FOOTBALL IS NO longer a niche sport in the Philippines. It is no longer just a late-night cable indulgence or a distant European obsession. With the FIFA World Cup 2026™ on the horizon, the game has officially entered the Filipino mainstream — and brands are being invited to play.
On February 12, 2026, Aleph, a global digital advertising and fintech company, was appointed by FIFA as the exclusive partner for multimedia distribution and commercialization of the FIFA World Cup 2026™ in the Philippines. In practical terms, this makes Aleph the single gateway for brands looking to advertise, sponsor, and activate across platforms — from free-to-air and pay TV to digital streaming, mobile, and video-on-demand.
This is not a small assignment. It is a strategic power play.
Aleph operates in more than 130 high-growth markets and represents major digital platforms in the Philippines, including X, Pinterest, Reddit, and TikTok. With this ecosystem, the company is positioned to do more than broadcast matches. It can engineer conversations, spark fan-driven content, and connect brands to audiences who are watching with one eye on the screen and the other on their phones.
As Anna Dy, Aleph Country Head for the Philippines, aptly puts it: football has moved “from the sidelines to the center of the Philippine sports conversation.” The shift is cultural as much as commercial. Today’s fans do not just watch — they react, remix, meme, and mobilize. The World Cup is no longer a passive viewing experience. It is a participatory digital festival.
The numbers back this up. During the FIFA World Cup Qatar 2022™, Asia achieved over 1.19 billion in digital streaming reach. The region also led globally in share of video views (65.3%) and hours viewed (63%) on digital and social platforms. If 2022 was the proof of concept, 2026 is poised to be the full realization of sports as a multi-screen, multi-platform spectacle.
And 2026 will be historic. For the first time, 48 national teams will compete across 104 matches in 39 days. It may also be the final World Cup appearance for legends like Lionel Messi and Cristiano Ronaldo — a passing of the torch moment that will draw not only loyal fans but casual viewers eager to witness history.
Aleph’s mandate, therefore, is not merely logistical. It is experiential. The company sees opportunity in merging live sports with real-time digital interaction — unifying broadcast and mobile engagement into one seamless narrative. In a country where social media usage ranks among the highest in the world, that integration could redefine how Filipinos experience global sports.
The appointment signals more than a partnership. It signals recognition that the Philippine market is ready — commercially, digitally, and culturally — to stand on football’s biggest stage.
Come 2026, the World Cup will not just be watched in the Philippines. It will be streamed, shared, commented on, memed, monetized, and remembered.
And for brands willing to step onto the pitch early, the whistle has already blown.