Sport

Colombia’s recent enhanced sports competitiveness at the international level is raising the sector’s commercial prospects. The government’s commitment to the promotion of sports is particularly visible in the budget allocated to Coldeportes, the body responsible for the promotion and management of sports resources, which increased from $167m in 2013 to $178m in the 2014 budget. The private sector is still relatively shy in this area. However, the success of the Colombian national football team at the Brazil 2014 World Cup seems to be raising the private sector’s interest. Colombia went from having a single sponsor in the late 1980s to becoming financed and promoted by large firms such as Bavaria, Movistar, Avianca and Pacific Rubiales. While the attention of the media and the general public remains focused on football, which also tops the rankings in terms of attracting sponsorships and investments, other sports have gradually begun increasing their profile within the country. This chapter contains an interview with Andrés Botero, Director, Administrative Department of Sport, Recreation, Physical Activity and Use of Free Time.