Soccer & Data Cup at Expo Dubai 2020 will be a 3-days international hybrid marathon of Sport Analytics combining fundamental techniques of data analysis and Artificial Intelligence. The event covers the subject area of Data Science, and aims to raise young people's awareness to the new frontiers of the complex analysis of digital data in the sport area. The students, with the help of Sport Analytics experts from University of Pisa (Department of Computer Science) and National Research Council of Pisa (Institute of Information Science and Technologies), found themselves immersed in a digital co-design competition using sports data of games from the five major European leagues of male football. After three days of work, in which the participants combined fundamental techniques of data analysis and artificial intelligence with sport, the students presented their projects to a jury called to choose the best team.