2027 Paramount Upfront: Game Day Highlighter targets World Cup moments – Paramount Australia and Transmit are bringing a live-sport advertising format called Game Day Highlighter to the FIFA Women’s World Cup Brazil 2027. The product is designed to place brands next to notable on-field moments during coverage on Paramount+ and Channel 10’s streaming service.
The announcement connects a major Australian viewing event with Paramount’s 2027 advertising plans. Every Women’s World Cup match is due to stream live on Paramount+, and Channel 10 will carry tournament coverage. Advertisers will be offered a way to associate their messages with the moments fans are already watching closely, rather than buying only fixed positions in a schedule.
How Game Day Highlighter is meant to work
Transmit’s MomentAI system identifies high-value moments such as goals, shots and finishes. Game Day Highlighter then aligns a sponsor with those moments in a connected-TV advertising experience. Paramount describes it as a CTV-first format for Australia, although it has already used the capability within its global sports portfolio.
The local launch will occur across Paramount+ and 10 Streaming during Women’s World Cup coverage. The release does not give a viewer-facing demonstration, identify launch sponsors or specify precisely how a brand placement appears on screen. Those details will matter to judging the audience experience when the first campaigns run.
A global product brought to Australia
Paramount and Transmit developed the format together. The companies say it has already operated at scale internationally, and the Australian version will bring the same technology to local advertisers for the first time. Live sport offers a clear test because audience attention can rise sharply around a goal or decisive passage of play.
Grant Madigan, Paramount Australia’s vice-president of sales, described the pitch to advertisers.
The biggest moments in sport are where attention peaks, and that is where advertisers want to be. Game Day Highlighter captures those moments and gives brands an effective way to align with them, backed by technology that is proven globally and now available in Australia.
Grant Madigan, VP Sales, Paramount Australia
Transmit’s RJ Bueso said the technology is designed to capture the value of attention when a live sporting moment matters most. The partnership is one of several commercial announcements at Paramount Australia’s 2027 upfront, alongside new Paramount+ ad formats and a broader system for measuring attention and campaign outcomes.
For viewers, the immediate editorial fact is the platform carrying the tournament: Paramount+ plans to stream every Women’s World Cup Brazil 2027 match, while Channel 10 will provide free-to-air coverage. The full broadcast timetable remains to be announced.
For more TV Central football coverage, visit the football archive. Current Australian viewing information is available at Paramount+ Australia.
