Philippine brands are expected to amplify and create content related to the Fйdйration Internationale de Football Association (FIFA) World Cup 2026 to spice up their online engagement, based on the digital promoting firm Aleph.
“It would be the talk of the town, so even for those who don’t need to hear it, you will notice it, because everybody will probably be talking about it,” Aleph Country Head Anna Dy told reporters during a panel interview.
“Brands, creators will make the most of the thrill across the FIFA World Cup,” she added.
Aleph, the official media rights distributor of the 2026 World Cup within the Philippines, said that the heightened online activity surrounding the world’s biggest football event is a marketing opportunity for local businesses.
Under the partnership, Aleph may also help Philippine brands have business opportunities across multimedia platforms within the local market in the course of the month-long global sports event.
“For those who’re a brand that desires to get the eye of a user or of your audience, that is a very good strategy to engage them because they’re leaned into the games,” Ms. Dy told BusinessWorld in an interview.
The firm can even disseminate “24/7” sports content, including short-form videos, highlights, behind-the-scenes footage, pre-game, post-game, and live shows.
These materials will probably be available across free-to-air television, pay TV, digital streaming, mobile, and video-on-demand platforms.
“There will probably be loads of content, plus it is a likelihood for a brand to advertise on a platform like FIFA,” she said. “People like to observe live games, there’s also a segment of those that prefer to observe the highlights first, and there are those that just prefer to observe the highlights.”
“It’s like the differing types of fans wanting several types of content,” she added.
In accordance with FIFA, the event is predicted to generate about six billion viewers worldwide. The event can also be forecast to inject a further $10.5 billion into the worldwide ad market, based on the World Promoting Research Center (WARC) Media.
Within the Philippines, around 39 million Filipinos showed interest within the 2022 FIFA Men’s World Cup. Among the many Filipino FIFA fans, 80% are Gen Zs and young millennials, or those aged under 35 years old.
For the FIFA World Cup 2026, about 51% of Filipino fans are anticipated to follow the event via YouTube highlights. — Almira Louise S. Martinez