SBS is running 30-second spots and promos during FIFA mandated hydration breaks at the World Cup. It is the first time that in-game ads have run during football’s pinnacle event.
Although in-game ads are common in Australian and American sports like cricket, NRL, AFL, NBA and NFL—they are considered taboo in football, with ads usually running before, during half time and after the action.
At this World Cup, FIFA has introduced three-minute “hydration breaks” (more commonly known in these parts as drinks breaks) to provide players an opportunity to stay hydrated at the midway point in each half. Breaks will take place at all 104 games irrespective of the weather and conditions.
McDonald’s, one of SBS’s World Cup partners, is sponsoring the ‘Maccas Match Break’.
In the opening game between Mexico and South Africa, SBS ran two 30-second ads from Rexona (starring Christian Pulisic – see below) and CMC Markets during both hydration breaks.
In the Korea vs Czech Republic hydration break, SBS ran 30-second ads for Carnival Cruises, Expedia, Youi and a promo of cop drama Blue Lights.
B&T understands the hydration break spots are considered premium but do not change SBS’s cap of five-minute of ads per hour, as mandated by the Special Broadcasting Service Act 1991.
SBS also plans to use the breaks to promote its own TV shows.
Not all World Cup broadcasters are choosing to run ads. UK host broadcaster ITV has chosen not to run ads during matches, while Telemundo which owns the rights to the Spanish-language broadcast in the US will run branded wrapper ads that still show the pitch side scenes, according to a report in AdWeek.
SBS’s official broadcast partners for the World Cup are Hyundai, Hisense, Macca’s, Rexona, bet365, Commonwealth Bank and Youi Insurance.
B&T understands the broadcaster has sold out of all of its partnership packages and only has limited advertising inventory left for the event, which runs from 12 June to 20 July.
Although SBS declined to comment on hydration break advertising, when it unveiled its partners, SBS National Manager, CulturalConnect, Kate Young said the tournament presented a “powerful opportunity for brands to connect with audiences through SBS’s integrated 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.”
