Unifi TV extends FIFA World Cup excitement beyond broadcasts

Unifi TV is extending the FIFA World Cup 2026 experience beyond the live broadcast, unveiling an integrated nationwide campaign designed to keep football fans connected throughout the tournament.

Fronted by brand ambassador Fattah Amin and supported by an original football-inspired anthem, the campaign combines live broadcasts, social content, fan activations and real-time digital engagement to transform the tournament into a continuous fan experience.

According to the brand, the campaign has already generated more than 3.2 million organic video views within the first two weeks of the tournament, underscoring Malaysians' growing appetite for social-first sports content.

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At the centre of the initiative is @Unifi.sports, which has emerged as a real-time companion platform for football fans throughout the competition. The channel delivers live updates, match highlights, reactions and culturally relevant social content throughout the night.

To date, more than 250 match-related videos covering key plays, controversial calls and cultural moments have been published across the platform, contributing to the 3.2 million organic views recorded so far. Unifi TV expects the channel to surpass eight million organic views by the end of the tournament.

The campaign is designed to complement Unifi TV's comprehensive FIFA World Cup 2026 offering, which includes live broadcasts of all 104 tournament matches alongside a suite of viewing features tailored to modern fan behaviour.

These include 'Multi-view', which enables viewers to watch multiple matches simultaneously, 'Match reminders' to help fans keep track of kick-off times across different time zones, as well as a three-hour rewind function and seven-day catch-up feature.

Tying the campaign together is a 30-second brand film featuring Fattah Amin as an avid football fan who stays connected to the latest FIFA matches, highlights and results wherever he goes, whether at work, at home, during his commute, at the barbershop, at the mamak, or even while caring for his baby in the early hours of the morning.

The integrated campaign reflects a broader shift in sports consumption habits, with fans increasingly following tournaments through a mix of live broadcasts, social media, creator content and real-time digital communities.

"The World Cup is one of the few moments where the entire country is having the same conversation at the same time. Our role was to design a digital experience that could keep up with that energy," said Teh Su-Ann, digital transformation director at GrowthOps.

"We built a single destination where fans could move seamlessly between live matches, schedules, highlights and content without missing a moment. Every design decision came back to one question: does this make it easier for fans to stay connected to the game they love?" she added.

As the tournament progresses, Unifi TV said it will continue investing in real-time content, creator collaborations and fan experiences aimed at extending engagement beyond match broadcasts and into the daily conversations that increasingly define modern sports fandom.

The campaign was developed through a collaboration between Unifi's in-house marketing and creative teams and agency partner GrowthOps Asia, which led the creative and UI/UX development.

Also tapping into the football fever this season, is U Mobile, which positioned its FIFA World Cup 2026 broadcast sponsorship on RTMKlik around something far less predictable than match highlights: the memories people build around the game.

As part of its broadcast sponsorship campaign, the telco also released a short film developed in collaboration with Naga DDB Tribal. The film brings this idea to life by visualising the shared memories and human moments that unfold around the World Cup, positioning the tournament not just as a sporting event, but as a cultural touchpoint shaped by friendships, family rituals and collective experiences.

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