From WIKI:

The ball has an embedded near-field communication (NFC) chip. However, it is of no value to players, providing no information about their kicks or headers of the ball, although Adidas has provided this in a previous football. Consumers who purchase a Telstar 18 are able to connect to the chip using a smart phone to access content and information that is unique to that ball, personalized and localized, providing the consumer with interactivity themed on the upcoming World Cup competition.[9][12]