SBS has confirmed Hyundai, Hisense, Macca’s, Rexona, bet365, Commonwealth Bank and Youi Insurance as broadcast sponsors for its exclusive coverage of the FIFA World Cup 2026.
The tournament will run from 12 June to 20 July AEST across Canada, Mexico and the United States, with SBS broadcasting all 104 matches live and free on television and via SBS On Demand.
What brands are sponsoring SBS’ World Cup coverage?
The seven sponsors will appear across SBS’ FIFA World Cup 2026 coverage, spanning television, digital, streaming and social platforms.
SBS said the partnerships include bespoke brand activations and commercial integrations designed to connect advertisers with audiences throughout the six-week tournament.
Lee Fifoot, SBS Acting Director of Media Sales, said the calibre of sponsors reflected the scale of the event and SBS’ connection with Australian audiences.
“We’re thrilled to partner with sponsors who recognise the value of connecting with Australians through the biggest FIFA World Cup™ in history.
“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.”
SBS leans on CulturalConnect
Kate Young, SBS National Manager, CulturalConnect, said the event gives brands a chance to connect with audiences through SBS’ broader ecosystem and low-clutter environment.
“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.”
Coverage begins 12 June
SBS’ coverage will begin 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.
The FIFA World Cup 2026 will be the largest edition of the tournament to date, with 104 matches played across three host countries.