‘Everything can wait’ film taps African World Cup fans
The 2026 FIFA World Cup will take place across North America, and audiences in Africa will follow most matches during night-time hours. Against this backdrop, SuperSport, the sports broadcaster owned by MultiChoice and part of CANAL+, has launched its campaign titled Everything Can Wait, centered on viewing habits during the tournament.
The campaign positions the tournament as a shared cultural moment across the continent, with access provided through DStv. It focuses on how audiences are expected to adjust routines to follow matches broadcast in North American time zones.
Campaign focuses on night-time viewing across Africa
The central film for Everything Can Wait highlights how football fans across Africa may prioritise matches over daily routines due to broadcast timing. It depicts everyday environments becoming quiet as audiences prepare for late-night viewing of the tournament.
The creative approach presents households, workplaces and public spaces pausing activity during match times, reflecting the scale of engagement expected around the competition.
Film explores shared football culture across continent
Hala Saab, Africa communication director for CANAL+ / MultiChoice: "We wanted to show how Africa unites around football, especially with the continent sending its largest contingent to the FIFA World Cup in history, with 10 African teams qualified. With sports as a key pillar for our group, this campaign produced with BETC Paris is also an opportunity to bring CANAL+’s creative DNA."
The film was developed by BETC Paris and focuses on football as a shared cultural reference point across different communities in Africa.
Director Jabu Nadia Newman leads film production
Direction of the film was led by Jabu Nadia Newman, known for work across film and digital storytelling. Her previous projects include The Foxy Five and The Dream That Refused Me, which have been recognised at international festivals and cultural platforms.
Her approach for the campaign emphasises community-focused storytelling, presenting everyday people as central figures in the narrative around football viewing.
Agencies coordinate strategy and regional adaptation
Alongside BETC Paris, Havas Johannesburg contributed to strategic planning to ensure the campaign reflects local audience contexts across African markets.
The campaign will run across 22 countries and includes multiple film formats and visual assets for phased rollout.
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