Manila, Philippines – Aleph, a global digital advertising firm, has acquired exclusive broadcast rights for the highly anticipated 2026 FIFA World Cup in the Philippines. The deal, announced yesterday, positions Aleph as the central hub for commercialization and multimedia distribution of the tournament, which will be jointly hosted by Mexico, Canada, and the United States in June and July.
This marks a significant shift in how football fans in the Philippines will access the world’s most prestigious sporting event. Aleph will be responsible for appointing media rights partners across a range of platforms, including free-to-air television, pay-TV, digital streaming services, mobile platforms, and video-on-demand options. The company will also serve as the primary point of contact for brands seeking advertising, sponsorship, and commercial opportunities within the Philippine market during the tournament.
The initial bidding process for these rights commenced in November 2024, encompassing both the men’s World Cup and the Women’s World Cup (WWC) scheduled for the following year. The 2026 edition will be groundbreaking as the first to feature 48 participating teams, an expansion from the previous 32-team format. This expanded format is expected to generate increased global interest and viewership.
Anna Dy, Country Head for Aleph in the Philippines, emphasized the evolving landscape of sports fandom, stating, “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.”
Previously, the 2022 men’s World Cup in Qatar was broadcast live in the Philippines by Tap DMV, while Cignal TV covered the 2023 Women’s World Cup, held in Australia and New Zealand. Despite a passionate football following, the Philippines’ men’s national team has yet to qualify for a FIFA World Cup.
Expanding Global Broadcast Partnerships
Aleph’s acquisition of broadcast rights in the Philippines is part of a broader trend of securing media coverage for the 2026 World Cup across key international markets. Earlier this week, beIN Sports was awarded the broadcast rights for France, reportedly paying around €40 million ($47.5 million USD as of February 15, 2026) for the rights to broadcast all 104 games across two editions of the tournament. This occurred despite a bid from Ligue 1+, the French soccer’s OTT streaming service.
Implications for the Philippine Market
The appointment of Aleph as the gatekeeper for media rights and commercial opportunities signals a strategic move towards leveraging digital platforms and engaging a younger, more digitally-savvy audience in the Philippines. The company’s focus on multimedia distribution suggests a comprehensive approach to broadcasting the tournament, potentially incorporating innovative content formats and interactive experiences for fans. This approach aligns with the growing trend of sports consumption shifting towards digital channels.
The expanded 48-team format of the 2026 World Cup is expected to further amplify interest and engagement, providing more opportunities for brands to connect with a wider audience. Aleph’s role in facilitating these connections will be crucial in maximizing the commercial potential of the tournament in the Philippines.
Looking ahead, the focus will be on Aleph finalizing partnerships with various media platforms and developing a comprehensive broadcast plan for the 2026 FIFA World Cup and the subsequent Women’s World Cup. The success of this venture will likely shape the future of sports broadcasting and commercialization in the Philippines.
What are your thoughts on Aleph securing the broadcast rights? Share your opinions in the comments below and let us know how you plan to follow the 2026 World Cup!
