IN BRIEF:
- SBS has secured exclusive rights to broadcast the 2030 World Cup live and free to all Australians.
- The agreement strengthens a 40-year relationship between SBS and FIFA.
SBS has cemented its place as Australia’s spiritual home of football, securing exclusive national rights to the FIFA World Cup 2030.
Football-loving Australians will have access to all 104 matches of the 2030 tournament via SBS television, video and radio programming.
SBS managing director Jane Palfreyman said the broadcaster is "without question" Australia’s home of the World Cup.
"The FIFA World Cup is one of the few sporting events that truly brings Australians together across all cultures, languages and communities," she said.
"In 2030 audiences will once again be able to experience every match live and free on SBS."
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Celebrating its centenary year, the 2030 FIFA World Cup will be the most geographically diverse tournament in the competition’s history.
It will be the first in history to be played across six host nations — with the opening three matches taking place in Argentina, Paraguay and Uruguay before the tournament moves to primary host countries Morocco, Portugal and Spain.
All six host nations will automatically qualify for the tournament.
The deal between SBS and FIFA cements a 40-year relationship that dates back to 1986.
"We are delighted to continue our long-standing partnership with SBS," FIFA director of media and partnerships and FIFA+ Jean-Christophe Petit said.
"SBS’s innovative programming, in-depth coverage, nationwide exposure and commitment to showcasing the rich cultural celebration of FIFA World Cup 2026 set new benchmarks for the tournament in Australia this year."
Petit said the new agreement will bring "Australian fans an exceptional viewing experience" of the "landmark edition of the tournament".
Palfreyman said the "important partnership" reflects a "long-standing commitment to making the world’s biggest sporting moments accessible to all Australians".
The agreement follows a massively successful 2026 World Cup for SBS, with the tournament watched by more than 18 million viewers.
Delivering full matches and recaps in 30-minute, 12-minute and three-minute clips on SBS On Demand, SBS reached 209 million hours of consumption — with around 55 per cent being solely digital.
"SBS has always approached the FIFA World Cup as much more than a sporting event," said SBS director of sport Ken Shipp.
"Our job is to capture the football, the stories, the cultures and the emotion that make it unlike anything else in world sport. We’re incredibly proud to have the opportunity to do that again in 2030."
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