SBS's Spiritual Home of Football: A Symbol of Inclusive Broadcasting SBS has secured its place as the "spiritual home of football" in Australia, thanks to its recent reappointment to broadcast the 2030 World Cup.
But what does this mean for the future of broadcasting in Australia? One key factor is SBS's ability to offer live sports coverage without breaking the bank.
Unlike commercial rivals, which often prioritize high rating programs over public interest, SBS can offset the costs of rights packages by selling ads.