SBS launches We All Speak Football campaign ahead of FIFA World Cup

SBS has launched the We All Speak Football campaign to promote its coverage of the 2018 FIFA World Cup.

The cross platform campaign will appear across TV, radio and online ahead of the tournament’s June 14 launch which will see the broadcaster offering FTA, online and multilingual coverage, as well as a Federal government sponsored fitness campaign.

Jane Palfreyman, SBS Director of Marketing said, “Football is a sport that unites the world’s diverse communities through its passion and emotion. The aim of our campaign is to extend the concept that we all speak the ‘language of football’, regardless of where you’re from.”

The campaign will be encouraging downloads of the official app which will be available for iOS and Android from June 11 while during the tournament, it will promote the nightly SBS telecasts.

Along with the TV coverage, SBS will also update audiences throughout the tournament via an early morning special edition of The World Game podcast every match day produced by SBS Radio with analysis and opinion by Craig Foster and Lucy Zelic, newsletters, a nightly Twitter live show.

SBS will also be running in-language World Cup radio broadcasts with languages including Arabic, French, German, Spanish, Portuguese.

In partnership with the Federal government, SBS Learn has created an in-depth education resource called The Harmony Game, linking the World Cup to subjects including English, geography, health and physical education that will be available online as well as mailed to over 12,000  teachers.

The We All Speak Football campaign will run until the end of the tournament on July 16.


  • Jane Palfreyman – Marketing Director
  • Uma Oldham – Head of Group Marketing
  • Alexandra Conomos – Marketing Manager
  • Gillian May: Marketing Manager – CRM
  • Karl Uhrich – Digital Marketing Manager
  • Lynsey Woods – Brand Manager
  • Head of Creative Services: Joel Noble
  • Creative Lead: Derek Best
  • Production Lead: Carley Edmonds
  • Creatives: Jeremy Gilroy, Nitya Hariharan
  • Designers: Jesse Dalton, Matt Harvey, Lianne Hodges, Madeline Dudley
  • Grade & Mastering: Alyn Mykas
  • Audio Design: Bruce Dale, Jeremy Wilmont
  • Shoot Producers: Sophia Gabr, Jo McNulty-Clark
  • DOP: Tony Lou
  • Photography: Nicholas Wilson
  • Production Coordinators: Martin Carroll, Brianna Lawrence, Lucy Everingham, Katarina Olars
  • Support Producers: Carli Richardson, Lara Parker, Kirsty Turner
  • Support Creative: Oliver Holmes
  • Art Directors: Steve Tomic, Ruth Levi
  • Wardrobe- Kylie Gonder, Alexandra Carey
  • Media agencies – Zenith/Bench

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