FIFA appoints Aleph multimedia partner in The Philippines

Aleph has been appointed by FIFA as the exclusive partner to lead commercialization and multimedia distribution of the FIFA World Cup 2026 in the Philippines. The mandate positions the company as the single access point for brands seeking advertising, sponsorship and commercial opportunities tied to the tournament in the local market.

The agreement covers multiple media platforms and gives advertisers in the Philippines a centralized route to inventory and partnerships linked to the competition. In the country, Aleph also represents platforms including X, Pinterest, Reddit and TikTok.

Digital demand shapes commercial strategy

Anna Dy, Country Head for the Philippines: "Football has officially moved from the sidelines to the center 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."

During the FIFA World Cup Qatar 2022, Asia recorded a digital streaming reach of more than 1.19 billion. As a FIFA media partner, Aleph plans a cross-platform rollout for 2026, spanning free-to-air television, pay TV, digital streaming, mobile and video-on-demand.

Expanded tournament format drives interest

The 2026 edition will feature 48 national teams competing across 104 matches over 39 days. It is also expected to mark the final World Cup appearances for players such as Lionel Messi and Cristiano Ronaldo.

Aleph points to changing viewing habits as a key commercial driver. Audiences increasingly watch live sports while engaging on mobile devices, creating parallel streams of attention that brands can activate. In 2022, Asia led globally in share of video views at 65.3 percent and share of hours viewed at 63 percent across digital streaming and social media during the tournament.

www.alephholding.com

www.fifa.com

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