Como 1907 and Google DeepMind Launch AI Football Hackathon

An Italian professional football club, Como 1907, is partnering with Google’s artificial intelligence research division, DeepMind, to host a two-day hackathon focused on developing AI tools for use in the sport. The event, called Data on the Lake, aims to bring together data scientists, machine learning engineers, and sports technology professionals to build practical solutions that can support football decision-making.

The hackathon is part of Como 1907’s broader strategy to leverage its position as a professional club to drive innovation in the industry. Founded in 1907, the club has recently returned to Serie A and has established itself as a hub for football and lifestyle activities, including retail, hospitality, media, and tourism.

As part of this effort, Como 1907 operates through affiliated companies under a Multi-Club Servicing business model, providing services and expertise to other football organizations. This structure gives Data on the Lake a potential route beyond a one-off event, with successful tools potentially being tested inside the club and applied across its operations.

The hackathon will take place in Como, Italy, from July 24th to 25th, 2026, immediately before the second edition of Football on the Lake and the Como Cup. The invitation-only event is open for applications, but places are limited and subject to approval by the organizers.

Data scientists, machine learning engineers, developers, sports technology professionals, and technical founders are invited to participate in the hackathon, which will focus on developing AI tools designed for use inside a professional football club. Participants will work with a curated dataset provided by Como 1907 and build solutions that can tackle real-world problems in football.

The event is aimed at exploring how artificial intelligence can support football decision-making, particularly in areas where data collection and operational use are currently disconnected. According to Mo Dabbah, Chief Technology Officer of Como 1907 and SENT Entertainment, ‘Football produces an extraordinary amount of information, but the real opportunity lies in how clubs turn that information into better decisions.’

The hackathon will run under the theme The Future of Football Intelligence, with teams competing across two judging categories: technical innovation and practical utility. A curated dataset provided by Como 1907 will be made available to participants, along with access to tooling and focused build time.

A judging panel comprising technical, football, and business experts will evaluate submissions based on their technical strength and potential usefulness inside a professional club. The event will also include contributions from the club’s data science and football operations teams, Google DeepMind representatives, Como Ventures, and The Players Fund.

The program will cover various aspects of AI tooling, football data, startup innovation, and applied technology in sport. Participants can expect to engage with technical briefings, project presentations, networking opportunities, and sessions on AI tooling and its applications in the sports industry.

Registration for Data on the Lake requires host approval, but applications are now open for interested participants. The event is expected to provide a platform for innovators to showcase their ideas and potentially pilot or scale their solutions within Como 1907’s football ecosystem.