As the Official Broadcast Sponsor of the FIFA World Cup 2026 on RTMKlik, U Mobile positions its brand around making every match and every football moment more accessible, immersive, and rewarding for fans across the country.

At the heart of the campaign is a hero film created by Naga DDB Tribal and directed by Barney Chua of BikinCita, which celebrates the traditions and memories that unite Malaysian football fans during every World Cup by drawing on familiar match-day rituals like late-night watch parties and iconic moments that have shaped generations of supporters.

Rather than focusing solely on football itself, the film highlights the connections and shared experiences the tournament creates, reinforcing U Mobile’s message that the FIFA World Cup is about bringing people together.

Beyond enabling live access to all 104 tournament matches on RTMKlik, the campaign also extends into a series of fan engagement initiatives under the ULTRA Football Fest, encouraging supporters to celebrate the tournament both on and off the screen.

The campaign also introduces the ULTRA Dream Football Tour, giving one winner and three companions the opportunity to visit some of the world’s most iconic football cities. Subscribers can also take part in giveaways featuring home entertainment upgrades, smartphones, televisions and official tournament jerseys.

Bernard Lee, Head of Brand and Marketing Services at U Mobile, shared, “Malaysians have a special connection with football. The rituals, reactions and celebrations don’t just happen every four years. This is our way of bringing the world’s biggest football event closer to home and creating unforgettable moments that fans can experience and share together.” 

“The World Cup has always been about more than football,” explained Walter Teoh, Executive Creative Director of Naga DDB Tribal. “It is one of the few occasions that transcends age, background and circumstance, creating moments of shared anticipation, celebration and connection. Those are often the memories that endure long after the tournament ends.”

Through a combination of live streaming, experiential rewards and emotional storytelling, U Mobile’s latest campaign demonstrates how brands can transform major sporting events into integrated customer experiences that extend well beyond the final whistle.

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