A new study commissioned by global cloud communications leader Infobip reveals a widening disconnect between sports fans and their favorite teams — and a growing demand for always-on, personalized digital engagement that goes beyond match days.
The research, which surveyed 1,500 football, baseball, cricket, and American football fans across the US, Europe, and India, found that 66% of fans feel disconnected due to poor communication from clubs — a number that rises sharply to 81% among those under 35.
Fans Want More Than Game-Day Updates
The study highlights a strong appetite for deeper, two-way interaction:
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70% of fans want year-round engagement, including exclusive behind-the-scenes content and personal stories from players.
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82% currently follow teams on social media, yet many said the content feels generic, one-way, and impersonal.
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Nearly half of all respondents said they feel like “just a number,” pointing to a need for authentic, conversational communication.
Meanwhile, affordability is a growing concern — 61% of fans said rising prices for tickets, subscriptions, and merchandise are pushing them away from the sports they love.
Technology as the Game-Changer
The findings reveal a major opportunity for sports clubs to use AI-driven engagement and digital innovation to rebuild loyalty and emotional connection.
Zeid Shubailat, Director at Infobip MENA, said:
“Fans across the GCC want to feel part of their teams’ journey all year round. With conversational AI, gamification, and intelligent messaging, clubs can deliver personalized, real-time fan experiences that foster deeper relationships.”
He noted that the Middle East’s sports landscape is rapidly evolving — with Saudi Arabia’s $6 billion investment under Vision 2030, the rise of international football sponsorships, and the growth of global racing events in Saudi Arabia, Bahrain, Qatar, and the UAE, all driving an unprecedented surge in fan engagement.
AI-Powered Connection: From F1 to the NFL
Infobip’s platform is already transforming fan engagement worldwide.
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For the MoneyGram Haas F1 Team, Infobip powers AI chatbots on WhatsApp, including the interactive ‘RaceMate’ AI companion and a digital avatar of F1 driver Oliver Bearman, offering real-time updates and personal interaction.
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In the US, the Los Angeles Chargers use Infobip’s Apple Messages for Business to deliver exclusive content, match alerts, and instant fan support.
By leveraging AI, automation, and omnichannel communication, Infobip helps sports teams deepen loyalty, boost merchandise sales, increase viewership, and unlock new revenue streams — creating a smarter, more connected fan experience.
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