FIFA names exclusive commercialisation partner for World Cup 2026 in the Philippines

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Aleph has been appointed by FIFA as the exclusive partner to lead commercialisation and multimedia distribution of the FIFA World Cup 2026 in the Philippines, positioning the company as the single access point for brands seeking to tap into football’s biggest global stage.

The mandate designates Aleph to oversee advertising, sponsorship and broader commercial opportunities across multiple media platforms in the Philippine market. As a FIFA’s media partner, the company will roll out comprehensive coverage spanning free-to-air, pay TV, digital streaming, mobile and video-on-demand.

In the Philippines, Aleph already represents global platforms including X, Pinterest, Reddit and TikTok, among others – a footprint that underscores its ability to bridge premium sports content with social and digital ecosystems.

Don't miss: Coca‑Cola gets fans bubbling ahead of FIFA World Cup 2026

Anna Dy, Aleph country head for the Philippines, described the appointment as a defining moment for both the sport and the market.

“Football has officially moved from the sidelines to the centre of the Philippine sports conversation. We are seeing a fundamental shift in fan culture, where digital content creation has become a primary way for fans to live and share the sport in real-time. For brands in the Philippines, this is a massive opportunity to connect with an audience that is more mobile, more expressive, and more invested in the game than ever before.”

Her comments reflect a broader regional trend. During the FIFA World Cup Qatar 2022, Asia achieved a digital streaming reach of more than 1.19 billion. The region also led globally in share of video views (65.3%) and share of hours viewed (63%) across digital streaming and social media during the tournament.

With consumers increasingly watching live sport while simultaneously engaging on mobile devices, Aleph sees potential in merging these parallel streams of attention into integrated brand experiences – from broadcast exposure to real-time social interaction and commerce-enabled touchpoints.

The 2026 edition will mark a historic first for the tournament, expanding to 48 national teams competing across 104 matches over 39 days. It will also represent what many expect to be the final World Cup appearances for legends such as Lionel Messi and Cristiano Ronaldo, further heightening global anticipation.

For Philippine marketers, the expanded format and intensified digital consumption patterns present a rare convergence: scale, cultural relevance and multi-screen engagement in one unified property.

Aleph operates across more than 130 high-growth markets, combining media, cross-border payments and local market expertise. The company maintains exclusive partnerships with over 50 leading digital platforms and runs teams in more than 90 offices worldwide. Beyond commercial operations, it also advances digital inclusion through its Digital Ad Expert education initiative, recognised by UNESCO’s Global Skills Academy.

FIFA, founded in 1904, oversees the development and governance of football globally, organising tournaments including the FIFA World Cup, the FIFA Women’s World Cup and the FIFA Club World Cup.

With four years of anticipation culminating in 2026, Aleph’s appointment signals not just a media rights agreement, but a strategic push to align broadcast scale with social velocity – giving brands in the Philippines a consolidated gateway to football’s most powerful global moment.

share on