The prevalence of artificial intelligence (AI) technology in top-level sport is growing, and soccer is no exception.

Soccer AI company Soccerment is one that is aiding teams and players to increase performance by using AI to collate and present performance data. Its AI-infused “XSeed” shinguards in particular monitor activity on both legs and turn it into data.

The company believes that the future of soccer will be driven by data and that AI is essential in enabling that. In order to proliferate this, the company has taken steps to increase its partnerships within the sport.

Soccerment has recently partnered with Italian soccer star Federico DiMarco of Italian giants Inter Milan, with the aim of helping the player develop his game. DiMarco will use the XSeed shinguards, which will in turn furnish him with information about his performance. DiMarco’s data is also made public as part of the deal, allowing fans who also use Soccerment to see how a professional player performs.

Dimarco is represented by global sports agency Roc Nation, which will also play a role in the deal. The agency will use its expertise in marketing drawn from its history in entertainment and music as well as sport to amplify Soccerment’s reach and improve brand recognition and engagement.

With the partnership a major milestone for the tech firm, Soccerment chief executive Aldo Comi spoke to GlobalData Sport, outlining what both the player and the company gain from the partnership, and how the role of AI is evolving in the soccer space.

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Why integrate AI into hardware and what insights can Soccerment AI provide?

“AI integration into hardware, like our XSEED shinguards, enables a seamless capture of data, significantly enriching the quality and granularity of insights. This converging technology can measure multiple aspects, from ball contact to player motion, and then interpret this raw data to provide actionable analytics. For example, XSEED is unique in offering advanced metrics like expected goals, which could be a powerful tool for both coaches and players.”

What value does Soccerment gain from partnerships such as this?

“Partnerships with individual players like Federico Dimarco serve as a real-world validation of our analytical tools. These collaborations allow us to fine-tune our algorithms based on real performance data and feedback. The resulting insights can be used not just to optimize a single player's performance but can be applied more broadly to benefit the entire ecosystem of football analytics.”

What influence and insight will Roc Nation have on the partnership?

“Although I can't speak for Roc Nation, it's safe to assume that their expertise in talent management and entertainment could offer a unique perspective on how data analytics can be applied beyond just on-field performance. Their involvement could help translate our analytics into compelling narratives that resonate with fans and stakeholders, enhancing the sport's commercial and entertainment value. This partnership could serve as a fulcrum for broader engagements across industries, integrating football with entertainment, digital media, or even educational initiatives.”

Beyond individual player partnerships, what commercial avenues is Soccerment targeting to expand the use of AI in the sport?

“Apart from player partnerships, we are actively exploring collaborations with teams, leagues, and even broadcasters. The goal is to make our AI-powered analytics tools indispensable for tactical planning, player recruitment, and fan engagement. We are also considering SaaS (software as a service) models that could provide other businesses in the football industry with access to our analytics engine.”

What future do you think wearable AI-integrated tech has in the game of football and do you see major parties adopting it more in the future?

“Wearable AI-integrated technology is on the cusp of becoming a transformative element in football. Its potential goes beyond just performance analytics – it could revolutionize injury prevention, tactical planning, and even refereeing. Major parties in the sport are likely to adopt it more readily as the technology proves its value—both in enhancing athletic performance and in commercial applications like fan engagement.”