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0 CANAL+ and SuperSport have unveiled a major new advertising campaign across more than 20 African countries ahead of the FIFA World Cup 2026, positioning the broadcaster’s coverage as a round-the-clock football experience for fans across the continent.
The campaign, titled “Sleep Can Wait”, officially launches on May 11 and marks the first collaboration between CANAL+’s long-standing creative agency partner, BETC, and a brand within the MultiChoice Group portfolio.
Organisers said the campaign was designed to capture the excitement surrounding what is expected to be the biggest FIFA World Cup in history, with an expanded format and a record 10 African teams set to participate in the tournament.
As the official broadcaster of all 104 matches, SuperSport, available on DStv and GOtv, is preparing an extensive viewing experience featuring four dedicated live and streaming channels, expert analysis and multilingual commentary options in English, Portuguese and several African languages.
According to the organisers, the “Sleep Can Wait” message reflects the passion of football supporters who are expected to stay awake through late-night fixtures to follow the tournament and support African teams competing on the global stage.
The campaign was filmed in Cape Town under the direction of Jabu Nadia Newman and involved South African production teams as part of efforts to deliver an authentically African creative production.
The rollout is expected to achieve extensive visibility across television, outdoor advertising and digital media platforms.
Organisers said the campaign would air in three television formats — 60-second, 30-second and 15-second versions — across more than 150 television channels, while also appearing on over 800 outdoor advertising sites across participating countries.
The promotion will further be amplified through digital channels and the Group’s social media ecosystem, which collectively reaches more than 100 million followers.
The campaign forms part of broader efforts by SuperSport and CANAL+ to strengthen audience engagement ahead of the FIFA World Cup 2026, which is anticipated to attract one of the largest global sports audiences ever recorded.
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