Hyundai, McDonald’s, Commonwealth Bank and others have secured spots as official sponsors of SBS‘s FIFA World Cup 2026 broadcast.
Rexona, Hisense, bet365 and Youi Insurance round out the sponsorship lineup.
SBS is set to deliver fully integrated, cross-platform opportunities for sponsors across television, digital, streaming and social platforms, with brand activations and commercial integrations designed to connect brands with audiences throughout the tournament.
SBS acting director of media sales Lee Fifoot said: “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 national manager of CulturalConnect Kate Young said: “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,
“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 will broadcast all 104 matches live and free on television and live streaming via SBS On Demand.
SBS’s coverage will begin with the opening ceremony followed by the first match between Mexico and South Africa on June 12. Australia’s first match is against Türkiye with coverage starting on June 14 on both SBS and SBS On Demand.
