TOD by beIN and talabat have marked the close of a regional World Cup campaign with a ceremony at beIN’s Doha headquarters, bringing together senior representatives from both companies to mark what both sides described as a strong commercial and operational collaboration.
The campaign offered talabat pro customers access to FIFA World Cup 2026 coverage through TOD by beIN, the tournament’s official streaming platform in the region. It ran across eight MENA markets: the UAE, Egypt, Jordan, Kuwait, Oman, Qatar, Bahrain and Iraq.
TOD by beIN said 99 per cent of customers who redeemed the offer went on to stream content on the platform, with 70 per cent watching a match on the same day they activated their subscription. The campaign generated nearly 1,000 editorial and social mentions across the region, reaching an audience of more than 214 million, according to the companies.
The activation spanned in-app placements, CRM and email outreach, TikTok and Instagram content, influencer partnerships in Kuwait, Jordan and Egypt, and out-of-home and radio placements across Gulf markets. Talabat advertising within the TOD by beIN stream used server-side dynamic ad insertion to place brand content without interrupting live coverage.
“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,” Jeremy Doutte, Chief Operations Officer, talabat said in a statement.
“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,” he added.
“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,” Peter Mrkic, Managing Director, TOD by beIN MENA further explained.
“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,” he added.
Both companies said they are exploring further joint activations aimed at digital-first audiences across MENA.
