SBS locks in major sponsors for FIFA World Cup 2026 coverage

SBS has confirmed a slate of sponsors for its FIFA World Cup coverage, locking in Hyundai, Hisense, Macca’s, Rexona, Commonwealth Bank, Youi Insurance and gambling group bet365 for its exclusive broadcast of the tournament.

The tournament will run from 12 June to 20 July AEST across Canada, Mexico and the USA, with SBS to broadcast all 104 matches live and free on TV screens and via SBS On Demand.

The sponsorship roster gives the brands access to SBS’s coverage across TV, digital, streaming and social platforms, including bespoke activations and commercial integrations throughout the tournament. SBS said it will deliver some 550 hours of live coverage, highlights, replays and exclusive content as part of its offering. 

“We’re thrilled to partner with sponsors who recognise the value of connecting with Australians through the biggest FIFA World Cup in history,” Lee Fifoot, acting director of media sales at SBS, said.

“Through bespoke activations and innovative, high-impact commercial placements, brands will have the opportunity to engage with the millions of Australians expected to tune in to more than 550 hours of live coverage, highlights, replays and exclusive content across SBS and SBS On Demand.”

Kate Young, national manager, CulturalConnect at SBS, said the tournament gives brands a chance to connect with audiences through football’s broad cultural reach.

“Football is a truly global sport that transcends cultures and borders, making the FIFA World Cup one of the world’s most powerful platforms for brands to connect with audiences,” Young said.

“Through SBS CulturalConnect, we’ve been working alongside sponsors to co-create integrated opportunities across our entire ecosystem - from broadcast and streaming to digital, social and creator-led activations.

“We’re excited by the creativity and ambition our partners have brought to this year’s tournament coverage.”

SBS’s coverage begins with the opening ceremony, followed by the first match between Mexico and South Africa on 12 June from 4am AEST.

Australia’s first match is against Türkiye, with coverage starting on 14 June from 1pm AEST on SBS and SBS On Demand.