TOD by beIN and talabat have celebrated the success of their regional FIFA World Cup 2026™ campaign with a handshake ceremony and photo opportunity between senior representatives of both organisations at beIN headquarters in Doha.
The campaign gave talabat pro customers access to FIFA World Cup 2026™ coverage through TOD by beIN, the tournament’s official streaming platform in the MENA region.
Spanning eight markets — the UAE, Egypt, Jordan, Kuwait, Oman, Qatar, Bahrain and Iraq — the campaign combined sports streaming with talabat’s food delivery platform to engage football fans during the tournament.
According to the companies, the campaign generated nearly 1,000 editorial and social media mentions across the region, reaching an audience of more than 214 million. It was supported by bilingual communications, in-app promotions, CRM and email marketing, social media content, influencer partnerships, outdoor advertising and radio campaigns tailored to individual markets.
Jeremy Doutte, Chief Operations Officer at talabat, said: “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. Seeing talabat pro become part of how fans across eight markets experienced this tournament is exactly the kind of relevance we set out to build.”
He added: “What stood out most was how quickly customers responded. Selling out within five days told us we had found a genuine point of need, not just a marketing moment. We’re proud of what this partnership delivered for our customers, and we see it as a strong foundation for how talabat continues to show up around the cultural moments that matter most to people across MENA.”
The companies said the collaboration also involved coordination on rights clearances, platform integration, campaign planning and advertising, including server-side dynamic ad insertion on TOD by beIN to deliver tailored brand messaging during live streaming.
TOD by beIN said 99 per cent of customers who redeemed the offer streamed content on the platform, while 70 per cent watched a match on the same day they activated their subscription.
Peter Mrkic, Managing Director of TOD by beIN MENA, said: “This partnership with talabat demonstrated the power of bringing together two digital-first platforms with a shared understanding of today’s regional audience. The FIFA World Cup 2026™ has been one of the most personalised football experiences ever for fans, and through this collaboration, we were able to make that experience even more accessible, flexible and relevant to how people actually watch, order, gather and engage today.”
He added: “For TOD by beIN, the campaign helped us reach fans across key MENA markets at a moment of peak football passion. For talabat, it created a direct and timely connection with customers around matchday behaviour. This is exactly the kind of partnership that delivers value for both brands while enhancing the overall fan experience.”
The companies said the campaign highlighted the growing role of cross-platform partnerships in engaging regional audiences during major sporting events and added that they would explore future opportunities to collaborate across the MENA region.
