FIFA has appointed a global digital advertising firm as its exclusive partner for multimedia distribution and commercialization of the 2026 World Cup in the Philippines.
In a statement released Thursday, the governing body said Aleph will serve as the single point of access for brands seeking advertising, sponsorship and commercial opportunities across multiple media platforms in the country.
Aleph will oversee distribution across free-to-air television, pay television, digital streaming, mobile and video-on-demand platforms as part of the 2026 tournament rollout. The company represents several global digital platforms in the Philippines, including X, Pinterest, Reddit and TikTok.
“Football has officially moved from the sidelines to the center of the Philippine sports conversation,” Anna Dy, Aleph country head for the Philippines, said. “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.”
The FIFA World Cup 2026 will feature 48 national teams competing in 104 matches over 39 days, marking the first time the tournament will adopt an expanded format. The event follows the 2022 World Cup in Qatar, which FIFA said generated a digital streaming reach of more than 1.19 billion in Asia.
According to the statement, Asia led global digital engagement during the 2022 tournament, accounting for 65.3 percent of video views and 63 percent of hours viewed on digital streaming and social media platforms.
FIFA said the 2026 edition is expected to further integrate live sports viewing with digital and mobile engagement, reflecting changing consumer behavior.
The 2026 World Cup is expected to be the last tournament in which veteran players such as Lionel Messi and Cristiano Ronaldo are likely to compete on football’s biggest stage.
FIFA, founded in 1904, governs international football and organizes major competitions, including the men’s and women’s World Cups and the Club World Cup. Aleph operates in more than 130 markets and focuses on digital advertising and cross-border payment solutions.
