57 Percent of Brands Can’t Prove ROI on Sports Fan Engagement

New research commissioned by Infobip indicates that while brands are rapidly increasing investment in sports fan engagement, many struggle to demonstrate measurable business impact. The study highlights a growing disconnect between high levels of spending and the ability to verify a return on investment.

The global survey, which involved 500 marketing and digital leaders from sectors such as retail, telecoms, and financial services across 11 markets, found that brands currently dedicate an average of 13% of their annual marketing budgets to sports-related activations. While nearly 73% of these organizations expect their investment to grow over the next year, 47% admit to difficulties in delivering real-time engagement during live events. Furthermore, 57% of respondents stated that proving the ROI of their sports marketing spend remains a significant challenge.

”Half of brands can’t prove the ROI of their sports marketing – that’s not a measurement problem, it’s an infrastructure problem. AI and conversational channels like RCS turn every fan interaction into a trackable touchpoint, so brands can finally connect spend to results,” said Ben Lewis, VP of Marketing and Growth at Infobip.

The report also identifies a clear industry consensus regarding the role of technology, with 87% of leaders stating that AI is critical to the future of sports fan engagement. Automated content and journey orchestration were cited as improvements that would have the most substantial impact. As brands continue to increase their financial commitments to sports, the integration of orchestration, connected data, and real-time interaction is becoming vital for delivering personalized fan experiences.

To address these needs, Infobip recently introduced PitchMate, an AI-driven fan engagement solution for global football audiences powered by its AgentOS platform, which transforms fan interactions into trackable data points. In Latin America, Claro Sports has implemented an AI assistant utilizing Infobip’s platform and Google’s RCS technology, providing Mexican fans with real-time scores and interactive content directly through messaging channels.

Over the last twenty years, customer communications have transitioned from basic one-way messaging to sophisticated, conversational engagement. As the expectations of sports fans continue to rise, those brands that can successfully combine data, automation, and conversational channels will be the best positioned to generate measurable business results.