SBS to launch FIFA World Cup 2026 ad packages centred on where brands play

30/10/2024

SBS to launch FIFA World Cup 2026 ad packages centred on where brands play

30 October, 2024

FIFA

SBS declares FIFA World Cup 2026 will be the biggest TV audience event of the year.

The TV network also confirmed it would launch a new FAST channel with dedicated 24/7 football action from FIFA.

SBS has used its 2025 Upfronts to set the stage for its FIFA World Cup 2026 advertising packages, with Chief Commercial and Marketing Officer, Jane Palfreyman, declaring it will be the biggest TV audience event of 2026.

The hybrid funded national broadcaster is seeking commercial partners for the FIFA World Cup 2026 which will be broadcast from Canada, Mexico and the United States on SBS, SBS VICELAND and SBS On Demand through June and July of 2026 and feature an expanded 104 matches.

Without a doubt the FIFA World Cup 2026 will be the biggest TV audience event of 2026, said Palfreyman at the Sydney Town Hall event. Coming live from Canada, Mexico and the USA - it will be a tournament like no other and this time our partners will benefit greatly from the significant increase in the number of matches - this will be the dominant event the world will be talking about in June and July 2026.

Palfreyman also pointed to SBS's 40-year heritage with the world's biggest sporting event and said its plans across both linear and digital mean this would be a TV event like no other.

On linear broadcast we will have more than 556 hours of content across SBS and SBS VICELAND but then on SBS On Demand - Australia's highest rated video streaming app - we will have all 104 matches streamed live, along with replays, mini matches and highlights, said Palfreyman.

We will cater to this event through a lens of anytime, any place - and our partners will benefit significantly from that approach.

SBS's broadcast of the FIFA World Cup 2022 redefined traditional consumption models for a major sporting event, with linear viewing bringing in 52 million consumption hours and digital another 28 million. More than nine million Australians watched on linear TV, while SBS On Demand saw a record-breaking 4.5 million viewers stream the tournament.

Ahead of the FIFA World Cup 2026 the network also confirmed SBS On Demand will launch a new stand-alone, free ad-supported streaming TV (FAST) channel dedicated to FIFA content, offering football fans access to original programming, archive footage, live matches, and more.

Ken Shipp, SBS Director of Sport, said: We're excited to bring the FIFA+ FAST channel to SBS On Demand, giving Australians free access to world-class football content anytime, on any device. SBS has been a long-standing and proud FIFA partner since first broadcasting the World Cup in 1986, and this channel brings even more top-tier football to passionate fans. It underscores our commitment to, and investment in, high-quality sports programming and expanding Australians' access to the beautiful game.

For a pdf copy of this media release, click here.

LINK:	https://www.sbs.com.au/aboutus/2024/10/30/sbs-to-launch-fifa-world-cup...
	See more stories from sbs

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

01/04/2026

DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION

January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION Douyin Users Can Now Create And Share Videos With Stun...

18/03/2026

Net Insight Names Larissa GrnerMeeus CPO

Newly named chief product officer (CPO), Larissa G rner Meeus will return to Net Insight on May 4. Larissa G rner Meeus will become CPO of Net Insight on May 4...

18/03/2026

SVG Europe's The Football Summit 2026: Select Sessions Now Available to Watch on SVG PLAY

SVG Europe's The Football Summit 2026 explored how the sports broadcasting i...

18/03/2026

SVG's SportsTech@NABShow Blog Goes Live as Countdown to Vegas Heats Up

The 2026 NAB Show kicks off one month from today and SVG is once again set to cover the show from every angle. SVG's SportsTech@NAB Show Blog is now live - ...

18/03/2026

The Premiere of Dead Lover Showcases Grave Robbing and Sex With a Giant Finger

(L-R) The cast and crew of Dead Lover at The Ray Theater for its premiere at the 2025 Sundance Film Festival. (Photo by Robin Marshall/Shutterstock for Sundan...

18/03/2026

Music Row Piano from Wiltone Productions

Yamaha C7 captured in Nashville Wiltone Productions have announced the release of Music Row Piano, a deeply sampled Yamaha C7 piano library that's been ...

18/03/2026

Techivation introduce T-Warmer Mk2

Bass-enhancement plug-in upgraded Along with a steady stream of new releases, Techivation have recently been revisiting some of the older plug-ins in their ...

18/03/2026

Tonal Balance Control 3 from iZotope

Mix-reference plug-in overhauled iZotope's powerful mix-referencing plug-in has just reached its third major version, and now boasts a new capture proce...

18/03/2026

Toontrack Transistor Organ EKX

Latest EZKeys 2 expansion arrives Toontrack's staggering collection of EZKeys 2 expansions has grown once again, and the latest instalment delivers a on...

18/03/2026

Jess Ho explores the politics of food in new SBS Audio podcast For The Culture

Jess Ho explores the politics of food in new SBS Audio podcast For The Culture 18 March, 2026 Media releases New SBS Audio podcast For The Culture, hosted ...

18/03/2026

Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz at NAB 2026

Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz...

18/03/2026

LCTWS 2026

London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World...

18/03/2026

SMPTE Unveils 2026 NAB Show Educational Presentations

SMPTE Unveils 2026 NAB Show Educational Presentations Brie Clayton March 18, 2026 0 Comments SMPTE , the home of media professionals, technologists, a...

18/03/2026

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K Brie Clayton March 18, 2026 0 Comments LED wall virtual production blends 12K open gate acquisition w...

18/03/2026