FIFA World Cup on show as SBS unveils 2026 content and initiatives at Perth Upfronts lunch

National broadcaster SBS held its annual Perth Upfronts last Thursday at 3six5, with a packed room of 80 clients and agencies in attendance to hear their plans for 2026.

This year’s theme was centred on the broadcaster’s recent ‘We Go There’ ad campaign and saw the multicultural and First Nations broadcaster make a number of substantial announcements around the FIFA World Cup 2026, sustainability, the launch of the SBS Data Lab, and new research highlighting the effectiveness of advertising in uncluttered advertising spaces, such as SBS.

The event was opened by Barney Habel, SBS’s WA & SA Sales Manager. Other speakers included Director of Television Kathryn Fink, who unveiled the 2026 content slate, which will see ratings juggernaut Alone Australia head to the Arctic Circle. Executive Producer of Sport, Catherine Whelan highlighted the ratings power of having both the FIFA World Cup 2026 and Tour de France cycling competition on SBS.

Also speaking at the event, National Indigenous Affairs Editor John Paul Janke highlighted the network’s thought-provoking First Nations content slate, which next year will include the SBS and NITV co-commissioned drama Reckless and documentary 2.6 Seconds. NITV National Sales Manager Anna Dancey spoke about the success of the Beyond 3% initiative in driving First Nations media investment and encouraged more brands to get onboard with their support.