In its 2025 opening, SBS vacated its plans for positive letters tied to the highly likely FIFA World Cup 2026. The anchor is actively seeking profitable partnerships for the event. Which will be ventilated live from Canada, Mexico, and then the United States. Spectators can no-win situation the sports on SBS, SBS VICELAND. And then SBS on Demand through June and then July 2026.
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Notably, this tournament will feature an expanded lineup of 104 matches, significantly more than in previous World Cups. Jane Palfreyman, SBS’s Chief Commercial and Marketing Officer, highlighted the event’s potential reach. Describing the FIFA 2026 as the largest television audience draw for 2026.
The World Cup’s scale, including the increased match count, is expected to provide substantial exposure. And engagement opportunities for SBS’s commercial partners. Palfreyman emphasized that SBS’s coverage will include over 556 hours of live broadcasts. And related content across both SBS and SBS VICELAND, positioning it as a marquee event in sports broadcasting for the year.
FIFA 2026: SBS Anticipates High Audience Reach
SBS has announced that all 104 matches of the FIFA World Cup 2026 will be streamed live on SBS on Demand, complete with replays, mini-matches, and highlight reels to enhance accessibility for fans. This anytime, anyplace approach, as noted by Jane Palfreyman, SBS’s Chief Commercial and Marketing Office.
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Is designed to maximize convenience and audience engagement, providing commercial partners with robust exposure across multiple platforms. Reflecting on past successes, SBS reported impressive viewer metrics from its broadcast of the 2022 FIFA World Cup.
Linear TV attracted over nine million Australian viewers, accumulating 52 million hours of consumption. While SBS on Demand reached a record-breaking 4.5 million streaming viewers, totaling an additional 28 million consumption hours. Looking forward to 2026, SBS is also introducing a dedicated, free ad-supported streaming TV (FAST) channel within SBS on Demand.
Toronto Faces Backlash over Rising FIFA World Cup 2026 Expenses
This channel will be dedicated to FIFA content, offering football fans a rich library of original programming, historical footage, live games, and more. Meanwhile, Toronto, one of the host cities, is preparing for the event with optimism. The team leading Toronto’s hosting efforts believes FIFA 2026 will bring substantial positive impacts to the city. Messi Unsure About FIFA World Cup 2026 Participation.
Despite public concerns over the high costs associated with hosting, Toronto is moving forward with its plans for the Football World Cup. As reported by Ben Spurr of the Toronto Star, the city projects expenses of $380 million to host six matches substantially more than the $45 million estimate provided to the council in 2018, which did not account for security costs.
FIFA’s Chief Tournament Officer, Peter Montopoli, described these games as a unique opportunity to elevate Toronto’s profile on an international scale. However, public opinion remains divided. A recent poll by Maru Public Opinion for CityNews revealed that 63% of Toronto residents oppose government funding for large-scale events such as the World Cup or the Olympics.
FIFA World Cup 2026: Challenges for Toronto as One of 16 World Cup Host Cities
In response, Toronto City Manager Paul Johnson downplayed the criticism, reaffirming the city’s commitment to the tournament despite the rising costs and public skepticism. Toronto, one of 16 host cities across Canada, the United States, and Mexico for the FIFA World Cup 2026, faces questions about the lasting impact of its role in the tournament.
As only one venue in a multi-nation event, some worry Toronto may not receive the global spotlight it anticipates. Toronto City Manager Paul Johnson has responded to these concerns by emphasizing a strategy focused on maximizing the long-term benefits of the city’s $380 million investment.
Johnson stated he is collaborating with various city departments to ensure that the funds allocated for the World Cup yield lasting value beyond the six scheduled matches, which most Torontonians will not attend in person. This approach aims to balance the immediate costs with enduring community and economic gains.
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