TOD by beIN and talabat Team Up to Redefine FIFA World Cup 2026 Viewing Across MENA

TOD by beIN and talabat are celebrating the success of their FIFA World Cup 2026™ collaboration, a regional campaign that brought together sports streaming and food delivery to enhance the matchday experience for football fans across the Middle East and North Africa.

To mark the partnership, senior representatives from both companies gathered at beIN headquarters in Doha for a ceremonial handshake and photo opportunity, underscoring the campaign’s impact and the growing role of cross-platform brand collaborations.

The campaign gave talabat pro subscribers access to FIFA World Cup 2026™ coverage through TOD by beIN, the tournament’s official streaming platform in the MENA region. Rolled out across eight markets-the UAE, Egypt, Jordan, Kuwait, Oman, Qatar, Bahrain, and Iraq-the initiative was designed around how fans consume football today: streaming matches while ordering food from home.

Beyond the offer itself, the campaign was supported by bilingual PR, in-app promotions, CRM and email marketing, social media content, influencer collaborations, outdoor advertising, and market-specific radio campaigns.

According to the companies, the campaign generated nearly 1,000 editorial and social media mentions, reaching more than 214 million people across the region.

Jeremy Doutte, Chief Operations Officer at talabat, said the partnership reflected changing fan behaviour during the tournament, where customers sought convenience alongside live football.

“Matchday during the FIFA World Cup 2026™ looks different for fans across our region. People are gathering around screens at unusual hours, and they want everything else taken care of so they can focus on the game. This partnership allowed us to meet customers in that exact moment, pairing the best football streaming experience with the convenience our customers already trust us for.”

Doutte added that the response exceeded expectations, with the offer selling out within five days, demonstrating genuine customer demand rather than a short-term marketing opportunity.

Behind the scenes, both companies also worked closely on platform integration, rights clearances, campaign planning, and server-side dynamic ad insertion, enabling tailored brand messaging during live matches on TOD by beIN.

The results reflected strong customer engagement. According to TOD by beIN, 99% of users who redeemed the offer streamed content on the platform, while 70% watched a match on the same day they activated their subscription.

Peter Mrkic, Managing Director of TOD by beIN MENA, said the collaboration showcased the potential of bringing together two digital-first platforms to create a more accessible and personalised football experience for audiences across the region.

Looking ahead, both companies said the partnership highlights the growing importance of cross-platform collaborations during major sporting events and hinted at exploring similar initiatives across MENA in the future.