FIFA has appointed Aleph as its exclusive partner for multimedia distribution and commercialization of the FIFA World Cup 2026 in the Philippines, giving the digital advertising firm sole responsibility for managing advertising, sponsorship and commercial access across the local market.
The agreement positions Aleph as the single point of contact for Philippine brands seeking to tap into World Cup inventory across free-to-air television, pay TV, digital streaming, mobile and video-on-demand platforms.
Aleph operates as a global digital advertising company with a focus on media monetization and cross-border payments. In the Philippines, it also represents major digital platforms including X, Pinterest, Reddit and TikTok. With this appointment, the company expands its role beyond platform representation into large-scale sports media commercialization.
The FIFA World Cup 2026 will mark a structural shift for the tournament itself. It will be the first edition to feature 48 national teams, expanding from the traditional 32-team format. The tournament will run for 39 days across 104 matches. The 2026 edition, hosted across North America, is also widely expected to be the final World Cup appearance for long-standing football figures such as Lionel Messi and Cristiano Ronaldo, adding generational significance to the event.
From a market standpoint, FIFA is leaning heavily into digital distribution growth. During the FIFA World Cup Qatar 2022, Asia recorded a digital streaming reach of more than 1.19 billion. The region also led globally in share of video views at 65.3 percent and share of hours watched at 63 percent across digital streaming and social media platforms.
For the Philippine market, the partnership signals a coordinated effort to consolidate broadcast and digital monetization under one commercial entity. Aleph is expected to manage integrated campaigns that bridge traditional television with mobile-first engagement, reflecting shifting consumption habits where live sports viewing increasingly overlaps with second-screen social interaction.
For brands, the 2026 cycle presents a different media landscape compared to previous tournaments. Audience engagement is now driven not only by broadcast reach but also by digital participation, user-generated content and real-time social amplification. Consolidating commercial access under a single partner may simplify entry for advertisers, particularly those targeting younger, mobile-centric audiences.
The FIFA World Cup 2026 is scheduled to begin in June 2026.