Hisense Australia Unveils Hisense Hangout to Boost Fan Experience During SBSs World Cup 2026 Coverage

Hisense Australia has launched a new broadcast feature called the ‘Hisense Hangout’ as part of its sponsorship of SBS’s coverage of the FIFA World Cup 2026. The Hangout is a custom‑built content environment that will run alongside SBS’s television, streaming, digital and social broadcasts from the opening match on 11 June to the final on 19 July.

The activation was created through a partnership between Hisense, SBS and media agency Ryvalmedia. It is designed to give Australian football fans a dedicated space for discussion, analysis, entertainment and live interaction throughout the 48‑team tournament. Unlike traditional sponsorships that simply place a logo on a broadcast, the Hangout is embedded within the coverage itself, offering exclusive access to presenters, production footage and moments that are normally behind the camera.

SBS Sport confirmed that the Hangout will receive editorial time during the first match of the tournament. The broadcaster said the inclusion marks a milestone for the partnership and demonstrates how brands can enhance viewer experience through innovative content integration.

Kleanthis Manzouranis, Hisense Brand Marketing Manager, said: “Ryvalmedia played a pivotal role in bringing this activation to life, challenging SBS and Hisense to think beyond a traditional sponsorship and create something truly special for Australian football fans. The result is a bespoke activation that gives audiences unique exclusive access to SBS’s World Cup coverage, bringing them closer to the presenters, production and unforgettable moments that define the tournament, all made possible through Hisense.”

Ryvalmedia led the strategic planning and commercial negotiations behind the partnership. Business Director Vanessa Williams explained: “Live sport remains one of the most powerful environments for brands, but the most effective partnerships today go beyond just sponsorship visibility and aim to drive emotive brand sentiment. The team’s collective passion for the sport, combined with a focus on bringing a unique fan perspective to the ideation process, allowed us to identify never‑before‑seen moments as the key opportunity. The Hisense Hangout is a world first and a great example of how Premium Sports Partnerships can deliver meaningful brand, broadcaster and audience engagement continuously throughout the 6 weeks of the tournament.”

National Manager SBS CulturalConnect Kate Young added: “Embedded within SBS’s tournament coverage, the Hangout will be a dedicated destination for talent interviews, live crosses and creator‑led content throughout the tournament. It demonstrates how strategic collaboration can move beyond traditional sponsorship to create meaningful editorial, audience and commercial value for everyone involved.”

The Hangout will be available across all of SBS’s World Cup platforms, including live TV, the SBS On Demand service, and the broadcaster’s social media channels. Fans will be able to join discussions, watch behind‑the‑scenes footage and interact with commentators in real time.

Hisense’s sponsorship of SBS is part of a broader relationship with FIFA. The Chinese electronics manufacturer has been an official sponsor of the World Cup since 2018 and has expanded its partnership to include content cooperation and technology support for the 2026 edition.

In summary, the Hisense Hangout represents a new model for sports sponsorship that blends branded content with live broadcast. It offers Australian viewers a richer, more interactive experience while giving Hisense a high‑profile platform across the world’s biggest football event.

The Hangout will continue to run throughout the 6‑week World Cup, providing fans with a dedicated destination for football conversation and exclusive content during the tournament.