BEST OF ICE – in this short series of articles, we want to present some of the highlights of this year’s key industry event.

Digitain added a football flavour to ICE Barcelona with two well-known names drawing attention to its stand. Luís Figo returned in his role as brand ambassador, joined this time by Alessandro Del Piero. Their appearance became a standout moment of Digitain ICE 2026 and is a BEST OF ICE.

There are quite a lot of brand ambassadors in the industry, and not surprisingly, many of them are footballers. But the relationship between Digitain and Luís Figo has been going on for four years and is surely something more profound. Luís is seen on many online banners, hosting Digitain’s new podcast, and was joined by fellow legend Alessandro Del Piero at this year’s Digitain ICE stand.

• Continuing a familiar ICE tradition, Digitain invited football stars  to take part in its exhibition activities. Figo and Del Piero toured the wider Digitain Group stands before heading to the main booth. There, they spent time speaking with partners, visitors, and industry professionals.

• A scheduled media Q&A formed the centrepiece of the visit. Both former players reflected on key stages of their careers and shared thoughts on how technology is changing football today. They also discussed why large-scale events like ICE matter for bringing different parts of the industry together.

• Figo also spoke about his involvement with the Digitain podcast during the session. He described how the project fits into his longer-term relationship with the company. Media attendees were given the chance to ask questions in a relaxed, open setting.

• The visit wrapped up with a raffle at the stand, where six visitors won signed shirts. Alongside the player appearances, Digitain used ICE 2026 to present new products through live demos and hands-on sessions. The stand underlined the company’s focus on product development, partner engagement, and visibility at global industry events.

Please find more news here.