PLDT, Smart power Sinulog 2026 with seamless connectivity and festival perks

• Contributed Photo

Technology continues to reshape how Filipinos experience tradition, and during the Grand Sinulog Festival 2026, PLDT Inc. and Smart Communications, Inc. showed how digital connectivity can deepen cultural and spiritual participation. 

By strengthening network performance, rolling out on-ground activations, and enabling global livestreams, the companies amplified the reach of one of the country’s most cherished celebrations.

To keep devotees and festival-goers connected, Smart optimized its 5G coverage across key activity areas in Cebu City, allowing participants to document and share Sinulog moments in real time with friends and family around the world. 

The enhanced network supported heavy data usage throughout the festivities, from street dancing to religious gatherings.

Smart Stores in major Cebu malls—including SM Cebu, Ayala Center Cebu, SM Seaside, and Gaisano Mactan—were transformed into lively festival hubs, hosting cultural performances by award-winning groups Lumad Basakanon Dancers and RAVS DBC. 

Festival-goers also received exclusive Sinulog merchandise and commemorative items through in-store activations designed to blend technology with local culture.

Beyond malls, Smart expanded its reach through outbound activations at SB Parkmall, Baseline, and Vibo Axis, bringing the Sinulog experience closer to the prepaid community. 

Campus blitzes at institutions such as University of the Visayas-Main, Cebu Technological University-Main, Southwestern University, and Abellana National School further engaged the youth, reinforcing the role of digital connectivity in celebrating heritage.

The role of technology became even more pronounced in the religious side of the celebration. PLDT and Smart powered the livestream of the 461st Fiesta Señor, enabling devotees worldwide to participate virtually in Novena Masses, Walk with Mary, Visperas, Fiesta Señor, Thanksgiving Day, Misa de Traslacion, Adlaw sa Hubo, and the Send-off Mass through fast and reliable connections.

PLDT Home provided connectivity support to Cebu-based media organizations to ensure uninterrupted coverage, while PLDT Enterprise extended services to the Cebu City Public Information Office to support coordination and public communication throughout the festivities.

For Catherine Unger, a visually impaired devotee from Mandaue City, technology has become an essential bridge to faith. 

“When I cannot attend the mass in person, I have alternative means such as the radio or my smartphone. I participate by listening either through radio or online.  Thanks to social media and technology,” she shared, noting how livestreams on Facebook and YouTube allow her to stay connected with the Basilica Minore del Sto. Niño de Cebu.

Her story underscores how digital connectivity is reshaping access to faith and tradition. 

Through these initiatives, PLDT and Smart reinforced their commitment to connecting Filipinos to the moments that matter most—proving that with the right technology, both festivity and faith can reach Filipinos wherever they may be.