Victoria University researcher Robert Aughey on football technology: “It will be an accepted part of the game very quickly”

Robert Aughey

Robert Aughey, a researcher and professor from Victoria University, has collaborated with FIFA for several years on leading-edge football technologies.

Late last year, Victoria University was confirmed as the first university in the world to be an official FIFA Research Institute, focussed on football technologies.

Among those innovations, Aughey (pictured at Sevilla FC) has collaborated on video-assistant refereeing (VAR), semi-automated offside technology and an inertial sensor that collects spatial positioning data in real-time that have played a major role in the World Cup in Qatar.

Aughey discusses how the newest and improved innovations introduced to the world game can be implemented for decision-making in the finest of margins, making it much easier and quicker. He spoke exclusively to Soccerscene regarding where the technology is sitting, how it works and what to expect.

Are there technologies planned for the following years to come in football? If so, what sort of technologies can we expect to see?

Robert Aughey: I’m not sure that there’s things specifically planned necessarily but l know that the manufacturers of current technology are always improving their products, so the semi-automated offside technology for example tracks a certain number of parts of the body using an optical tracking system and l know they are looking to greatly expand the number of parts of the body that are tracked so that will further increase the accuracy of it.

Can you briefly explain how the different technologies work?

Robert Aughey: There are a number of technologies – in the ball for example at the World Cup, they have what are called inertial sensors and it can basically measure the amount of force applied to the ball, which can be from the foot kicking it or the ball hitting the ground – or the ball not hitting Ronaldo’s head in the case of the World Cup recently. They also have gyroscopes in the ball which can measure spin rate on the ball which is something that hasn’t really come into broadcast yet, but l think it will come in soon.

The actual tracking of athletes and the determination of offside using the semi-automated offside technology that uses a number of cameras that are installed in the stadium are pretty impressive computer vision technology, to take those images and turn them into the effective location of the different parts of the body on the pitch and they do that around 50 times per second.

What has been the reaction to the different technologies that have been implemented?

Robert Aughey: I think it has been overwhelmingly positive. As the technology improves further and likewise the speed of decision-making, that it will be an accepted part of the game very quickly, like hawk-eye is in tennis of the Australian Open or LBW decision-making in cricket – it will just be a normal part of the game.

How did ball sensors identify that a goal first attributed to Cristiano Ronaldo was in fact scored by a teammate?

Robert Aughey: Because they measure the force applied to the ball, so the sensor in the middle of the ball reacts when force is applied to it and it was clearly evident in the data that there was no force applied by Ronaldo’s head, so clearly he didn’t touch it.

Why was the Japan goal allowed to stand against Spain despite video-assistant refereeing (VAR) ruling it had not crossed the line?

Robert Aughey: The goal was allowed to stand because the ball did not fully leave the field of play. The goal line camera which is used for the goal line technology clearly showed the part of the ball was still within the field of play and not fully outside the field, so the correct decision was made in the end.

How does the ball work together with cameras to determine offsides?

Robert Aughey: The thing you obviously need with offsides is that you need to know exactly when the ball was kicked. The cameras take 50 images per second but the ball is sampling information at 500 times per second so you get a much more precise timing of when the ball was actually kicked, so that the two data sets are synchronised and you can then determine offside from there.

Any chance these technologies can be wrong?

Robert Aughey: Not wrong as such, as there’s levels of precision in any measurement system including referees, so we know how accurate the systems are and if they are used within the decision-making, they can’t be wrong as such. They could fail in theory in the sense that you could fail to have the technology available, but if that were to happen then the referee just does his or her job and we move on as if the technology wasn’t there.

Victoria University has released a video on some of the technology in action, which was conducted at Melbourne’s Marvel Stadium. You can view the vision and more words from Robert Aughey here.

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IMG takes commercial lead on inaugural FIFA ASEAN Cup

IMG has been appointed to lead the global commercialisation of the inaugural FIFA ASEAN Cup, giving the new Southeast Asian national-team competition an established international sports business partner ahead of its first edition.

Under the strategic partnership, IMG will manage worldwide media and sponsorship rights sales while also overseeing broadcast production for the tournament, which takes place from 24 September to 5 October across Indonesia and Hong Kong, China.

