Zurich, Switzerland, April 28, 2026 — As the FIFA World Cup continues to bring billions of fans together across continents, Johann Brégand, Global Head, Institutions at Interprefy, highlights the growing role of multilingual technology in helping global audiences move from shared viewing to genuine participation.
Few events capture global attention like the World Cup. Fans across the world may speak hundreds of different languages, but they are united by the same passion for the game. Yet while football itself is often described as universal, the conversations surrounding it are not always equally accessible.
Press conferences, athlete interviews, tactical analysis, fan engagement platforms and international broadcasts all depend on effective language access to ensure audiences can fully understand and engage with what is being communicated.
According to Brégand, this is where multilingual technology is becoming increasingly important.
The World Cup shows the extraordinary power of sport to unite people across cultures and borders. But true connection depends on more than bringing people together in the same moment. It depends on whether they can understand, participate and feel included in the conversation around that moment. — Johann Brégand, Global Head, Institutions, Interprefy
From Shared Moments To Shared Understanding
Sport succeeds where many industries struggle: it creates emotional connection at global scale. A goal, a save or a final whistle can be understood instinctively across cultures. But much of the meaning around those moments — what athletes say, how coaches explain decisions, how journalists ask questions and how fans engage with content — can be lost when language access is limited.
These gaps do more than create inconvenience. They shape who can fully participate in the global conversation. Fans may miss important context, journalists may face barriers to access, and athletes may struggle to express themselves with the depth and authenticity they intend.
For global sports organisations, broadcasters and rights holders, this makes multilingual communication more than a logistical requirement. It is becoming a strategic capability.
Why Real-Time Translation Matters
AI-powered speech translation and live captions are changing how international audiences experience major events. They allow fans to follow interviews, announcements and analysis in their own language as events unfold, helping create a more inclusive and engaging experience.
This shift is especially important as audiences become more global, digital and always-on. Fans increasingly expect more than the action on the pitch. They want access to the stories, personalities and perspectives behind the performance.
By removing communication barriers, sports organisations can help audiences engage more deeply with athletes, teams and competitions, while expanding the value of content across international markets.
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Turning Global Reach Into Genuine Connection
The World Cup demonstrates the scale of global sport. But the next phase of audience engagement is not only about how many people are watching. It is about how fully they can understand, respond and participate.
For Brégand, the lesson extends beyond sport. Any organisation operating internationally needs to recognise that communication which is not accessible is inherently limited. Whether engaging fans, customers, employees or stakeholders, multilingual communication is central to building trust and connection across borders.
As global audiences continue to grow, inclusive communication will play an increasingly important role in how organisations connect with the world.
Sport has long shown what is possible when people share a moment. The next step is ensuring every audience can fully understand and participate in that moment — turning global reach into genuine connection.
About Interprefy
Interprefy is a global leader in cloud-based, multilingual communication services. Founded in Switzerland, the company aims to empower global communication by providing innovative solutions that leverage advanced AI technology and human expertise, enabling seamless multilingual communication for events and gatherings worldwide. Interprefy enhances engagement, inclusivity, and sustainability in the event industry through its commitment to technological innovation and environmental responsibility.
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