SBS has signed Hyundai, Hisense, Macca's, Rexona, bet365, Commonwealth Bank and Youi Insurance to support its exclusive coverage of the FIFA World Cup 2026 in Canada, Mexico and the US from June 12 to July 20.
The broadcaster will air all 104 matches live and free on television and via SBS On Demand, with more than 550 hours of live coverage, highlights, replays and exclusive content across both platforms.
Coverage begins with the Opening Ceremony and the first match between Mexico and South Africa on June 12. Australia's first match is against Türkiye, with coverage starting June 14.
Sponsors will have access to advertising across television, digital, streaming and social platforms.
"Brands will have the opportunity to engage with the millions of Australians expected to tune in to more than 550 hours of live coverage, highlights, replays and exclusive content across SBS and SBS On Demand," said Lee Fifoot, SBS acting director of Media Sales.
SBS national manager CulturalConnect Kate Young said the tournament was a strong platform for brands to reach diverse audiences.
“Football is a truly global sport that transcends cultures and borders, making the FIFA World Cup™ one of the world’s most powerful platforms for brands to connect with audiences,” said Young.
“Through SBS CulturalConnect, we’ve been working alongside sponsors to co-create integrated opportunities across our entire ecosystem - from broadcast and streaming to digital, social and creator-led activations.
“We’re excited by the creativity and ambition our partners have brought to this year’s tournament coverage.”
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