The inaugural competition will feature 14 national teams, including all 11 ASEAN members alongside guest nations, with matches split between two divisions. Division 2 fixtures will be played in Jakarta and Badung, while Division 2 matches will be played in Hong Kong.

The agency’s role will include selling sponsorship and media inventory internationally while helping establish the broadcast infrastructure required to present the tournament to audiences outside Southeast Asia.

The partnership builds on IMG’s existing strategic relationship with PT Garuda Sepak Bola Indonesia, which has been working with the Football Association of Indonesia since 2025 on areas including commercial strategy, media rights, production and digital development.

For FIFA, the tournament creates another international football property in a region with a large and increasingly connected football audience.

For IMG, it adds another major regional property to a football portfolio that already includes competitions and organisations across Europe, the Americas, Asia and Africa.

The immediate challenge will be turning the inaugural tournament into a sustainable commercial property capable of attracting broadcasters and sponsors beyond its first edition.

If successful, the FIFA ASEAN Cup could provide Southeast Asian national teams with a recurring commercial platform while giving IMG another foothold in one of football’s developing markets.

‘Wunderbar’ – FC Bayern turns to enterprise AI with Wonderful partnership

FC Bayern Munich is taking another step into the world of artificial intelligence after agreeing to a three-year global partnership with enterprise AI company Wonderful. The deal makes Wonderful the German club’s Official Enterprise AI Partner until 2029. The partnership will focus on putting AI into real-world use across Bayern’s operations, rather than limiting it to experiments or demonstrations.

AI to assists Matchday Fan Services

Wonderful’s first project will target one of the busiest and most varied areas of the club: matchday fan support. Specifically, initial implementation will be an AI agent designed to provide digital ticket support. Matchdays create a huge spike in demand for customer service for all manner of reasons: fans may struggle to access tickets, encounter account problems or need help with time-sensitive issues shortly before kick-off.

Bayern plans to use Wonderful’s technology to handle these requests faster than previously. Instead of each individual case entering a traditional support queue, the AI agent can process requests instantaneously, interacting with the club’s existing systems to hopefully resolve it. The aim is simple: get fans answers in moments, and into their seats!

The system will be integrated into Bayern’s existing technology environment – important as the AI will not operate as a separate chatbot disconnected from the club’s data and systems. It is being designed to work within the infrastructure Bayern already uses.

How Wonderful AI works

Wonderful describes its platform as an ‘enterprise AI system built to create, operate and improve AI agents.’ Those agents can perform tasks rather than simply generate text. They can work with company data, access connected systems and complete multi-step processes. The platform uses a system of reusable “skills”. Each skill can contain the instructions, tools, information and checks needed to complete a particular task. An agent can then use the appropriate skills depending on what a user needs.

For Bayern, that could mean an agent identifying that a fan has a ticket-access problem, retrieving the relevant information from the club’s systems and helping resolve the issue. Wonderful also connects its agents to existing enterprise systems. Its platform is designed to work with data platforms, customer relationship systems and other systems of record. This allows an agent to act on current information instead of relying solely on a static database.

More than a ticketing tool

Bayern and Wonderful have indicated further enterprise AI use cases will be introduced during the partnership. While customer support is an obvious starting point, AI agents could theoretically assist internal teams, automate administrative workflows or help employees find and process information.

Wonderful’s platform is designed to support customer-facing agents as well as internal and back-office workflows. It can operate across channels including chat, email and voice, giving the partnership room to expand beyond the first use case. The company also uses a deployment model built around teams working directly with organisations to put AI into production.

Bayern’s AI Strategy Enters a New Phase

The partnership signals a broader shift in how football clubs can use AI. Rather than focusing solely on analytics, Bayern is looking at AI as part of its everyday operations.

The first test will come through fan service. If the ticketing agent can reliably solve problems during the pressure of matchdays, the club will have a practical foundation for expanding AI into other areas. For the club, the biggest opportunity is therefore not one chatbot, but the creation of AI infrastructure that can support multiple parts of its organisation.

The three-year partnership gives the club and Wonderful time to develop that infrastructure. The first use case is focused and practical. The longer-term ambition is considerably broader. The next phase will be about proving that technology can make the experience better for fans while also making the organisation more efficient behind the scenes.

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