GLOBAL digital advertising firm Aleph said digital platforms and lifestyle-driven content will play a major role in expanding football engagement in the Philippines ahead of the FIFA World Cup 2026.
During Aleph’s FIFA World Cup 2026 media roundtable in Bonifacio Global City, Taguig City, on Tuesday, May 12, company executives and sports media experts highlighted the growing online behavior of Filipino football fans and the need for sports organizations to adapt to changing viewing habits.
Aleph said Filipino FIFA fans are largely composed of Gen Z and young millennials, with around 80 percent under the age of 35 and a strong 18-to-24 demographic driving digital engagement.
Citing GWI Philippines 2025 data, the company said about 39 million Filipinos are interested in football.
Research presented during the roundtable also showed that 57 percent of Filipinos primarily use social platforms to watch live sports, while 44 percent use social media to discover sports content.
According to GWI Philippines 2025 and TGM Research 2024 data shared during the event, 54 percent actively follow news about the Philippines Football League, while 51 percent expect to follow FIFA World Cup 2026 through YouTube highlights.
The same research showed that 55 percent of Filipinos consider social media important for sports content, reflecting demand for fast, accessible, and engaging updates during sporting events.
Anna Dy, country head of Aleph Philippines, said football stakeholders should maximize the lifestyle aspect of the sport to attract more fans.
“I can provide advice, which is to really push the lifestyle side of it because it really can draw in more fans into the sport,” Dy said.
Amaia Navas, senior vice president for global partnerships, said Aleph also wants to help “elevate the conversation about sports, about football in the Philippines in general.”
“As soon as we provide more content and we make it more accessible, it's going to be to cover and engage,” Navas said.
Navas added that football should not only be viewed through statistics and competition, but also through the values associated with the sport.
Enrique Levy, global expert in sports media at Cayo TV, said the traditional sports broadcasting model is facing pressure as audience behavior continues to shift toward digital consumption.
“The sporting industry needs to find new ways to engage with the audience,” Levy said.
He said multi-channel distribution and continuous storytelling around football are critical to sustaining audience attention and growing the sport locally.
“Investing in telling the stories around the game is exactly what the Filipino football ecosystem should be doing in the future because this will grow the attention [and] attract more people to the game,” Levy said.
Levy added that the FIFA World Cup 2026 presents a major opportunity for football stakeholders in the Philippines to expand engagement and strengthen the country’s football ecosystem through accessible digital content.
