SBS locks down 2030 World Cup in major rights coup

SBS has secured exclusive Australian television, video and radio rights to the FIFA World Cup 2030, locking in all 104 matches live and free across its platforms.

READ MORE: 'Dream gig': Adam Liaw cooks his way across the countries of the World Cup

READ MORE: Ipsos iris: World Cup fever supercharges Australia’s digital sports audience

The deal extends SBS and FIFA’s relationship to 44 years and keeps the tournament on SBS, SBS2, SBS On Demand and SBS Audio. The 2030 World Cup will mark the competition’s centenary.

SBS extends its World Cup run

The tournament will be hosted primarily by Morocco, Portugal and Spain. It will also become the first World Cup played across three continents, with the opening three matches staged in Argentina, Paraguay and Uruguay as part of FIFA’s centenary celebrations.

All six host nations will qualify automatically for the tournament.

Jane Palfreyman, SBS Managing Director, said the deal reinforced the broadcaster’s long-running association with football in Australia.

“SBS is without question the home of ‘the World Game’ in Australia and we are so pleased to retain the exclusive rights for 2030. The FIFA World Cup™ is one of the few sporting events that truly brings Australians together across all cultures, languages and communities,” Palfreyman said.

“In 2030 audiences will once again be able to experience every match live and free on SBS. Securing the FIFA World Cup 2030™ continues the important partnership between SBS and FIFA that spans more than four decades and reflects our long-standing commitment to making the world's biggest sporting moments accessible to all Australians.”

FIFA points to SBS coverage

Jean-Christophe Petit, FIFA Director of Media Partnerships & FIFA+, said the organisation was continuing a long-standing partnership with the broadcaster.

“We are delighted to continue our long-standing partnership with SBS. SBS’s innovative programming, in-depth coverage, nationwide exposure and commitment to showcasing the rich cultural celebration of the FIFA World Cup 2026™ set new benchmarks for the tournament in Australia this year.

“With this new agreement, we look forward to working together with SBS to bring Australian fans an exceptional viewing experience for the FIFA World Cup 2030™, a landmark edition of the tournament as we celebrate its centenary.”

2026 World Cup delivers record audience

The rights announcement follows SBS’s coverage of the FIFA World Cup 2026, which the broadcaster said reached more than 18 million Australians. SBS described it as its most successful World Cup coverage to date.

The tournament generated more than 209 million hours of consumption across SBS platforms, with around 55 per cent coming from digital viewing. SBS offered full matches alongside 30-minute, 12-minute and three-minute “mini match” recaps through SBS On Demand.

The audience figures are based on VOZ National Total TV data covering 11 June to 20 July 2026. Cumulative reach was measured using a one-minute broadcast threshold and a 15-second BVOD threshold.

A 44-year football partnership

Ken Shipp, SBS Director of Sport, said the 2030 tournament would represent another milestone in the broadcaster’s relationship with the competition.

“The FIFA World Cup™ and SBS have shared an extraordinary history in Australia, stretching back to 1986,” Shipp said.

“The 2030 tournament will mark 44 years of that relationship and will be particularly special as football celebrates 100 years of the FIFA World Cup™ across three continents.

“SBS has always approached the FIFA World Cup™ as much more than a sporting event. Our job is to capture the football, the stories, the cultures and the emotion that make it unlike anything else in world sport. We're incredibly proud to have the opportunity to do that again in 2030.”