TAB FIFA World Cup™ 2026
Position TAB as the wagering destination for the FIFA World Cup by placing the brand at the heart of tournament conversation, celebrating Australia's multicultural football fandom, and showcasing TAB venues as the go-to hubs to watch, cheer and bet throughout the competition.
We delivered a multi-city, editorial-first content campaign that positioned TAB at the centre of the FIFA World Cup conversation. “Where to Watch” venue guides, playful team profiles, live match-day coverage and creator-led storytelling connected fans with the best TAB venues to watch and cheer on their team throughout the tournament.
The campaign rolled out across Bondi Lines, Melbourne Lines and Brisbane Lines, amplified through Instagram, TikTok, web, app and Linktree, with reactive editorial around Australian fixtures, blockbuster clashes and the knockout rounds, plus the TAB Shoutmeter crowning the loudest venues in the country.
- 3,324,384 total impressions against a 2M target, 166% of KPI
- Australian fixtures drove the biggest moments: Türkiye vs Australia (819K) and Australia vs Paraguay (808K)
- Pre-tournament venue guides and team bios built momentum before the first whistle
- Engagement held through the knockouts, with the Final outperforming the Semi Finals
- TAB embedded naturally in the fan experience through genuinely useful editorial, not overt advertising
