CANAL+ has unveiled a new SuperSport campaign dubbed “Sleep Can Wait” across more than 20 English- and Portuguese-speaking African countries ahead of the FIFA World Cup 2026.
The campaign marks the first collaboration between BETC — CANAL+’s long-standing creative partner for four decades — and a brand under the MultiChoice Group.
As the official broadcaster of the entire FIFA World Cup 2026 tournament, SuperSport will air all 104 matches live through its platforms on DStv and GOtv.
The broadcaster has also announced a 24/7 viewing experience featuring four dedicated live and streaming channels hosted by renowned football pundits and analysts. In addition to English and Portuguese commentary, selected matches will be available in multiple local African languages.
According to the organisers, the “Sleep Can Wait” campaign is aimed at rallying football fans across the continent around what is expected to be a historic tournament, particularly with a record 10 African national teams set to participate in the competition.
SuperSport says the campaign also reflects its commitment to extensive editorial coverage, including live broadcasts of late-night matches.
The campaign was filmed in Cape Town under the direction of Jabu Nadia Newman in collaboration with South African production teams.
It will roll out through three television formats — 60-second, 30-second, and 15-second versions — across more than 150 television channels. The campaign will also feature on over 800 outdoor advertising platforms, digital channels, and the Group’s social media platforms, collectively reaching an audience of more than 100 million followers.
