To support millions of devotees and festival-goers, Smart strengthened and optimized its 5G coverage across key Sinulog event areas in Cebu City. This ensured fast, reliable mobile data throughout the festivities, allowing attendees to capture, livestream, and instantly share Sinulog moments—from street dancing to religious processions—with family and friends worldwide.
The improved network experience helped festival-goers stay connected without interruption, even in crowded locations, reinforcing how digital infrastructure now plays a vital role in modern cultural celebrations.
Turning Smart Stores into Sinulog Festival Hubs
Throughout the celebration, Smart transformed its retail stores in key Cebu locations—including SM Cebu, Ayala Center Cebu, SM Seaside, and Gaisano Mactan—into vibrant festival hubs. These locations featured live cultural performances by award-winning groups Lumad Basakanon Dancers and RAVS DBC, bringing the color, rhythm, and heritage of Sinulog into everyday spaces.
Visitors also enjoyed exclusive Sinulog merchandise and commemorative items through Smart’s in-store activations, making the celebration accessible even beyond the main parade routes.
Bringing the Sinulog Experience to Communities and Youth
Extending its reach beyond malls, Smart engaged the prepaid rider community through outbound activations at SB Parkmall, Baseline, and Vibo Axis. These initiatives allowed more Cebuanos to experience the festival excitement firsthand.
The celebration also reached younger audiences through campus blitzes at major Cebu schools, including University of the Visayas–Main, Cebu Technological University–Main, Southwestern University, and Abellana National School. By bringing Sinulog to campuses, Smart helped introduce the festival’s cultural significance to the next generation.
Powering the Faith Behind the 461st Fiesta Señor
Beyond the street festivities, PLDT and Smart played a key role in supporting the 461st celebration of Fiesta Señor, one of the country’s most important religious events. Through fast and reliable connectivity, devotees around the world were able to participate via livestreams of major religious activities.
These included the Novena Masses, Walk with Mary, Visperas, Fiesta Señor, Thanksgiving Day, Misa de Traslacion, Adlaw sa Hubo, and the Send-off Mass—allowing faith to transcend physical distance and time zones.
Supporting Media and Public Information
PLDT Home provided reliable connectivity to Cebu-based media outlets, ensuring comprehensive and uninterrupted coverage of Sinulog 2026. Meanwhile, PLDT Enterprise extended connectivity support to the Cebu City Public Information Office, enabling smooth coordination and timely public communication throughout the multi-day celebration.
These efforts ensured that accurate information, live updates, and cultural storytelling reached audiences locally and globally.
Technology as a Bridge to Faith and Inclusion
For many devotees, connectivity is more than convenience—it is access. Catherine Unger, a visually impaired devotee from Mandaue City, shared how technology allows her to continue practicing her faith even when attending mass in person is not possible.
Through radio, smartphones, and livestreams on Facebook and YouTube, she follows religious services and updates from the Basilica Minore del Sto. Niño de Cebu. Her experience reflects how digital platforms are making religious traditions more inclusive for Filipinos regardless of physical limitations or location.
Connecting Filipinos to What Matters Most
Through strengthened networks, immersive cultural activations, and global livestream support, PLDT and Smart once again demonstrated their commitment to connecting Filipinos to the moments that matter most. At Sinulog 2026, technology did not replace tradition—it helped carry it forward, ensuring that faith, culture, and celebration reached every corner of the world.
