SBS launches multilingual chant for World Cup

11 June, 2010 by IF

Press release from Access Public Relations

Tonight SBS will launch the biggest component of its World Cup marketing campaign during the FIFA World Cup opening ceremony – a new three-minute TVC that celebrates cultural and linguistic diversity featuring football fans from around the world.


This is one of the largest multilingual, multiplatform campaigns ever to run in Australia, with the multilingual TVC featuring nine languages, to be broadcast across SBS’s two television channels and online.

On SBS Radio, the multilingual chant will also run across the nine language programs featured in the TVC, and cut down versions will run across all language programs.

The three-minute TVC leads SBS’s World Cup excitement campaign that will broadcast for the entire event. Leading with the words “One World, One Game … Let’s all play some football…” It focuses on the world’s biggest football fans from across the globe, singing about their excitement for the game of football.

SBS Director of Marketing Jacquie Riddell said: “SBS’s approach to the World Cup is unique in a media environment cluttered by brands capitalising on World Cup Fever with high kick visuals and superstar player endorsements.

“We’ve taken the human approach, telling the reals stories of the game’s real-life supporters from each of the 32 qualifying teams. This unique approach by the official World Cup broadcaster breeds real excitement for audiences.”

The multilingual campaign also highlights the importance of SBS as the official broadcaster. No other broadcaster in the world delivers the in-language football content to audiences that SBS does.

SBS’s will deliver the following 2010 FIFA World Cup content from tonight:

  • 64 matches live across two channels
  • 24/7 coverage online
  • 56 matches broadcast in HD
  • 15 matches in 3D
  • Live streaming and highlights on Optus 3G mobile
  • Football commentary in 11 languages, simulcast on radio
  • English language commentary by Australia’s most respected football commentary team, live from South Africa.

The world’s most watched sporting event, the 2010 FIFA World Cup airs tonight from 10pm and concludes with the Grand Final on Monday July 12th.