Written by Rhea Alison, Sports reporter, covering international sports since 2020
TAB World Cup Campaign has officially launched ahead of the FIFA World Cup 2026, with wagering company TAB partnering with Bastion and OMD to transform venues across Australia into major football viewing destinations. Announced on June 16, 2026, the initiative aims to attract fans seeking a shared matchday atmosphere and strengthen TAB's presence throughout the tournament.
TAB Targets Venue Crowds During FIFA World Cup 2026
The campaign, titled "The Cup at TAB", is built around research showing many Australians prefer watching World Cup matches with friends and family rather than alone. TAB plans to use television, social media, public relations, venue promotions and live activations to encourage supporters to gather at participating locations.
Bastion CEO Jack Watts said: “Sport has always had a unique way of bringing Australians together.”
He added: “Whether you’re a diehard fan who will watch every game, or just there for the atmosphere, this campaign celebrates the shared experience of watching sport with others."
TAB marketing general manager Kent Madders said: “With venues across the country, we have a unique opportunity to create elevated, shared experiences for football fans throughout the World Cup.”
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Learn more about the tournament at the official FIFA website: FIFA World Cup 2026.
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