SBS has announced its official broadcast sponsors for the upcoming FIFA World Cup 2022.
The broadcaster has named Hisense, Hyundai, McDonald’s, Kia, TAB, Qatar Tourism and Colonial First State as its major partners.
With less than 30 days till kick-off of the World’s single biggest sporting events, Adam Sadler, SBS’s director of media sales said the support from commercial partners behind SBS’s FIFA World Cup 2022 has been unprecedented.
Sadler said: “Football is one of the great global unifiers and we are pleased to have had a number of major brands sign on to be the official broadcast partners for SBS’ coverage of the FIFA World Cup 2022.”
Last month, SBS launched its new advertising campaign ahead of its broadcast of the FIFA World Cup Qatar 2022, featuring lively, colourful creative spotlighting multiple languages, reflecting the diverse character of contemporary Australia.
The emotive and fan-heavy imagery featured in the campaign, created by SBS’s marketing team, will run across television, SBS On Demand, online, social media, outdoor and print and leans on the multicultural character of SBS’s audience and the ability of football to bring cultures together.
SBS will broadcast all 64 matches live and free on television and live streaming via SBS On Demand.
Many matches are at favourable times for Australian fans, with seven matches in the group stage set to kick off during prime time at 9pm (AEDT) and 20 matches to kick off at 6am (AEDT).
SBS’s coverage will begin with the Opening Ceremony followed by the first match between Qatar and Ecuador on November 21.
Australia’s first match is against France with coverage starting from 5am (AEDT) on November 23 on both SBS and SBS On Demand.
In September, SBS announced its all-star broadcasting team covering the FIFA World Cup 2022.
See also: FIFA World Cup 2022 SBS broadcast team announced
The team includes Martin Tyler, football presenters Richard Bayliss, Niav Owens, Premier League champion Mark Bosnich and former Socceroos captain and 2022 Australian Father of the Year Craig Foster AM.
Former Matilda and head of Women’s Football at Football Australia, Sarah Walsh will join the team as a guest analyst in the studio. Exclusive pitch-side tournament coverage will be delivered by David Basheer and Matt Connellan.