SuperSport, in partnership with CANAL+, has launched a major new advertising campaign across more than 20 African countries ahead of the FIFA World Cup 2026.
The campaign, titled “Sleep Can Wait,” officially launched on May 11 and marks the first collaboration between CANAL+’s creative agency BETC and a brand within the MultiChoice Group.
According to organisers, the campaign is designed to capture excitement around what is expected to be the biggest edition of the World Cup, featuring an expanded format and a record 10 African teams.
SuperSport, which holds the broadcast rights, will air all 104 matches across DStv and GOtv platforms. Coverage will include four dedicated live and streaming channels, expert analysis, and multilingual commentary in English, Portuguese, and several African languages.
The “Sleep Can Wait” message reflects the passion of football fans expected to stay up late to follow matches and support African teams competing on the global stage.
The campaign was filmed in Cape Town under the direction of Jabu Nadia Newman, involving South African production teams to ensure an authentically African creative approach.
It will be rolled out across television, digital platforms, and outdoor advertising, with versions airing in 60-, 30-, and 15-second formats across more than 150 TV channels.
In addition, it will feature on over 800 outdoor advertising sites and be amplified through digital media and social platforms reaching over 100 million users.
Organisers say the campaign is part of broader efforts by SuperSport and CANAL+ to boost engagement ahead of the tournament, which is expected to draw one of the largest global sports audiences in history.
Source: graphic.com
