Photo by Fauzan Saari on Unsplash.
SBS has used its 2025 Upfront to set the stage for its FIFA World Cup 2026 advertising packages.
The broadcaster is seeking commercial partners for the FIFA World Cup 2026, which will be broadcast from Canada, Mexico and the US on SBS, SBS VICELAND and SBS On Demand through June and July of 2026 and feature an expanded 104 matches.
SBS chief commercial and marketing officer Jane Palfreyman has said without a doubt, the FIFA World Cup will be the biggest TV audience event of 2026.
“Coming live from Canada, Mexico and the USA – it will be a World Cup 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 said on linear broadcast, SBS will have more than 556 hours of content across SBS and SBS VICELAND, while on SBS On Demand all 104 matches will be streamed live, along with replays, mini matches and highlights.
“We will cater to this event through a lens of anytime, any place – and our partners will benefit significantly from that approach," she said.
SBS’ broadcast of the 2022 World Cup saw 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 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.
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