Zee Entertainment Enterprises (ZEE) has onboarded more than 12 brands across categories for the FIFA World Cup 2026, reflecting growing advertiser interest in football and the tournament’s reach in India.
The sponsorship roster includes Mahindra as co-presenting sponsor and Diageo as co-powered By Sponsor. Other brands associated with the event include Apple, Pernod Ricard and Mondelez, among others.
The company said it has seen strong demand from advertisers by offering customised solutions and integrated engagement opportunities across its linear sports channels under the Unite8 Sports brand and its streaming platform, Zee5.
With discussions ongoing with additional brands across categories such as auto, FMCG, BFSI, beverages, technology and lifestyle, ZEE is looking to further strengthen its commercial partnerships ahead of the tournament.
The network has introduced cross-platform advertising packages spanning television, digital, connected TV (CTV), social media and on-ground activations. The strategy is aimed at helping brands engage with audiences throughout the fan journey, from match viewing and studio programming to digital storytelling and experiential activations.
Speaking on the partnerships, Sandeep Mehrotra, chief operating officer – advertisement revenue, Zee Entertainment Enterprises, said, “We are delighted to garner an extremely encouraging response from brands across categories, which further reflects the immense potential of football and the FIFA World Cup 2026, as a key sport in India. Leveraging the robust capabilities across our linear and digital platforms, we have built an unmatched offering for advertisers that enables them to be a part of the entire fan journey, from discovery to engagement. Our integrated model is aimed at delivering stronger brand recall and measurable outcomes that combine scale with storytelling. We remain confident that FIFA World Cup 2026 on ‘Z’ will set a new benchmark for sports monetization across the country.”
ZEE said it will continue to expand football’s footprint in the country while enhancing the viewing experience for fans through its broadcast and digital platforms.
