SBS has used its 2026 Upfronts to remind brands and agencies that next year’s FIFA World Cup will be the biggest opportunity for to reach Australian audiences at scale.
Acting managing director Jane Palfreyman told the room that SBS will be the home for Australian audiences to watch what promises to be an “incredible competition”.
“In 2026 there will be no bigger event than the FIFA World Cup 2026,” she said.
“Across June and July next year, Australians en-masse wil turn to SBS, SBS VICELAND and SBS On Demand for a world-class viewing experience, with an unprecedented 104 matches from across Canada, Mexico and the United States broadcast live and free.
“This will be a FIFA World Cup like no other and SBS will be the home of that competition delivering the passion, drama and triumphs of one of the world's greatest sporting events.”
SBS has also named Hyundai, Macca's, Rexona, Hisense, bet365, Commonwealth Bank and Youi as its tier one partners for the event.
“We have some incredible partners who are joining us to help broadcast this remarkable competition,” Palfreyman said.
“These brands recognise the incredible opportunity to reach Australians at large in an event which captures the hearts of millions of Australians.”
Close to 1.5 billion around the world watched the FIFA World Cup Qatar 2022 final between Argentina and France.
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