TOD by beIN and talabat Strengthen Partnership with Successful FIFA World Cup 2026 Campaign
Qatar, Doha – TOD by beIN and talabat celebrated the success of their collaborative campaign with a photo opportunity and handshake ceremony at beIN’s headquarters in Doha. This initiative provided talabat pro customers with access to the FIFA World Cup 2026 coverage via TOD by beIN, the tournament’s official streaming platform in the region.
The event underscored a partnership that combined premium sports streaming, digital convenience, and regional fan engagement during one of the most significant sporting events globally.
Campaign Overview and Regional Impact
The campaign was centered around the FIFA World Cup 2026, notable for being the first edition to feature eight Arab countries, four of which participated in the TOD by beIN and talabat partnership. Given that matches were scheduled during unconventional viewing hours for MENA audiences, the campaign adopted an innovative approach, merging TOD by beIN’s premium football streaming with talabat’s on-demand service.
This initiative was activated across eight MENA markets: the UAE, Egypt, Jordan, Kuwait, Oman, Qatar, Bahrain, and Iraq. talabat executed a comprehensive, multi-channel activation strategy. The public relations aspect of the campaign generated nearly 1,000 editorial and social media mentions, reaching an audience exceeding 214 million. This was bolstered by bilingual communications, high-visibility in-app placements, and extensive digital outreach.
Engagement Strategies and Consumer Response
Direct customer engagement was facilitated through CRM and email initiatives, while regional social media content extended the campaign organically across platforms like TikTok and Instagram. Influencer partnerships in Kuwait, Jordan, and Egypt provided local advocacy, while out-of-home and radio placements across Gulf markets anchored the campaign in physical spaces. Each channel was tailored to its market, contributing to a unified regional campaign.
Jeremy Doutte, Chief Operations Officer of talabat, noted that matchdays during the FIFA World Cup 2026 presented unique challenges for fans in the region. He emphasized the importance of providing a seamless experience that allowed fans to focus on the game. The rapid customer response, with sell-outs occurring within five days, indicated a genuine market need rather than a mere marketing opportunity.
Operational Synergy and Campaign Effectiveness
The collaboration illustrated strong operational synergy between both brands, encompassing rights clearances, backend platform access, creative alignment, and strategic guidance from TOD by beIN. The campaign’s visibility was further enhanced through talabat’s advertising on the TOD by beIN platform, utilizing server-side dynamic ad insertion for seamless brand integration within the streaming experience.
The results demonstrated a robust consumer appetite for the offer. According to TOD by beIN, 99 percent of customers who redeemed the offer streamed content on the platform, with 70 percent watching a match on the same day they activated their subscription.
Peter Mrkic, Managing Director of TOD by beIN MENA, remarked that the partnership showcased the effectiveness of combining two digital-first platforms that understand the regional audience. He highlighted that the FIFA World Cup 2026 represented one of the most personalized football experiences for fans, and the collaboration made this experience more accessible and relevant.
Future Opportunities and Industry Implications
The campaign exemplifies the growing significance of cross-platform partnerships in shaping how regional audiences engage with major sporting events. By integrating live football streaming with food delivery services and market-specific activations, TOD by beIN and talabat moved beyond mere visibility to foster direct engagement.
The handshake ceremony not only marked the successful conclusion of the campaign but also reinforced the strong collaboration between TOD by beIN and talabat. Both brands are now looking to explore future opportunities to engage digital-first audiences across the MENA region.
About talabat
talabat is a leading everyday app in the Middle East and North Africa (MENA) region, providing customers with a convenient way to order food, groceries, and other essentials from a diverse selection of restaurants and retailers. Established in Kuwait in 2004, talabat has expanded its operations to the UAE, Oman, Qatar, Bahrain, Jordan, Iraq, and Egypt, serving over seven million monthly active customers as of December 2025. Headquartered in Dubai, talabat completed its initial public offering on the Dubai Financial Market (DFM) in December 2024. As a subsidiary of Delivery Hero SE, talabat leverages global expertise to enhance its platform and drive innovation.
About TOD by beIN
TOD by beIN delivers premium sports and entertainment content to viewers across the MENA region. The platform offers a wide range of content, including Arabic, Turkish, International, Blockbuster, and Children’s Entertainment titles from leading studios. TOD by beIN is the premier sports streaming platform in MENA, holding exclusive rights to live-stream various sporting events, including the UEFA Champions League, Premier League, LaLiga, and the FIFA World Cup 2026.
For more information, please contact: media@tod.tv.
Source: www.zawya.com
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Published on 2026-07-04 19:35:00 • By the Editorial Desk
