Game season is on! AI-driven mobility intel helps soccer fans score big

The biggest soccer tournament on the planet is kicking off in North America, and that means one thing for host cities: absolute turmoil on the roads.

Millions of fans, players and staff will all be on the move at once, with road closures appearing and traffic conditions changing by the minute. Getting everyone where they need to be more reliably—whether travelling on foot, by bike, by public transit or by car—will require intelligence that can predict what happens next.

At HERE, we see this moment as a proof point for what location intelligence can do at a global scale.

A different kind of busy

HERE WeGo takes the guesswork out of match day. Whether fans are heading to the stadium or local drivers just trying to get across town, the navigation app provides live traffic conditions, AI-powered routing and real-time road closure updates pulled directly from local authorities, so everyone will know what's actually happening on the roads.

By analyzing historical traffic patterns alongside real-time signals and event-level data, HERE AI models anticipate congestion before it builds and predicts how it will dissipate after matches. That means fans and drivers can avoid delays rather than get stuck in them. Routes adapt continuously as conditions evolve, integrating live road closure and incident reporting from local authorities for a real-time picture of game day.

Fans using the HERE WeGo app get live rerouting, offline maps and multimodal journey options. The official tournament app—built with our partner Nagarro using our platform—gives stadium directions, road closure alerts and dynamic rerouting in one place.

What’s more, automakers and businesses using the HERE SDK will benefit from the same traffic intelligence within their own applications and in-vehicle navigation systems.

“Moving millions of people efficiently during events of this scale demands more than navigation, it requires intelligence that adapts in real time,” said Andrei Dmitriev, Director of Product Management at HERE. “By combining live traffic signals with predictive intelligence, HERE helps fans, drivers and partners make smarter decisions and arrive with greater confidence, even in rapidly changing conditions.”

Beyond the final match

The collaboration builds on a multiyear partnership between HERE and Nagarro supporting logistics and driver applications for large-scale global events. These systems are used to coordinate the movement of players, staff and equipment, making accurate routing and timing critical to event execution.

If this approach can handle game day traffic for a global tournament, it can handle a lot. Any city dealing with fast-moving, unpredictable conditions can benefit from the same thinking: predict, adapt and keep people moving.