MBM, Sport Nation and Lumo bring live World Cup commentary to Auckland roads

AUCKLAND, Today: Auckland commuters are getting World Cup updates where they least expect them: on the road, in real time, and possibly right before someone in the car can say “no spoilers”.

MBM and radio broadcaster Sport Nation have teamed up with Lumo to launch a live digital out-of-home campaign for the FIFA World Cup 2026.

The campaign turns Lumo’s digital screens into a live extension of Sport Nation’s broadcast, with real-time match commentary appearing across some of Auckland’s busiest roads.

Running through to late July, the work delivers dynamic updates ahead of and during matches, with a particular focus on All Whites fixtures.

As big moments unfold on the pitch, Sport Nation commentary is turned into short, sharp lines and pushed to Lumo screens within seconds.

“Football fan or not, it’s hard not to get a little swept up in the World Cup right now,” says Amy Greene, Head of Strategy at MBM. “That’s the thing about sport, it’s one of the few things that still brings people together in real time.

“By extending that experience into out-of-home, we’re connecting audiences to the cultural moment as it happens, and showing how media can move at the pace of play.”

At the centre of the campaign is a custom-built content system that lets Sport Nation convert live studio commentary into OOH-ready creative almost instantly.

““The result is OOH that behaves like a live broadcast.” – Rex Carpenter, Creative Lead, Lumo

Sport Nation is New Zealand’s official FIFA World Cup 2026™ radio broadcaster, and the system gives its commentary a second life beyond the studio.

An integrated ad-serving setup means the screens only activate during gameplay, pausing at the final whistle and returning at kick-off.

Marcus Forbes, Head of Radio, Digital and Commercial at Entain Australia and New Zealand, said: “We’re taking our commentary beyond the studio and putting it directly in front of audiences as they go about their day.

“It’s immediate, it’s reactive, and it’s designed to prompt commuters to tune in for the full play-by-play. Even if it means a few game spoilers along the way!”

For Lumo, the campaign shows how digital OOH is shifting into a more responsive, live channel.

Rex Carpenter, Creative Lead at Lumo said, “This is a great example of what happens when content, context and technology come together. We’re used to billboards delivering timely messages, but this takes it a step further.

The result is OOH that behaves like a live broadcast. The same words heard on air are reflected on screen almost instantly, translating every goal, foul and scoreline into a format designed for the road.”

As the tournament continues, the campaign will roll out match-by-match across Lumo’s network, keeping fans connected to the action, even when they’re stuck in traffic.