SBS secures seven sponsors for A-League

SBSSBS has secured seven sponsors for its coverage of the A-League football as the broadcaster looks to maximise the commercial returns on its decision to screen live matches on its main channel.

In addition to the A-League’s chief sponsor Hyundai, SBS has named TPG,, BOQ,, the Transport Accident Commission in Victoria and child malnutrition movement One Goal as its major advertisers.

All will receive exposure across SBS’s A-League coverage, including the live Friday night match, the first of which is broadcast this week, and its Sunday night highights program on SBS Two.

SBS national sales manager Adam Sadler said: “SBS has once again received strong response from the market around SBS One’s live, free coverage of the A-League on Friday nights. It is fantastic to have seven major partners who will be part of SBS’s broadcast of the 10th season of the Hyundai A-League.”

The broadcaster has switched its live coverage from SBS Two to SBS One this season after talks with Football Federation Australia (FFA) who were keen to see exposure on the network’s main channel.

SBS director of sport Ken Shipp said moving games to the primary channel will lead to higher audiences and enable its sales team to have a “healthier conversation” with prospective advertisers.

“We were satisfied with the return on investment last season, we did quite well surprisingly, but we are aiming to improve that this season,” he said.

The forthcoming A-League  season is being promoted by a marketing push in partnership with the FFA with the campaign running throughout the season.

Steve Jones


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