Watching football is no longer confined to the television screen. For Malaysia’s football fans, the FIFA World Cup 2026™ is increasingly unfolding across social feeds, creator content, live conversations and second-screen experiences that accompany every match.
Unifi TV is leaning into that shift with a campaign that positions the broadcaster as more than a rights holder. Instead, it is building what it describes as a continuous fan ecosystem that stretches well beyond the 90 minutes on the pitch.
The approach appears to be gaining traction. In just the first two weeks of the tournament, the campaign has generated more than 3.2 million organic video views across its social platforms, fuelled by over 250 match-related videos featuring highlights, reactions, key moments and cultural conversations from the tournament.
Led by brand ambassador Fattah Amin and supported by an original football-themed anthem, the campaign combines live match coverage with watch parties, creator content and social engagement to keep football fans connected around the clock.
A Second-Screen Strategy Comes of Age
At the heart of the campaign is @Unifi.sports, which has evolved into a real-time companion for Malaysian football fans.
Rather than simply promoting televised matches, the platform delivers live updates, schedules, reactions and bite-sized content throughout the tournament, reflecting how audiences increasingly consume major sporting events across multiple screens.
If current momentum continues, the channel is projected to exceed eight million organic views before the tournament concludes.
The strategy reflects a broader evolution in sports marketing, where broadcasters are no longer competing solely on exclusive rights but on their ability to sustain fan engagement before, during and after every match.
“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,” says Teh Su-Ann, Digital Transformation Director, 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?”
Beyond Broadcasting
The campaign also supports Unifi TV’s wider FIFA World Cup 2026™ proposition, which includes live coverage of all 104 matches alongside viewing features designed to suit today’s viewing habits.
These include Multi-View for following simultaneous matches, Match Reminders to manage kick-off times across different time zones, a three-hour rewind function and seven-day catch-up viewing for fans balancing football with work and family commitments.
The service is available from RM50 as part of packages that include more than 70 premium channels.
The New Playbook For Sports Marketing
For marketers, the campaign illustrates how major sporting events are increasingly becoming year-defining content platforms rather than standalone broadcast properties.
Success is measured not only by television audiences but by the ability to sustain conversations across social media, creators and digital communities in real time.
Unifi TV’s partnership with GrowthOps Asia, alongside its in-house marketing and creative teams, reflects this integrated approach, where broadcast, digital experience, content strategy and community engagement operate as a single ecosystem.
As the tournament progresses, Unifi TV plans to continue expanding its real-time content strategy through creator collaborations and fan-focused experiences designed to keep the World Cup conversation alive long after the referee blows the final whistle.
Share Post:
The APPIES is where Malaysia’s boldest campaigns, brightest ideas, and most impactful storytellers take the stage.
More than an awards show, it is the industry’s ultimate platform for creative, media, digital and marketing excellence, where live presentations meet live judging.
This is your chance to showcase work that moved audiences, shaped conversations, and delivered real results.
From breakthrough brand campaigns to innovative digital experiences, the APPIES celebrates the work that defines the future of marketing.
Step into the spotlight alongside the industry’s leading agencies, brands, creatives, strategists and changemakers.
Whether you are aiming for Gold, Silver, Bronze or the prestigious Best of the Best recognition, this is your moment to make history.
Your campaign deserves to be seen.
Your ideas deserve the stage.
Your work deserves the legacy.
KEY DATES
Haven’t subscribed to our Telegram channel yet? Don’t miss out on the hottest updates in marketing & advertising!
