TM




Campaigning for Aussies' right to watch the 2026 World Cup during work hours

SBS On Demand
World Cup 2026




PR / Social / Influencer / Content

Most 2026 World Cup matches were on while Aussies were working, so we needed to normalise watching while on the clock (otherwise it would be bad times for SBS).

We launched a tongue-in-cheek ‘World Cup Watchers’ Rights Association’ (WRA), fronted by Ted Lasso actor Nick Mohammed, campaigning for fans’ right to watch.

We developed a firehose of WRA social content and media coverage, kickstarting a national conversation about where and how we watch, positioning SBS On Demand as the home of the 2026 World Cup.

THIS CAMPAIGN FOR SBS WAS FEATURED IN THE GUARDIAN → THE DAILY MAIL → VARIETY → THE AGE → SYDNEY MORNING HERALD → NEWS.COM.AU → THE DAILY TELEGRAPH → ABC → CHANNEL 7 → CHANNEL 9 → THE TODAY SHOW → MAN OF MANY → NOVA → PLUS, TRADE PRESS LIKE GRUEN → MUMBRELLA → CAMPAIGN BRIEF → LITTLE BLACK BOOK → AD NEWS → Mi3 →


The results
📱226 pieces of media coverage.
💚 100% positive sentiment.
     📈 Australia v Uruguay got SBS' highest-ever ratings.
👀 40% of all matches were watched on SBS On Demand.
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THE END © TOM MANNING 2026