MANILA, Philippines — Global digital advertising firm Aleph is betting on digital platforms and lifestyle-driven content to significantly expand football engagement in the Philippines as the FIFA World Cup 2026 approaches.

Speaking at Aleph’s World Cup 2026 media roundtable in Bonifacio Global City, Taguig on Tuesday, May 12, company executives and sports media experts pointed to the evolving online habits of Filipino fans, emphasizing the need for sports organizations to adapt to a more digital-first audience.

Aleph noted that the country’s football fan base is largely young, with around 80 percent composed of Gen Z and millennials. The 18-to-24 age group, in particular, is driving strong digital engagement.

Citing GWI Philippines 2025 data, the firm said approximately 39 million Filipinos have an interest in football. It added that 57 percent of fans primarily watch live sports through social platforms, while 44 percent rely on social media to discover sports-related content.

Further data from GWI Philippines 2025 and TGM Research 2024 revealed that 54 percent of Filipinos actively follow updates on the Philippines Football League, while 51 percent expect to keep up with the World Cup through YouTube highlights.

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The same research showed that 55 percent of Filipinos consider social media essential for sports consumption, reflecting a growing demand for fast, accessible, and engaging content during major events.

Anna Dy, country head of Aleph Philippines, urged football stakeholders to highlight the sport’s lifestyle appeal to attract a broader audience.

“I can provide advice, which is to really push the lifestyle side of it because it really is able to draw in more fans into the sport,” Dy said.

Amaia Navas, Aleph’s senior vice president for global partnerships, said the company aims to help elevate conversations around football in the Philippines.

“As soon as we provide more content and make it more accessible, it will be easier to cover and engage,” Navas said.

She added that football should be appreciated not only through competition and statistics but also through the values it represents.

Meanwhile, Enrique Levy, global sports media expert at Cayo TV, said traditional broadcasting models are increasingly under pressure as audiences shift toward digital consumption.

“The sporting industry needs to find new ways to engage with the audience,” Levy said.

He emphasized that multi-channel distribution and continuous storytelling are crucial to sustaining fan interest and growing the sport locally.

“Investing in telling the stories around the game is exactly what the Filipino football ecosystem should be doing… to attract more people,” he added.

Levy also underscored that the FIFA World Cup 2026 presents a major opportunity for Philippine football stakeholders to boost engagement and strengthen the local football ecosystem through more accessible digital content.