A FIFA World Cup 2026™ campaign launched by TOD by beIN and talabat has recorded overwhelming demand across the Middle East and North Africa (MENA), with the offer selling out within five days of launch across key markets, prompting the companies to add more subscriptions to meet continued customer interest.
The partnership, launched ahead of the FIFA World Cup 2026™, combines TOD by beIN’s premium football streaming coverage with talabat pro’s yearly subscription service, allowing football fans to enjoy live tournament action alongside talabat’s food delivery and everyday convenience offerings.
According to the companies, the strong response highlights growing demand for integrated entertainment and lifestyle experiences during major sporting events, as well as football’s enduring popularity across the region.
Moiza Saeed, Senior Director of Partnerships at talabat, said: “Football is deeply embedded in the way communities across MENA come together, and the response to this campaign reflects how important these shared moments are for our customers. Through our partnership with TOD by beIN, we are bringing premium sports entertainment closer to everyday life, making it easier for fans to enjoy the tournament alongside the convenience, food and moments that make matchdays special. The speed of adoption across markets has been incredibly encouraging, and we are proud to work with TOD by beIN to extend this experience to more customers across the region.”
John-Paul Mckerlie, VP Marketing at Sales at TOD by beIN, said: “The response to our partnership with talabat has been exceptional, reflecting both the region’s passion for football and the continued rise of streaming as the preferred way for fans to access premium live sports. At TOD by beIN, our focus is on giving fans seamless access to the matches and moments they love, and this campaign has shown the power of bringing digital-first sports entertainment together with the everyday rituals that make matchdays special.”
The companies said demand exceeded expectations across multiple markets, underlining the region’s readiness for a landmark FIFA World Cup season and the effectiveness of football-led fan engagement initiatives.
The offer is available to football fans in the UAE, Oman, Egypt, Bahrain, Kuwait, Jordan, Iraq and Qatar, where customers can access the FIFA World Cup 2026™ pass on TOD by beIN as part of a talabat pro yearly subscription.
