Hisense Australia has unveiled the Hisense Hangout, a custom-built broadcast and content environment developed with SBS and Ryvalmedia for SBS’s coverage of the FIFA World Cup 2026.
The activation forms part of Hisense Australia’s sponsorship of SBS’s broadcast of the tournament, which will run across broadcast, streaming, digital and social platforms from June through July.
The Hisense Hangout is designed as a dedicated space for football discussion, analysis, entertainment and fan engagement during SBS’s tournament coverage. It will feature talent interviews, live crosses and creator-led content throughout the event.
SBS Sport has allocated editorial time within its opening match coverage to showcase the activation during the first game of the tournament.
A new approach to broadcast sponsorship
Created through a collaboration between Hisense, SBS and media agency Ryvalmedia, the project moves beyond traditional segment sponsorship. The partners describe it as a branded experience embedded within the tournament coverage.
Kleanthis Manzouranis, Hisense Brand Marketing Manager, said Ryvalmedia played a key role in developing the activation with SBS and Hisense.
“Ryvalmedia played a pivotal role in bringing this activation to life, challenging SBS and Hisense to think beyond a traditional sponsorship and create something truly special for Australian football fans,” Manzouranis said.
“The result is a bespoke activation that gives audiences unique exclusive access to SBS’s World Cup coverage, bringing them closer to the presenters, production and unforgettable moments that define the tournament, all made possible through Hisense.”
Ryvalmedia leads strategy and negotiations
Ryvalmedia led the strategic planning and commercial negotiations behind the partnership. The agency worked with SBS to identify opportunities that could deliver audience engagement and longer-term brand impact.
Vanessa Williams, Ryvalmedia Business Director, said live sport remains one of the strongest environments for brands, particularly when partnerships move beyond visibility.
“Live sport remains one of the most powerful environments for brands, but the most effective partnerships today go beyond just sponsorship visibility and aim to drive emotive brand sentiment,” Williams said.
“The team’s collective passion for the sport, combined with a focus on bringing a unique fan perspective to the ideation process, allowed us to identify never-before-seen moments as the key opportunity.
“The Hisense Hangout is a world first and a great example of how Premium Sports Partnerships can deliver meaningful brand, broadcaster and audience engagement continuously throughout the six weeks of the tournament.”
SBS says activation creates editorial and commercial value
Kate Young, National Manager SBS CulturalConnect, said the FIFA World Cup remains one of the strongest platforms for brands to connect with broad audiences.
“Football is a truly global sport that brings people together across cultures and languages, making the FIFA World Cup one of the most powerful platforms for brands to connect with audiences in 2026,” Young said.
“Working closely with Hisense and Ryvalmedia, the SBS CulturalConnect team created the Hisense Hangout as a bespoke pillar of our FIFA World Cup 2026 partnership – an Australian broadcast first and a global first for Hisense.
“Embedded within SBS’s tournament coverage, the Hangout will be a dedicated destination for talent interviews, live crosses and creator-led content throughout the tournament. It demonstrates how strategic collaboration can move beyond traditional sponsorship to create meaningful editorial, audience and commercial value for everyone involved.”
The Hisense Hangout will feature across SBS’s tournament coverage from June through July.