A global identity for Sport 24’s FIFA World Cup 26™ coverage

We created an identity for Sport 24’s FIFA World Cup 26™ coverage. As the first and only live sports channel for audiences in the air and at sea, Sport 24 brings live sport to viewers at 35,000 ft and aboard cruise ships around the world. Built around the line “Where Will You Be?”, the campaign celebrates the unexpected places fans experience live football.

Inspired by abstracted map pins and global movement, the identity system uses energetic graphic forms that radiate outward, creating a visual language that feels bold, connected and distinctly sporting. A vibrant gradient, developed from Sport 24’s existing brand palette, was paired with black to create a premium identity that stands apart from the wider FIFA World Cup 26™ branding.

The identity system was designed for flexibility across every touchpoint of the campaign, spanning broadcast, social and digital formats. The result is a cohesive campaign capable of connecting audiences globally, whether they’re watching from the sky, at sea or somewhere in between.