New Infobip study reveals fans feel ‘disconnected’ and ‘excluded’
Kuala Lumpur, Malaysia, October 8, 2025 /PRNewswire/ — A new search commissioned by global cloud communications platform Infobip reveals a growing demand among sports fans for ongoing, personalized engagement with their favorite teams. The global study shows that two thirds (66%) of fans feel disconnected due to poor communication between clubs, with this figure rising to 81% among under-35s. The study of 1,500 American football, baseball, soccer and cricket fans across the United States, Europe and India, reveals widespread frustration with generic one-way communication and a strong appetite for deeper relationships with clubs beyond matchdays.
More than 70% of fans want ongoing communication during the offseason, including behind-the-scenes content and personal player stories. Meanwhile, 82% currently use social media to follow their teams, although many have expressed interest in richer, exclusive content via direct messaging and mobile apps.
Many described current engagement as transactional and impersonal, with nearly half feeling like it’s “just a number.” Affordability also emerged as a major barrier: 61% of fans overall said the rising costs of subscriptions, tickets and merchandise were keeping them out of the game.
Driven by a desire to better understand the evolving needs of fans and explore how technology can reshape sports engagement, the study highlights a significant opportunity for clubs to strengthen fan loyalty and satisfaction through digital innovation and personalized communication.
Ervin Jagatić, Product Director at Infobip, said: “Fans want a deeper, two-way relationship with their teams that keeps them engaged throughout the year, not just on game days. Using AI and other new technologies, such as conversational AI gamification, sports organizations can create real-time, personalized fan experiences that build loyalty and drive participation. Infobip’s AI-driven chatbots on platforms like WhatsApp and Rich Communication Services (RCS) allow fans to instantly ask questions, access exclusive content and receive updates. 24/7.”
Infobip’s platform enables teams to deliver this next-generation engagement, from real-time match alerts and advance ticket sales to seamless personalized support. The result: stronger fan relationships, increased merchandise sales, higher viewership, and new revenue streams.
Infobip is already transforming fan engagement for leading sports organizations around the world. For the MoneyGram Haas F1 Team, Infobip is deploying AI-powered chatbots and messaging platforms like WhatsApp to provide real-time interaction, including the upcoming AI companion “RaceMate” and an interactive AI version of F1 driver Oliver Bearman that brings fans closer to the team. In the United States, Infobip is partnering with the Los Angeles Chargers to improve communication with fans through Apple Messages for Business, offering exclusive content and instant updates.
Meanwhile, in Latin America, Infobip has partnered with Claro Sports to develop a sophisticated AI-powered chatbot using Google’s Rich Communication Services (RCS), providing Mexican sports fans with real-time scores, athlete notifications and interactive experiences across multiple messaging channels.
Read the survey here: https://www.infobip.com/downloads/sports-fan-engagement-report
About Infobip
Infobip is a global cloud communications platform that enables businesses to create connected experiences at all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact center solutions help businesses and partners overcome the complexity of consumer communications to grow their business and increase loyalty. It offers native technology with the ability to reach more than seven billion mobile devices and objects across 6 continents connected to more than 9,700 connections, of which more than 800 are direct carrier connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić and Izabel Jelenić.
Recent awards won include:
- Infobip named Leader by Gartner® Magic Quadrant™ for Communications Platform as a Service (CPaaS) for the third year in a row. In 2025, positioned furthest away in the entire vision (July 2025)
- Infobip ranked among the top 75 most innovative European companies in 2025 by Fortune, placing it in the top 25% of all organizations listed (June 2025)
- Infobip ranked Leader in the Omdia CPaaS Universe report for the third time (April 2025)
- Infobip ranked among the established leaders in the Juniper Research Conversational AI Leaderboard (February 2025)
- Infobip named CPaaS Leader for the third time in the IDC MarketScape (February 2025)
- Infobip Named a Top CPaaS Provider in Metrigy’s MetriRank CPaaS Report (December 2024)
- Infobip Named Number One Among Established RCS Business Email Leaders in Juniper Research’s 2024 RCS Business Email Competitor Rankings (November 2024)
- Infobip Recognized as the Number One Vendor in the AIT Fraud Prevention Market by Juniper Research (October 2024)
- Infobip named to Fast Company’s annual list of the world’s most innovative companies (March 2024)
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SOURCE Infobip
