Sports & Championship

TOD by beIN and talabat have celebrated the success of their joint FIFA World Cup 2026™ campaign, highlighting a partnership that combined premium sports streaming with on-demand delivery services to engage football fans across the Middle East and North Africa (MENA).

Senior representatives from both organisations met at beIN headquarters in Doha for a handshake ceremony and photo opportunity, marking the conclusion of the campaign, which gave talabat pro subscribers access to FIFA World Cup 2026™ coverage through TOD by beIN, the tournament's official regional streaming platform.

The initiative coincided with the first FIFA World Cup to feature eight Arab nations, including four countries directly involved in the TOD by beIN and talabat collaboration. With many matches taking place during unconventional hours for MENA audiences, the campaign sought to combine live football streaming with the convenience of food delivery to enhance the matchday experience.

The partnership was rolled out across eight MENA markets—the UAE, Qatar, Egypt, Jordan, Kuwait, Oman, Bahrain, and Iraq—through a multi-channel marketing campaign that included public relations, digital advertising, customer relationship management (CRM), email marketing, influencer collaborations, social media, radio, and out-of-home advertising.

According to the companies, the campaign generated nearly 1,000 editorial and social media mentions, reaching an audience of more than 214 million people across the region. Content was localised for individual markets while maintaining a coordinated regional strategy.

Jeremy Doutte, Chief Operations Officer at talabat, said the collaboration reflected changing consumer habits during major sporting events.

"Matchday during the FIFA World Cup 2026™ looks different for fans across our region. This partnership allowed us to combine premium football streaming with the convenience our customers already rely on, creating a more relevant experience during one of the year's biggest sporting events," he said.

Doutte added that customer demand exceeded expectations, with the promotional offer selling out within five days, demonstrating strong interest from subscribers.

The collaboration also involved operational coordination between both companies, including content rights management, backend platform integration, creative development, campaign planning, and the use of server-side dynamic ad insertion, allowing talabat advertising to be integrated into the streaming experience without interrupting live broadcasts.

Performance data released by TOD by beIN showed that 99% of customers 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 partnership demonstrated how digital-first platforms can work together to enhance the fan experience.

"The FIFA World Cup 2026™ has been one of the most personalised football viewing experiences for fans, and this collaboration made it even more accessible and relevant by combining premium sports content with services consumers already use in their daily lives," he said.

Mrkic noted that the campaign enabled TOD by beIN to expand its reach across key MENA markets while providing talabat with an opportunity to engage customers during high-profile sporting moments.

Both companies said the initiative demonstrates the growing role of cross-platform partnerships in connecting brands with digital-first audiences through integrated experiences that combine entertainment, technology, and everyday services.

The ceremony at beIN's Doha headquarters marked the formal conclusion of the campaign, with both organisations indicating they will explore future collaborations to engage sports fans across the region.

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