Colombia's football fans to see digital engagement push as Infobip reports rising demand

Infobip’s Fan Engagement Report 2025/2026, released as Colombia’s national team qualified for the upcoming World Cup, highlights a shift toward digital channels for football fans. The study finds that 55 % of fans worldwide feel frustrated by lack of relevant communication from sports organisations, while 66 % of respondents would like to vote on or give feedback about team‑related decisions. In Colombia, 74 % say they would consume products and content from organisations they feel emotionally connected to, especially when offered tangible benefits such as prizes, official merchandise or priority ticket access.

Janeth Rodríguez, VP Revenue of Infobip LATAM, said: “The current fan wants to participate, voice opinions and feel recognised as part of a living community.” Brands are therefore encouraged to adopt AI‑driven conversational tools—chatbots, instant‑messaging and personalised news feeds—to create interactive, non‑intrusive experiences before, during and after the 90‑minute match. The report argues that such digital strategies will be crucial for companies aiming to build loyalty and stay top‑of‑mind among Colombia’s increasingly mobile and selective football audience.