The world of sports broadcasting in Pakistan has a new player, and it’s bringing hockey fans closer to the game than ever before. Tapmad, a rapidly growing Pakistani pay-TV and digital platform, has secured exclusive rights to broadcast the FIH Men’s Hockey World Cup 2026, a significant win for both the platform and Pakistani hockey enthusiasts. This deal marks a major step in increasing access to international hockey within the country, particularly as the national team prepares for its return to the prestigious tournament after an eight-year absence.
The 2026 Hockey World Cup, co-hosted by Belgium and the Netherlands from August 15 to 30, represents a pivotal moment for Pakistan’s hockey program. The team’s qualification for the event, and their concurrent participation in the FIH Hockey Pro League, signals a resurgence after a period of challenges. For fans, this means the opportunity to witness firsthand the progress and potential of a team steeped in hockey history. Pakistan has a rich legacy in the sport, having won the Hockey World Cup four times – in 1978, 1982, 1990, and 1994 – but has struggled to maintain that dominance in recent years. This World Cup appearance is a chance to reignite national passion for the game.
Tapmad’s Expanding Sports Portfolio
This isn’t Tapmad’s first foray into the world of international hockey. The platform has been steadily building its sports content library, previously securing rights to the FIH Hockey Nations Cup 2024-25, the Hockey Pro League 2025-26, and the Hockey World Cup Qualifier 2026. This strategic investment demonstrates Tapmad’s commitment to providing Pakistani viewers with access to top-tier sporting events. According to Tapmad CEO Yassir Pasha, “Securing exclusive rights for the FIH Hockey World Cup 2026 reflects Tapmad’s commitment to bringing world-class sports closer to Pakistani audiences.” He further emphasized the importance of the moment, stating, “At Tapmad, we believe moments like Pakistan’s return to the Hockey World Cup deserve to be experienced by every fan across the country.”
What sets this agreement apart is Tapmad’s promise of an immersive viewing experience. The platform intends to deliver the tournament live in high definition, and crucially, without any advertising interruptions. In a market often saturated with commercial breaks, this ad-free experience is a significant draw for viewers. Tapmad’s focus on quality and accessibility is positioning it as a key player in Pakistan’s evolving sports broadcasting landscape.
FIH’s Global Expansion and Strategic Partnerships
The deal with Tapmad is part of a broader strategy by the International Hockey Federation (FIH) to expand its global reach and visibility. FIH Director General Mike Joyce expressed his enthusiasm for the partnership, stating, “We are very pleased to see Pakistan, a country that has written some of the greatest chapters in hockey’s history, return to the highest level of international hockey, as confirmed by its qualification for the FIH Hockey World Cup 2026 and its participation in the FIH Hockey Pro League.” He added, “We are delighted to collaborate with Tapmad to support hockey fans in Pakistan watch the performances of their favorite team at the FIH’s most prestigious event.”
The FIH has been actively forging new commercial partnerships to achieve this expansion. In November 2023, the organization announced a partnership with Sportfive, an international sports marketing agency, to secure new brand partnerships in key markets including the Middle East, South Asia, Europe, and the United Kingdom. Sportcal reported on this partnership, highlighting its focus on the men’s Hockey World Cup and the wider FIH event portfolio.
Technological Innovations and Streaming Services
Beyond traditional broadcasting, the FIH is also investing in digital platforms to reach a wider audience. The organization has partnered with Endeavor Streaming to power its Watch.Hockey OTT streaming service, providing fans with another avenue to access live and on-demand content. A collaboration with Spring Media, a Swedish sports media agency, will distribute live betting video rights for FIH events through 2028, tapping into the growing market for sports betting and engagement.
These strategic moves demonstrate the FIH’s commitment to adapting to the changing media landscape and maximizing its reach. By embracing both traditional broadcasting and innovative digital platforms, the organization is ensuring that hockey remains accessible to fans around the world.
What This Means for Pakistani Hockey Fans
For Pakistani hockey fans, the Tapmad deal represents a significant improvement in access and viewing experience. The exclusive rights mean that all the action from the 2026 Hockey World Cup will be available on a single platform, eliminating the require to search for coverage across multiple channels. The high-definition, ad-free broadcast promises a more immersive and enjoyable viewing experience. More importantly, it provides a platform to rally behind the national team as they compete on the world stage.
The return of Pakistan to the Hockey World Cup is not just a sporting event; it’s a moment of national pride. With Tapmad’s commitment to delivering the tournament to fans across the country, the excitement and anticipation are sure to build as the event draws closer. The next key date for fans to watch for will be the official announcement of the Pakistan team roster and the broadcast schedule on Tapmad’s platform.
The partnership between the FIH and Tapmad is a win-win for both organizations and, most importantly, for the passionate hockey fans in Pakistan. It’s a testament to the growing popularity of the sport and the power of strategic partnerships in bringing world-class events to a global audience.
