SuperSport is launching a new advertising campaign across more than 20 English and Portuguese-speaking African countries to coincide with the start of the FIFA World Cup 2026.
The campaign, titled Sleep can wait, promotes SuperSport’s coverage of all 104 matches from the tournament, available live through DStv and GOtv.
SuperSport will provide a 24/7 World Cup offer across 4 dedicated live and streaming channels, with expert punditry and commentary available in several local languages alongside English and Portuguese.
The campaign is the first collaboration between BETC, CANAL+’s long-standing agency partner, and a MultiChoice Group brand.
It highlights the record participation of 10 African teams in this year’s tournament and SuperSport’s commitment to covering matches broadcast overnight.
Shot in Cape Town with director Jabu Nadia Newman and South African production teams, the campaign will run in 60, 30 and 15-second TV formats across more than 150 channels.
It will also appear across more than 800 outdoor advertising sites, digital platforms and the group’s social media channels, which together reach more than 100 million followers.
