ANNA Dy, country head for the Philippines at Aleph, delivers opening remarks during a media roundtable discussing digital sports consumption and the FIFA World Cup 2026 in the Philippine market.
PHOTOGRAPH by Jason Mago for DAILY TRIBUNE
Aleph Philippines country head Anna Dy believes digital content can help bring more Filipinos closer to football as the country prepares for the FIFA World Cup 2026.
In a one-on-one interview with the DAILY TRIBUNE, Dy shared how online content first sparked her interest in football, particularly stories involving Portuguese football star Cristiano Ronaldo and his relationship with his mother.
“I’m really a lifestyle fan,” Dy said. “The content was able to relate to me.”
Dy recalled seeing a story about Ronaldo crediting his mother for his success, which resonated with her as a mother of three boys.
“And because of that, I started searching for Ronaldo. The algorithm found me,” she said.
According to Dy, relatable and personalized digital content has the power to naturally attract new audiences to football and sports culture.
“The relevant content for you will draw you into the sport,” Dy said. “With more content that we’re producing, I think I’m very confident it will draw in more people as well.”
Aleph was recently appointed by FIFA as the media rights distributor of the FIFA World Cup 2026 in the Philippines.
