February 16 – Global digital advertising firm Aleph has been awarded exclusive media rights to the 2026 World Cup in the Philippines.
Through a newly unveiled gatekeeper agreement, Aleph will control the commercialization and multimedia distribution of the tournament across the Philippine market.
Aleph will appoint media partners across free-to-air television, pay-TV, digital streaming, mobile and video-on-demand, while also acting as the central access point for brands seeking advertising, sponsorship and commercial activation across “multiple media platforms in the Philippine market.”
The tender process in the Philippines only went live in November, giving interested parties the chance to bid for both the men’s World Cup and next year’s Women’s World Cup.
Broadcasters are increasingly becoming cautious, waiting until closer to the tournament to better understand audience demand, advertising conditions, and their platform strategy, as viewing habits are shifting rapidly toward digital and mobile consumption. Committing too early can be a financial risk.
Anna Dy, Aleph’s country head in 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. 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.”
These last-minute deals can also create leverage for broadcasters and FIFA from both sides of the fence. As kick-off nears, scarcity intensifies, audiences crystallise, and the World Cup’s history and popularity start driving decision makers.
Historically, the Philippine market has leaned on a mix of broadcasters. The 2022 men’s World Cup in Qatar aired on Tap DMV, while the 2023 Women’s World Cup in Australia and New Zealand was shown by pay-TV operator Cignal TV.
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