SBS champions Aussies’ right to watch the World Cup at work in new campaign fronted by Nick Mohammed via Droga5, Poem + Hearts & Science

SBS has today unveiled its new campaign for the FIFA World Cup 2026 in partnership with Droga5 ANZ, Poem, Hearts & Science and the in-house marketing team at SBS, launching the SBS World Cup Watchers’ Rights Association (WRA) fronted by comedian and actor, Nick Mohammed.

The campaign is designed to advocate for Australians’ right to watch the 2026 World Cup and sees Mohammed enlist a number of prominent Australian comedians/footballers in a crusade to stand up for workers’ rights.

Association ambassadors are Australian comedians and entertainers Matt Okine, Mel Buttle and John Cruckshank, and former Matildas’ goalkeeper and one of Australia’s most celebrated footballers, Lydia Williams.

Says Uma Oldham, Acting Director of Marketing and Audiences, SBS: “This campaign is about driving talkability around the World Cup. It recognises that no one should have to blame ‘Wi-Fi issues’ for missing a 9am meeting and this World Cup is testing Australians in a completely new way.

“The World Cup Watchers’ Rights Association campaign recognises that football fans need to balance work with must-watch matches in the middle of the day. With more than 65% of live matches taking place during work hours, every match will kick off during someone’s shift.

“This campaign highlights how with replays, highlights and mini-matches available 24/7 on SBS On Demand, we are inviting workplaces to embrace the FIFA World Cup madness rather than fight it, so all Australians can get behind their country and what is one of the world’s greatest sporting events.”

Underpinning the campaign is recent research commissioned by the World Cup Watchers’ Rights Association which reveals just how vital this mission is, with 3 in 4 Australians planning to watch the World Cup this June-July.

The data proves that fans will go to extreme lengths:

* One-third (33%) have booked a meeting specifically to watch sport
* Almost 2 in 5 (38%) have watched sport while on a work call
* 1 in 5 (20%) have even muted a call so they could focus more on a game
* Most surprisingly (or worryingly!) – 1 in 10 Australians admit to having hidden under their desk to watch sport secretly

It also showed 71% of Australians agree that employers should simply let staff watch the World Cup while at work, and they have support from 53% of Aussie bosses, who say they will actively make arrangements to make this happen. The WRA is here to convert the rest.

Says Barbara Humphries, Chief Creative Officer, Droga5 ANZ: “Nothing should get in the way of football – not even work. The World Cup Watchers’ Rights Association gives Aussie workers a way to get out of those 9:30am meetings and into the beautiful game.

“SBS goes there for football like no one else in this country. So we knew, if anyone could put things right for fans, it was them.”

Says Rob Lowe, CEO and Founder, Poem: “It’s about time we started earning attention for what really matters: watching football, whenever and wherever (particularly when you’re at work). It was a pleasure to work with SBS to bring the World Cup Watchers’ Rights Association to life for everyone who needs it, which to us is… basically everyone.”

Says Hayley Pyper, OM Content Head Of Content Partnerships: “Through content integrations, our media partners are rallying behind the SBS World Cup Watchers’ Rights Association and standing up for Australians’ right to experience the World Cup in a way that fits their lives, even if that’s on the clock. With SCA, Acast and Clubby Sports activating across their ecosystems, we’re proudly backing fans by bringing the SBS World Cup Watchers’ Rights Association into the content, platforms and conversations that shape their day.”

Workplaces and workers can officially join the WRA and start planning their World Cup viewing schedule by visiting the WRA official website, www.jointhewra.com. Remember, you can watch every game of the FIFA World Cup 2026™ exclusively on SBS, SBS VICELAND and SBS On Demand from June 12 – July 20 (AEST).

SBS
Head of Creative: Joel Noble
Acting Director of Marketing and Audiences: Uma Oldham
Acting Head of Audience Marketing: Carolina Chiaradio
Marketing Manager & Project Lead: Melissa Dedrick
Campaign Manager: Martin MacKinnon
Lead Producer: Kirsty Turner
Creative Manager: Margarett Cortez
Integrated Producer: Sophia Titmus
Producer: Carley Best
Creatives: Ben Skinner, Ben Jones
Senior Designer: Megan Schierhout
Designers: Jeffrey Ho, Jesse Dalton, Ricardo Moreira
Head of Publicity & Social Content: Jo’an Papadopoulos
Publicity & Social Content Manager: Milly Palmer
Head of Social Strategy: Sean O’Byrne

Concept
Creative Agency: Droga5 Sydney, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Co-Chief Creative Officers: Barbara Humphries and Damon Stapleton
Principal Director: Kezia Quinn
Creative Directors: Thomas Gledhill and Lennie Galloway
Creatives: Herman Ulberg and James Greig
Head of Strategy: Ben De Castella
Group Business Director: Samar Karim

Creative Development, Earned Strategy, Publicity and Production: Poem
CEO: Rob Lowe
Executive Director, Strategy & Social: Alex Watts
Creative Director: Tom Manning
Senior Account Director: Alex Height
Account Director: Robbie Purcell
Senior Producer: Hattie Morgan
Campaign Specialist: Sam McDougall
Publicist: Iris Yuan
Publicist: Caitlin Nicolatsopoulos
Senior Account Executive: Lauren Duncan
Creatives: Lucy Everett and Ruby Clarke
Strategist: Dhivia Pillai

Media Planning and Buying: Hearts & Science
National Managing Director: Liz Wigmore
General Manager: Blake Power
Head Of Content Partnerships, OM Content: Hayley Pyper
Planning Director: Oliver Woodrow
Content Partnerships Director: Chloe O’Shea
Planning Manager: Jake Walker
Media Implementation Account Manager: Regina Lee

Crew and Post
Director: Joel Noble
Lead Producer: Hattie Morgan
Producers: Kirsty Turner (AU), Carley Best (AU), Leila Maktari (UK)
Production Manager: Arthur Chan (AU)
Production Assistant: Nico Bruni (UK)
Talent Coordinator: Sophia Titmus (AU)
Stills photographer: Mathew Quake (UK), Cara O’Dowd (AU)
1st AD: Micki Colker-Perlman (UK), Stuart Beedie (AU)
DOP: Richard Bell (UK), Tonu Luu (AU)
1st AC: Samuel Hyde (UK), Sam de Teliga (AU)
2nd AC: Jensen Pipe (UK), Pat Jaeger (AU)
Grip: Max Goodkind (UK), Nick Towle (AU)
Grip Assist: Darcy Towle (AU)
Gaffer: Jeff Ceils (UK), Cameron Wintour (AU)
Best Boy: Alejandro Restrepo Celis (UK), Peter Hagen (AU)
DIT: Gotlieb Berg (UK)
VTR: Kane Waldron (AU)
Gaffer: Jeff Ceils (UK), Cameron Wintour (AU)
Sound: Mike McGinn (UK), Predrag Malesev (AU)
Wardrobe/Stylist: Jennifer Michalski Bray (UK), Isabelle Landicho (UK), Lydia-Jane Saunders (AU)
Production Designer: Joe Munroe (UK), Mike Price (AU)
HMU: Liz Taw (UK), Louise De-brookley (UK), Kirsty Bremner (AU), Justyna Chapman (AU), Ken Matsuda (AU), Milly Ofori (AU)
Runners: Ruby Moyes (UK), Jorge Cerda-Vargas (AU), Bradley Cram (AU)
Colourist: Wassim Bazzi
Motion Designer: Emy Dossett
Audio: Bruce Dale
Social Unit (AU only): Ben Skinner, Jordan Rajek & Daniel Thompson

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