Canal+ unveils ‘Sleep Can Wait’ campaign ahead of 2026 FIFA World Cup

Canal+ has unveiled a new SuperSport campaign dubbed “Sleep Can Wait” as excitement builds ahead of the 2026 FIFA World Cup, which will be hosted across the United States, Mexico and Canada.

The campaign, launched across more than 20 English- and Portuguese-speaking African countries, is aimed at rallying football fans across the continent who are expected to endure late-night kick-offs and early morning matches because of the time difference between Africa and the North American host nations.

SuperSport, the official broadcaster of the tournament in sub-Saharan Africa, confirmed it will air all 104 matches live on DStv and GOtv platforms in both English and Portuguese, with selected matches also available in local language commentary. The broadcaster will dedicate four live television and streaming channels to the month-long tournament.

The 2026 edition will be historic for Africa, as the expanded 48-team format allows the continent to send a record 10 teams to the World Cup for the first time. The African representatives include Morocco, Egypt, Senegal, Ghana, Algeria, Tunisia, South Africa, Côte d’Ivoire, Cape Verde and DR Congo.

According to Canal+, the “Sleep Can Wait” campaign seeks to capture the passion and sacrifice of African football fans who routinely stay awake through the night to follow major international tournaments.

“This historic edition of the tournament will feature a record participation of 10 African teams, alongside unparalleled editorial coverage by SuperSport channels, including matches broadcast during the night,” SuperSport said in a statement.

The campaign marks the first collaboration between BETC, Canal+’s long-time creative agency partner, and a MultiChoice Group brand. It was filmed in Cape Town under South African director Jabu Nadia Newman and features African-themed storytelling centred on football fandom and shared viewing experiences.

Canal+ said the campaign will run across television, digital platforms, outdoor advertising and social media, with promotional content expected to reach more than 100 million followers across the group’s platforms. The rollout includes 60-second, 30-second and 15-second advert formats distributed on more than 150 television channels and over 800 outdoor advertising sites across the continent.