SBS Upfronts 2027: SBS extends advertiser reach across outdoor, creators and retail – SBS has announced new strategic partnerships with oOh!media, Fabulate and Multicultural Outdoor as part of its SBS Upfronts 2027 commercial pitch.
The partnerships are designed to help marketers extend SBS campaigns beyond television, audio and digital. SBS says the aim is to take campaign ideas into out-of-home environments, creator-led social platforms and multicultural retail locations.
For TV Central readers, the story sits alongside the programming slate because it shows how SBS wants to sell its 2027 audience moments. Major events such as the Tour de France, FIFA World Cup and Eurovision are no longer just broadcast slots. They are also being packaged as cross-platform cultural moments for brands.
Outdoor, Creator and Retail Extensions
Through oOh!media, SBS will offer advertisers ways to extend major SBS sponsorships beyond broadcast and into out-of-home locations. The companies will also go to market with packages connected to SBS’s 2027 Tour de France coverage.
Fabulate will give SBS advertisers access to creator-led activity across social platforms. SBS pointed to its FIFA World Cup 2026 Hisense Hangout activity as an example of how creators can continue the conversation after the broadcast ends.
Multicultural Outdoor will support campaigns in retail environments serving diverse communities. SBS says the partnership will draw on SBS CulturalConnect’s audience insights and in-language creative capabilities.
A Broader Commercial Strategy
SBS Acting Director of Media Sales Lee Fifoot said audiences are still coming together around trusted content, major cultural moments and shared experiences. The new partnerships are designed to extend the impact of those moments across multiple environments.
SBS CulturalConnect National Manager Kate Young said the approach reflects Australia’s increasingly diverse audiences. The broadcaster says the goal is to help brands connect with communities in more relevant and meaningful ways.
The announcement adds another layer to SBS Upfronts 2027, which also includes new Australian documentaries, NITV’s 20th anniversary plans, global drama, food programming, sport, news and SBS On Demand activity.
For more SBS coverage, visit TV Central’s SBS section. For more information about SBS, visit SBS. More details on the partners can be found at oOh!media, Fabulate and Multicultural Outdoor.
