. "AI won't pick the team or play the game," he said. "It's about augmenting human expertise to give players a competitive edge."
Balancing innovation and ethics
The FA stresses selective adoption of AI, prioritizing tools that demonstrably enhance performance. "We don't chase every shiny new toy," Long noted. "The focus is on whether it helps players make better decisions."
As the World Cup approaches, England's AI-driven approach will face its toughest test against traditional powerhouses like Spain, France, and Argentina-teams that have historically outperformed in tournaments despite less reliance on technology.
