SBS scores rights to next men’s soccer World Cup
afr.comGovernment-owned broadcaster SBS has secured the rights to the 2026 FIFA Men’s World Cup, outbidding commercial free-to-air networks and streaming giants including Paramount and Optus Sport.
SBS managing director James Taylor told advertisers on Tuesday that the multicultural broadcaster had secured exclusive coverage of the 104 matches, which will be held across Mexico, the United States and Canada from June to July 2026.
The deal keeps SBS’ unbroken broadcast record for the World Cup intact – it has aired all tournaments on free-to-air television since 1986, including Russia 2018 and Qatar 2022.
Socceroo Massimo Luongo with the ball in a friendly against New Zealand. Getty
“Football is in the DNA of SBS,” Mr Taylor said.
“2026 marks the 40th year of our broadcast relationship with FIFA for this, the world’s biggest sporting event. We can’t wait.”
SBS declined to comment on the price, but its previous agreement was estimated to be worth about $20 million. The new contract includes more than double the number of games.
Media sources familiar with the process, who spoke anonymously because talks are confidential, said SBS outbid free-to-air television network Nine Entertainment Co in the final stages. Nine owns The Australian Financial Review.
Negotiations for the FIFA Men’s World Cup and Women’s World Cup kicked off with local broadcasters in August after theMatildas’ historic performance on home soil.
Another tie-up between SBS and FIFA is unsurprising – partly because of the longstanding relationship, but also due to the fact the World Cup is a major driver of revenue for the multicultural broadcaster, which is partly funded by advertising.
SBS reported a recommend amount of non-government revenue last year – $173
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