Claro Colombia has been appointed the official broadcaster of all Colombian national soccer teams following a new agreement with the Colombian Football Federation (FCF), marking a major shift in the country’s sports media landscape.
The deal covers all national teams, including men’s, women’s, youth, and futsal sides, with Claro leveraging its digital and telecommunications infrastructure to deliver match coverage and fan engagement across Colombia.
A telecom-driven broadcast strategy
The partnership underscores the growing role of telecom companies in sports broadcasting, as Claro steps in to replace former broadcaster Movistar following its exit from the deal.
Claro, part of the global telecom group América Móvil, emphasized its commitment to expanding access to high-quality digital viewing experiences.
“We want to be present for every goal, celebration, and moment that makes Colombia vibrate,” said Rodrigo de Gusmao, president of Claro Colombia.
Strengthening national team visibility
The agreement aligns with Colombia’s broader international ambitions, particularly as the men’s national team prepares for the 2026 FIFA World Cup in North America.
The team qualified automatically after finishing third in South American qualifying, ahead of traditional powers such as Brazil.
Claro’s involvement ensures broader domestic visibility for a national team that remains one of the country’s most unifying cultural forces.
Broadcast landscape in Colombia
While Claro becomes the official broadcaster of the national teams, broader tournament rights for the World Cup are held by a mix of media partners.
DirecTV holds exclusive rights to broadcast all 104 World Cup matches in Colombia, while free-to-air coverage will be shared by broadcasters such as Caracol Televisión and RCN Televisión. Pay-TV rights for a subset of matches are also held by Win Sports.
A broader commercial ecosystem
The deal positions Claro alongside other major sponsors of the Colombian federation, including global and regional brands such as Adidas, Avianca, and Bancolombia.
FCF president Ramón Jesurun highlighted Claro’s national reach, calling the company “the telecommunications provider with the widest coverage in the country” and emphasizing the long-term potential of the partnership.
A shift in sports media power
The move reflects a wider trend in global sports broadcasting, where telecom companies are increasingly becoming central players—not just as distributors, but as strategic partners shaping how fans consume live sports.
As Colombia prepares for a packed international calendar, Claro’s entry signals a new era in how the country’s football identity will be broadcast, monetized, and experienced.