SBS faces tough fight to keep FIFA World Cup broadcast rights

SBS attracts record 17.1 million viewers during FIFA World Cup, boosting reputation but facing future broadcasting challenges

SBS delivered record breaking audiences of more than 17.1 million viewers during the FIFA World Cup, cementing the tournament as one of Australia’s biggest television events.

The success has strengthened SBS’s reputation, but it may also come with new challenges.

As the value of sports broadcasting rights continues to soar, competition from deep-pocketed rivals could make it harder for SBS to retain future FIFA tournaments.

At the same time, advertisers are closely watching what record audiences and limited inventory mean for media buying.

Darren Woolley joins Ticker to discuss the future of FIFA broadcasting rights, rising advertising demand, younger audiences returning to live sport and whether SBS can protect its football legacy.

Subscribe to never miss an episode of Ticker
https://www.youtube.com/@weareticker