TAB has launched The Cup at TAB, a national World Cup campaign developed by Bastion and OMD, positioning the wagering brand’s venue network as a shared viewing destination for football fans across Australia.
The campaign launched on 16 June 2026 with an event at The Star in Sydney, bringing together creators, sporting personalities, and football talent ahead of the tournament, which kicked off on 11 June.
The push rolls out across television, social, retail, PR, and experiential, with creator-led content, venue activations, and matchday experiences planned throughout the tournament. Creators and ambassadors will attend TAB venues nationwide to capture the atmosphere and energy of World Cup football.
Communal viewing drives the strategy
Research underpinning the campaign found more than six in 10 Australians (61%) said they would rather watch World Cup matches with friends, family, or colleagues than alone. Nearly half (48%) said they planned to watch at least one match at a pub, bar, club, or live site during the tournament.
The campaign extends TAB’s existing Shout! brand platform, which centres on the collective experience of live sport.
TAB General Manager of Marketing Kent Madders said the campaign was designed to activate the brand’s national footprint.
“With venues across the country, we have a unique opportunity to create elevated, shared experiences for football fans throughout the World Cup. Working with Bastion and OMD, we wanted to build a platform that would bring that to life, turning our venue network into destinations for supporters across the tournament,” said Madders.
Talent and community at the fore
Ambassador Jack Watts said the campaign was focused on inclusion and atmosphere.
“Sport has always had a unique way of bringing Australians together. Whether you’re a diehard fan who will watch every game or just there for the atmosphere, this campaign celebrates the shared experience of watching sport with others.
“Sport has an incredible ability to bring people from different backgrounds, cultures and communities together. This campaign is about turning TAB venues around the country into places of celebration, where everyone feels welcome, connected and part of the moment, no matter who they support or where they come from,” said Watts.
Integrated delivery
The campaign brings together strategy, creative, production, social, PR, experiential, and research under a single platform.
Bastion described the work as a demonstration of its ability to combine the agility of an independent agency with the scale of a global network.
The film was directed by Armand de Saint Salvy, with sound by Massive Music.
The Cup at TAB will continue across participating venues throughout the World Cup tournament.