The recent TOD talabat partnership achieved significant regional engagement during the FIFA World Cup 2026, according to representatives from both companies. Specifically, the campaign provided talabat pro customers in eight Middle East and North Africa (MENA) markets with access to the tournament’s official streaming coverage. As a result, the collaboration connected sports streaming with on-demand delivery services during the international football event.
Campaign Reach and Regional Activation
The campaign was activated across the United Arab Emirates, Egypt, Jordan, Kuwait, Oman, Qatar, Bahrain, and Iraq. Meanwhile, the promotional efforts generated nearly 1,000 editorial and social media mentions, reaching an audience of more than 214 million people. In addition, the companies used bilingual communications, in-app placements, and digital outreach to connect with customers.
Furthermore, the TOD talabat partnership utilized localized social media content on TikTok and Instagram to extend their reach. Specifically, influencer collaborations in Kuwait, Jordan, and Egypt provided localized advocacy for the campaign. Consequently, the promotional packages sold out within five days of launch, indicating strong consumer demand for the combined service.
Executive Perspectives on the Collaboration
“Matchday during the FIFA World Cup 2026 looks different for fans across our region. 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.”
Jeremy Doutte, Chief Operations Officer at talabat
Moreover, Doutte stated that the rapid customer response confirmed a genuine point of need among regional viewers.
Results of the TOD talabat partnership
According to data from the streaming service, 99 percent of customers who redeemed the offer streamed content on the platform. Notably, 70 percent of those users watched a match on the same day they activated their subscription. Therefore, the campaign successfully converted promotional sign-ups into active viewers during peak match hours.
Technical and Operational Integration
The collaboration required operational alignment between both brands, including rights clearances, backend platform access, and creative synchronization. Additionally, talabat advertised on the streaming platform using server-side dynamic ad insertion. This technology enabled tailored brand integration within the broadcast without disrupting the viewing experience for football fans.
Future Outlook for Digital Collaborations
Ultimately, the campaign demonstrated how digital platforms can collaborate to capture regional audience attention during major sporting events. Consequently, the TOD talabat partnership established a foundation for future joint efforts. Both brands stated they plan to explore new opportunities to engage digital audiences across the MENA region.
