2025 SBS Upfronts | SBS to launch FIFA World Cup 2026 ad packages – 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.”
Media Release – SBS
Link to SBS on Demand HERE
TV Central SBS content HERE
2025 SBS Upfronts | SBS to launch FIFA World Cup 2026 ad packages
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